Custom Audiences

Time to connect your Facebook Ad Account and Wistia - see Wistia data within Facebook and use that data to create custom audiences for ad targeting.

Custom Audiences allows you to connect your Facebook Ad Account to Wistia. With Wistia stats in Facebook, you’ll have the power to “retarget” ads on Facebook based on video engagement.

Setting up the Wistia - Custom Audiences Integration

Wistia and Facebook Ads are a match made in marketing heaven. Here’s our step-by-step guide to getting the Custom Audiences Integration working for you.

Tip
Before you get started you’ll need to be an Account Owner in Wistia, and on a plan with the Custom Audiences Integration enabled.

Let’s start with a brief overview. Here are the 3 key steps to getting fully integrated:

Connect to Facebook Ads. This will allow you to connect your Facebook Ad platform accounts to Wistia in order to empower those platforms with viewership data.

Accept Permissions. When connected, this will grant Wistia permission to manage your ad account.

Confirm Connection. Confirm that we’ve connected to and are using the correct pixel and ad account.

Connect to Facebook Ads

First we need to connect to Facebook Ads. To do so, navigate to the integration page within your Account and select the Facebook Ads integration. This integration will be listed under the “Promotion Integrations” section of the page.

Connect to the Integration by clicking Connect to Facebook Ads and login to your Facebook account.

Note
Be sure to login to the Facebook Account that manages your Ad Platforms.

1. Connect to Facebook Ads

Accept Permissions

Once you have connected to Facebook, you will be prompted to accept the permissions that Wistia will request from Facebook. For the Facebook Ads integration, we will be requesting the ability to manage ads.

2. Accepting Permissions

Tip
How will you know if your connection is successful? After accepting the requested permissions, you will have completed the integration flow and be redirected back to the Integrations page in Wistia. You should then see Facebook ads marked as “connected.”

Choosing Ad Managers and Ad Pixels

Within your Wistia Integration Page, expand your Facebook Ads Integration. You should see the name of the Ad Manager and the Ad Pixel which you are connected to. If you have multiple accounts associated with your Facebook login, you can select the Ad Account Manager and/or Pixel that you would like to be integrated with from their respective dropdown menus.

3. Choosing Ad Managers and Ad Pixels

Using Viewer Event Data to inform your Custom Audience

When a viewer watches an embedded Wistia video or channel, we send the following events to Facebook:

  • % Watched
    • 25%
    • 50%
    • 75%
    • 100%
  • SecondsWatched
  • Played Video
  • Subscribed

Each of these events also includes additional metadata that can be used to “refine” audience rules in Facebook’s Audience creation tool. We include the following metadata about each of the events we send:

  • channel_id: The 10 character string at the end of each Channel URL which is a unique identifier for each channel.
  • channel_name: Text reflecting the name of the channel. Associated with the name designated to its original Project.

  • video_id: The 10 character string at the end of each Video URL which is a unique identifier for each video.

  • video_name: Text reflecting the name of the video. Associated with the name designated to the video on your Video’s editor page.

Adding a Suggested Audience to your Channel

  • First, ensure you are viewing a Channel and choose Promote Page from the left hand navigation bar.
Note
If your Facebook Ads integration is not yet connected, you will see the following:

4. Adding A Suggested Audience

Once you are properly connected, you will be able to navigate to your new “Promote Page.” This page will be accessible via a left navigation item when viewing a Channel. Here is what your Promote Page will look like:

4.1. Promote Page

We include the following “Suggested audiences” for all channels:

  • Watched less than one video
  • Watched one video
  • Watched more than one video
  • Subscribed to the channel
Note
Once these audiences have been enabled, they will appear in the Audiences section of the Facebook Ad account you connected. On Facebook, these audiences can be used for ad targeting.The suggested audiences we have provided are meant to help you get started and provide inspiration on the types of audiences you could be promoting your Channel to from Facebook.

Once you enable them, your Custom Audiences will appear in the Facebook ad account which you are connected to. On Facebook these audiences can be used for ad targeting, yay!

Understanding the data

You can use the data you collect with Custom Audiences to re-engage viewers based on how they watched videos on your website. Read on to learn how to understand the data you can collect, and how you can effectively use it.

You’ll notice four pre-populated audiences that exist within Wistia.

Pre-populated Custom Audiences

  • Watched less than 50% of one video

    • These folks have watched less than half of a video on your channel.
    Pro-Tip
    Maybe they got distracted or started watching and decided that the video wasn’t what they were looking for. Either way, it’s valuable data to draw insights from! Use this audience to either show them another ad for the same video (encourage them to dive back into the episode) or suppress this audience as unengaged.
  • Watched at least 50% of one video

    • This audience consists of people who have watched more than half of a video on your channel.
Pro-Tip
From this information, you can deduce that these folks might be interested in watching more related content. Think about targeting this audience with an ad promoting another video in your channel, or use this already engaged audience to build a Lookalike Audience.
  • Watched at least 50% of more than one video

    • Users who have watched at least half of two videos on your channel.
    Pro-Tip
    They might be starting to become fans! Chances are, they’re getting hooked on your content and might want more. Use this audience to target ads that reference the previously watched episodes in the promotion for upcoming episodes. This might also be a great audience to build a Lookalike one from!
  • Subscribed to a Channel

    • These audiences have subscribed to receive updates about your content.
Pro-Tip
This is a good sign that they like what your business is creating! Continually engage with these folks by targeting them with ads for upcoming videos — they should be the first to know when new videos are released! Use this list to build a Lookalike Audience, just like you would with your customer database.

How to start using Wistia data to create Lookalike Audiences

Ready to create your own Lookalike Audience? Once you’re in Facebook Ads Manager and have selected the Custom Audience you want to create a lookalike from, head to the Actions dropdown menu and select Create Lookalike.

The following screen will appear, where you can specify your Audience Location and Size:

Specify Custom Audience Location and Size

For more detailed instructions on creating Lookalike Audiences using Facebook Ads Integration, check out Facebook’s Help documentation.

Best practices for creating Lookalike Audiences in Facebook

Excited to start expanding your content’s reach with Custom Audiences? Before you dive in, consider these best practices when creating Lookalike Audiences:

  • Start with at least 1,000 people
    • In order to create a Lookalike Audience, Facebook recommends that you have more than 1,000 people in your audience.
Tip
A larger source size will give Facebook more data points to create a better quality lookalike audience.
  • Experiment with different parameters

    • If you don’t quite have 1,000 people in your data set, try opening up the criteria a bit. For example, instead of choosing users who have watched more than one video, create an audience of folks who have watched more than 50% of a single video. This will open up your audience set, fueling future lookalike and remarketing efforts.
  • Remember that the bigger the audience, the less targeted

    • In the US, a 1% lookalike will get you an audience size of around 2 million people.
Tip
If you’re just getting started or if you have a limited budget, we recommend keeping your audience size closer to 1%. But if you already have campaigns that are performing well that you want to scale, bumping up the size is a good way to expand your reach.
Pro-Tip
Don’t be afraid to layer on additional targeting. Creating a Lookalike Audience from a Custom Audience should just be the beginning! Don’t be afraid to layer on other targeting parameters when setting up your campaigns. Add in specific interests or exclusions to your Lookalike Audience to get even more specific with who you are trying to reach. While this may narrow your reach, your ads will be more relevant and might perform better as a result.

Facebook Custom Audiences is just the start of how to implement Brand Affinity Marketing for your business. For more in depth guide on Brand Affinity Marketing head over to our Brand Affinity Marketing Playbook!