Steps To Mastering The Facebook Video Funnel For High Engagement And Low Costs

According to a recent study, videos on Facebook have 135% greater organic reach compared to photos. But how do you leverage this powerful medium to not only engage your audience but also convert them into loyal customers? The answer lies in creating an effective Facebook video funnel.

A video funnel is a strategic approach to guide your audience through a journey—from awareness to conversion—using carefully crafted video content at each stage. This blog post aims to provide you with a step-by-step guide to build your own high-performing video funnel on Facebook.

The main focus of this strategy is simple yet incredibly effective: Targeting your most engaged audience for the lowest cost possible. By the end of this guide, you'll have all the tools you need to create a Facebook video funnel that not only boosts engagement but also maximizes your return on investment.

So, let's dive in and start building your Facebook video funnel!

The Importance Of Regular Video Publishing For Your Facebook Video Funnel

In the world of social media, consistency is key. Regular posting not only helps you stay on top of mind for your audience but also signals to the Facebook algorithm that your page is active and engaging. This can result in higher visibility for your content, making it easier to reach new and existing followers alike.

The Magic Number: 1-2 Video Reels a Day

You might be wondering, "How often should I post videos?" The answer, based on our extensive research and case studies, is 1-2 video reels per day. This frequency strikes a balance between keeping your audience engaged and not overwhelming them with too much content.

Types of Content to Consider

When it comes to the types of videos you should be creating, variety is your friend. Here are some categories to consider:

1. Educational Videos: Share tips, how-tos, or industry insights.

2. Entertaining Videos: Light-hearted content that brings a smile to your audience's face can go a long way.

3. Inspirational Videos: Stories or testimonials that can inspire your audience can also be highly engaging.

Looking for more video ideas here are 30 ideas for your next Facebook video.

Creating An Audience Of Highly Engaged Viewers

The 95% Rule

So you've started publishing videos regularly—great! But how do you ensure that your efforts are not going to waste? The answer lies in targeting the right audience. One of the most effective ways to do this is by focusing on viewers who watch 95% of your videos. These are the people who are not just casually scrolling through but are genuinely interested in what you have to say.

How to Set This Up in Facebook Ads Manager

Go to Facebook Ads Manager and navigate to the "Audiences" section.

Select Audiences

If you have never used the Facebook business manager to manage your ads you can learn how to do so here.

Click on "Create Audience" and select "Custom Audience."

Create Audience

Choose "Video" as the source.

Select Video

In the "Engagement" section, choose "People who have viewed at least 95% of your video."

Set Engagement

Set the retention timeframe to the past 7 days.

Name your audience so you can find it later.

Timeframe: The Past 7 Days

Why focus on the past 7 days? The digital world moves fast, and what was relevant a month ago might not be today. By narrowing your audience to those who have engaged with your content in the past week, you ensure that you're targeting individuals who are currently interested in your brand or offerings.

The Importance of a 7-Day Window

A 7-day window is long enough to gather sufficient data but short enough to capture current interest. This ensures that you're not targeting people based on outdated behavior, making your subsequent marketing efforts more effective.

Targeting Your Engaged Audience With Another Video

The Follow-Up Video

You've successfully identified a highly engaged audience—now it's time to deepen that engagement with a follow-up video. This is not just any video; it should be crafted to resonate with the interests and needs of your 95%-engaged audience.

What Kind of Content to Include in the Follow-Up Video

1. Advanced Tips or Insights: If your initial videos were educational, consider offering more advanced tips or deeper insights.

2. Sequel Content: If your initial videos told a story or presented a challenge, consider creating a sequel to keep the audience hooked.

3. Exclusive Offers or Previews: Give your engaged audience a sneak peek at a new product or an exclusive offer to make them feel special.

The Importance of Relevance

The follow-up video should be closely related to your initial videos. This ensures that you're providing value to your audience and encouraging them to move further down the funnel. Relevance is key to maintaining the high engagement levels you've already achieved.

How to Create a Compelling Call-to-Action (CTA)

1. Be Clear and Direct: Your CTA should tell your audience exactly what you want them to do next.

2. Create Urgency: Use time-sensitive language to encourage immediate action.

3. Make it Easy: Provide a clickable link or easy instructions to take the next step.

Creating A Custom Audience For Long-Term Engagement

Find Your Most Engaged Potential Customers

By now, you've successfully engaged your audience with a series of videos and even followed up with a highly relevant and targeted video. The next step is to identify the cream of the crop—those who are most likely to convert.

Timeframe: The Past 21 Days

While the initial audience was based on a 7-day window to capture current interest, this custom audience uses a 21-day window. The reason for this longer timeframe is to identify individuals who have shown sustained interest in your brand or offerings.

Why a 21-Day Window is Effective for Long-Term Engagement

A 21-day window provides a larger sample size, allowing you to identify truly engaged individuals. It's also based on the psychology of habit formation, which suggests that it takes about 21 days to form a new habit. In this case, the habit is engaging with your brand.

Promoting Your Product To Your Custom Audience

The Final Push

You've built up to this moment: promoting your product or service to an audience that is not just large, but also highly engaged and primed for conversion. This is where your Facebook video funnel strategy culminates, turning engagement into tangible results.

Types of Promotional Content to Consider

1. Exclusive Offers: Provide special discounts or bonuses that are only available to this custom audience.

2. Product Demonstrations: Show your product in action, highlighting its features and benefits.

3. Customer Testimonials: Use real stories from satisfied customers to build trust and credibility.

The Power of Retargeting

Retargeting is a powerful tool in any marketer's arsenal, and it's particularly effective when you already have a highly engaged audience. By using Facebook Ads Manager to target your custom audience, you can ensure that your promotional content is seen by those most likely to take action.

Crafting an Irresistible Offer

1. Value Proposition: Clearly articulate the value your product or service provides.

2. Scarcity and Urgency: Use limited-time offers to encourage immediate action.

3. Clear CTA: Make it easy for your audience to take the next step, whether it's making a purchase or filling out a contact form.

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