Video has become one of the most engaging and effective content formats. Whether it’s short-form content on platforms like TikTok or YouTube Shorts, or longer videos on Facebook and Instagram, video holds unmatched power to capture attention and drive user interaction. But the true potential of video extends far beyond simple views and likes. When leveraged strategically, video content can be the foundation for building highly targeted custom engagement audiences that drive real business outcomes.
Marketers and brands are increasingly recognizing the value of behavioral data captured through video interactions. Whether someone watches 10 seconds or 90%, this tells a compelling story about intent and interest. By segmenting audiences based on these interactions, you can retarget more efficiently, personalize messaging, and ultimately move users down the funnel with greater precision.
This article will walk you through the step-by-step process of building a custom engagement audience using video. From understanding video metrics to implementing retargeting strategies, you’ll learn how to use video as more than just a content type—but as a data-driven tool to supercharge your marketing.
Why Video is the Ultimate Engagement Tool
Video content engages multiple senses, making it one of the most compelling ways to communicate a message. The combination of visuals, audio, and storytelling activates the brain more deeply than static content like images or text. Psychological studies suggest that people retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. This level of engagement not only boosts recall but also increases the likelihood of users taking the next desired action.
Performance data supports this psychological insight. Videos typically outperform images and text-based content in terms of reach, engagement rate, and conversion metrics across most platforms. For instance, Facebook reports that videos receive on average 135% more organic reach than photos.
Certain types of videos are especially powerful for audience targeting: explainer videos, behind-the-scenes footage, product demos, and user-generated content (UGC) tend to capture longer watch times and higher interaction. Choosing the right type of video aligned with your audience’s preferences can greatly enhance the effectiveness of your engagement strategy.
Understanding Video Engagement Metrics
To build a successful custom engagement audience, it’s essential to understand and analyze the right video metrics. These data points help identify which viewers are most interested and engaged, providing a foundation for precise segmentation.
Key metrics include:
- Watch Time: Total time spent viewing your video. Longer watch times suggest stronger interest.
- Completion Rate: Percentage of viewers who watched the entire video. A higher rate indicates high-quality, relevant content.
- Click-Through Rate (CTR): Measures how often viewers clicked on your CTA or linked content.
- Engagement Actions: Likes, shares, comments, and saves signal deeper involvement.
Each of these metrics tells a story about user intent. For example, a viewer who watches 75% of a 2-minute video and clicks a link is likely further along in the decision-making process than one who bounces after 5 seconds.
Measurement tools vary by platform. Meta Ads Manager, YouTube Analytics, and TikTok Ads Manager all provide robust engagement tracking dashboards. Use these tools not just to assess performance, but to lay the groundwork for audience segmentation and targeting.
Segmenting Audiences Based on Video Behavior
Segmentation is the backbone of personalized marketing. With video, it becomes even more precise thanks to the granular data available. Segmenting viewers based on how much of the video they watched allows you to tailor follow-up messaging to match their interest level.
Typical segments include:
- Watched 25%: Slightly interested
- Watched 50%: Moderately interested
- Watched 75%: Highly engaged
- Watched 95-100%: Most qualified leads
Platforms like Meta and YouTube allow you to create custom audiences using these viewing thresholds. You can go a step further by combining view data with demographic filters (age, location, device) and behavioral data (past purchases, website visits) to create hyper-targeted audience clusters.
DSLR cameras from AMAZON
Best Sellers in DSLR Cameras
Micro-segmentation improves ROI because it reduces ad waste and ensures each audience sees content that resonates with their specific journey stage. For instance, someone who watched 100% of your product demo may be ready for a special offer, whereas a 25% viewer may need a broader educational piece to build more awareness.
Creating Custom Engagement Audiences
Each major platform provides native tools for building custom engagement audiences from video viewers.
Facebook & Instagram (Meta):
- Go to Meta Ads Manager.
- Select Audiences > Create Audience > Custom Audience.
- Choose Video as your source.
- Select the video(s) and viewing thresholds (e.g., 50%, 75%).
- Set additional filters such as timeframe (last 30 days).
- Name and save your audience.
YouTube (via Google Ads):
- Navigate to Audience Manager in Google Ads.
- Click “Create Remarketing List.”
- Select “YouTube users.”
- Choose engagement criteria (e.g., watched certain videos, subscribed to a channel).
- Define your timeframe and finalize audience details.
TikTok:
- Access TikTok Ads Manager.
- Go to Assets > Audience.
- Create Custom Audience > Video Engagement.
- Choose relevant videos and engagement levels (e.g., viewed over 6 seconds).
- Complete your setup with timeframe and audience name.
Using these steps, you can build multiple tiers of engagement audiences to test various ad strategies and messages.
Retargeting Strategies Using Audiences
Once you have custom engagement audiences built, the next step is retargeting with intentional strategy.
Ad Sequencing: Deliver a story through a series of videos or creatives. Start with awareness, then follow with consideration content, and finally a decision-making push.
CTA Matching: Align calls to action based on viewer behavior. Viewers who completed your video might see a “Buy Now” CTA, while partial viewers might see “Learn More.”
A/B Testing: Test multiple creatives and CTAs to see which retargeting strategies resonate most. Split audiences into two or more segments based on watch time and deliver unique messages to each.
Smart retargeting builds familiarity and trust. It also shortens the conversion journey by reinforcing brand messaging tailored to the viewer’s specific stage in the funnel.
Optimizing Campaign Performance & Scaling
Optimization is where good campaigns become great. Start by monitoring performance metrics for each custom audience. Metrics such as conversion rate, click-through rate, and cost per acquisition will help identify which audiences are driving results.
If an audience underperforms consistently, consider refreshing the creative or refining the segment. Kill off poor performers early to reallocate budget to stronger segments.
One of the most powerful tools for scaling is the lookalike audience. Platforms like Meta and TikTok allow you to create lookalikes based on your highest-engaged video viewers. These new audiences share behavioral traits with your top performers, offering a broader yet relevant pool to target.
When scaling, maintain personalization. Avoid the temptation to go broad too quickly. Keep using segmented messaging even in expansion phases to protect engagement and conversion quality.
Continuous testing, data analysis, and creative innovation are keys to long-term growth using video-driven engagement audiences.
