When running Facebook ads, retargeting is often one of the first strategies marketers consider. It can be effective, but it’s important to think critically about who you’re retargeting. So, what about those viewers who only watched the first 3 seconds of your video? Should you spend your advertising dollars on them? Let’s explore whether or not it’s a good idea.
What’s a 3-Second View?
A "3-second view" is when someone watches at least 3 seconds of your video on Facebook. But here's the thing — just because they watched 3 seconds doesn’t mean they were fully engaged with the content. It simply means they saw it briefly while scrolling. Now, does this type of view matter for retargeting?
Why You Might Want to Retarget Them
Low Investment, Wide Reach
The nice thing about 3-second views is that they’re relatively inexpensive to target. Since so many people fall into this category, you can reach a large audience with a small budget. This can be appealing because you’re not spending a lot of money, but still getting exposure to a broad group.
But here's the catch: while reaching a big audience may seem like a win, not all of them will be the right fit for your brand. They may have watched your video only because it came across their feed, but not because they were actively looking for what you offer.
Initial Interest
Someone who watched the first 3 seconds of your video may have had a brief moment of curiosity. They stopped scrolling for a reason — your ad caught their eye, even if only momentarily. Perhaps they didn’t stick around, but there could still be an opportunity to capture their attention with a more focused follow-up ad.
Here’s what you need to consider: the curiosity they had might have been fleeting. People scroll through social media fast, and that quick moment doesn’t necessarily translate into genuine interest. But, there’s a chance you could pique their interest again with a more specific message or offer.
Why Retargeting Them Might Not Be Worth It
They Haven’t Engaged Much
The major downside of targeting 3-second viewers is that they haven’t engaged with your content enough to show real interest. A 3-second view doesn’t tell you much about whether the viewer is invested in what you’re offering. They could’ve just scrolled by, and your video was a brief distraction.
What this means for you: if the goal is to turn viewers into customers, people who only watched a few seconds likely won’t be your best bet. They haven’t had enough time to connect with your message or understand the value of your product or service.
You Might Be Wasting Money
Retargeting this group of people could lead to higher ad costs without increasing conversions. Since the 3-second viewers haven’t engaged deeply, they are less likely to convert into paying customers. Essentially, you’d be spending money trying to target people who have only given your video a passing glance. This might not be the best use of your ad budget.
So what does this mean for your ad spend? If you're not seeing meaningful engagement from these viewers, it could make more sense to redirect your budget toward more qualified prospects — those who are more likely to engage with your content or purchase your product.
When It’s Okay to Retarget 3-Second Viewers
There are certain cases where targeting these people might be worth considering. Retargeting doesn’t always have to be about pushing for immediate conversions; sometimes, it’s about getting the right message at the right time.
Part of Your Sales Funnel
If your 3-second view is just the beginning of a larger marketing funnel, retargeting can still work. For instance, if your video is meant to introduce a product or service, those viewers may not be ready to make a purchase just yet. But with additional follow-up ads guiding them down the funnel, you can nurture their interest.
Strong Creative
In some cases, your ad might have been strong enough to catch someone's attention for those 3 seconds. Perhaps it was an eye-catching image, a compelling headline, or an intriguing first few seconds of video. If your content is truly powerful from the get-go, there’s a chance these viewers might respond better to a second, more targeted message.
Better Segmentation
Instead of retargeting everyone who watched 3 seconds, it may be smarter to retarget people who watched a larger portion of your video. For example, if someone watched 50% of your video, that’s a clearer sign of interest. They’re not just skimming; they’ve stuck around long enough to learn more about what you’re offering.
If you decide to retarget these viewers, make sure to set up your campaigns properly. This guide on Facebook retargeting walks you through how to create custom audiences and target them effectively with follow-up ads.
Tips for a More Effective Retargeting Strategy
Instead of going all-in on those 3-second viewers, consider these alternative strategies that may help you retarget more effectively:
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Segment by Engagement
Rather than targeting everyone who watched your video for just a few seconds, focus on people who watched a larger portion, like 50% or more. This group is much more likely to have some genuine interest in your product or service. Create Strong Follow-Up Ads
If you do choose to retarget these viewers, make sure the follow-up ads are engaging and provide even more value than the first ad. For instance, if your first video introduced your product, your retargeting ad could show customer testimonials or explain the benefits in more detail.
Test Your Approach
A/B testing different retargeting strategies is essential. Test different segments — such as those who watched 50%, 75%, or even 100% of your video — and experiment with various creatives to see what works best. With Facebook’s powerful analytics tools, you can gather data and optimize your campaigns based on what’s driving the best results.
For even more effective retargeting, consider using Facebook’s lead ads to capture valuable information from viewers. This guide explains how to integrate lead ads into your Facebook strategy to convert retargeted audiences into qualified leads.
Remember that retargeting isn’t just about reaching more people — it’s about reaching the right people. This way, you can maximize your return on ad spend and build stronger connections with your audience.
Final Thoughts
So, should you retarget people who only watched 3 seconds of your video? It’s not always the best approach. While these viewers might not be ready to buy, there are strategies — like better segmentation and strong follow-up ads — that can turn this group into something more valuable. Always test your approach and make sure you’re getting the most out of your ad budget.
