In 2025, people scroll fast. If something doesn’t grab their attention right away, they move on. But when someone does interact with your content — watches a Reel, replies to a Story, or votes in a Poll — they’re showing interest.
That’s a powerful signal. It means they’re more likely to respond to your next message. By building engagement-based audiences from Reels, Stories, and Polls, you can focus your ads on people who already know you and are more likely to take action.
Why Engagement-Based Audiences Work
Every time someone engages with your content, they take a small step toward becoming a customer.
Here’s what that means for you:
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They know your brand. You’re not starting from zero.
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They’ve given you their time. Even a quick tap or watch is a sign of interest.
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They’re easier to convert. Warm audiences respond better than cold ones.
Targeting these people helps you spend your budget on the right audience, improve ad performance, and increase sales.
If you’re new to working with engagement audiences, this guide on using Facebook Engagement Custom Audiences breaks down how to turn likes, views, and clicks into a list of high-quality prospects.
Reels: Short Videos That Pull People In
Reels are one of the best ways to reach new people and keep them watching. The mix of video, music, and quick edits makes them highly engaging.
How to build a Reels audience:
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Go to Ads Manager and choose Custom Audience.
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Select Video Engagement.
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Pick the Reels you want to track.
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Choose the watch time (50%, 75%, or 100%).
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Set your time frame — 30, 60, or 90 days.
Tips for better engagement:
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Grab attention in the first 2 seconds.
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Add captions for viewers who watch without sound.
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Keep videos short for higher completion rates.
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Post a series of connected Reels to build interest over time.
Example: A fitness trainer posts a Reel about a quick home workout. They target people who watched at least 75% with an ad offering a free workout plan.
Want more ideas for creating videos that keep people watching? Check out our step-by-step guide to using Instagram Reels for marketing.
Stories: Personal and Quick to Disappear
Stories only last 24 hours, but that short life creates urgency. They feel personal, like a message from a friend.
How to build a Story audience:
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In Custom Audience settings, choose people who engaged with your account.
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Filter by Story actions like replies, sticker taps, or link clicks.
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Use a shorter window (14–30 days) so the audience stays fresh.
Tips for Stories:
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Use polls, quizzes, and sliders to encourage taps.
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Show behind-the-scenes moments to build trust.
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Add countdown stickers for launches or limited-time offers.
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Mix casual updates with product promos so it feels natural.
Example: A bakery shares Stories showing fresh pastries in the morning. They target recent viewers with an ad for a coffee-and-pastry combo deal.
For more tips on making Stories that get clicks, taps, and replies, see our Instagram Stories engagement guide.
Polls: Easy Interaction, Strong Signals
Polls are quick and fun, but they also give you valuable insight. With one tap, people tell you what they like.
How to build a Poll audience:
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Post a Poll in your Stories or Reels.
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Create a Custom Audience for people who engaged with your content.
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If possible, separate audiences based on which answer they chose.
Tips for Polls:
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Keep questions short and clear.
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Ask about preferences that relate to your product or service.
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Follow up with content that matches their choice.
Example: A clothing brand asks, “Do you prefer casual or formal style?” They run different ads for each audience showing the style they picked.
Mix Your Engagement Sources
You don’t have to keep Reels, Stories, and Poll audiences separate.
Sometimes, combining them works best.
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Combine audiences for big promotions or seasonal sales.
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Keep them separate for more targeted campaigns that match the content they engaged with.
You can also mix time frames — people who engaged in the last week for quick offers, plus people from the last three months for longer campaigns.
Once you’ve built your engagement audience, you can use it to run smart follow-up campaigns — here’s our full walkthrough on setting up Facebook retargeting.
Best Practices for 2025
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Refresh your lists so they stay accurate and up to date.
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Show warm audience ads that get straight to the point.
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Test short and long time windows to see what works best.
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Add extra filters like location or interests for even better targeting.
Final Thoughts
Reels, Stories, and Polls aren’t just for sharing content. They’re tools for building audiences that are ready to hear from you. When you focus on people who already interacted with your brand, your ads work harder and your budget goes further.
Start by asking: who’s already paying attention? Then build your campaigns around them. Engagement-based audiences turn small interactions into big results.
