How to retarget Instagram video viewers

Quick Answer

To retarget Instagram video viewers, open Audiences in Meta Ads Manager, create a custom audience with source Video, pick the watch threshold (3 seconds, 10 seconds, 25%, 50%, 75%, or 95%), select the videos, and set a retention window.

Step-by-Step Guide

1. Run a video ad first

You need at least one video ad that has already collected views. Organic Reels from a connected Instagram account also work.

2. Open Audiences in Ads Manager

Go to adsmanager.facebook.com, open the top menu, and click Audiences under Plan.

3. Create a video custom audience

Click Create audience > Custom audience > Video.

4. Choose a watch threshold

The higher the threshold, the warmer the audience. Options:

People who watched 3 seconds: broad, includes accidental views
People who watched 10 seconds: slightly warmer
People who watched 25%: interested
People who watched 50%: strong intent
People who watched 75% or 95%: very warm, ready for a harder CTA

5. Pick the videos

Click Choose videos and select one or multiple videos from your Facebook Page or Instagram account. Mixing videos together is fine if the topic is similar.

6. Set the retention window

Retain for 30–180 days. Shorter windows (30 days) for e-commerce, longer (180 days) for high-ticket services.

7. Create the retargeting ad

Build a new ad set and under Audience select the custom audience you just made. Exclude converters so you do not waste spend. Use a different creative angle than the original video so viewers see something fresh.

FAQs

Can I retarget Reels viewers? Yes — organic and paid Reels count as long as Instagram is connected to your Business Manager.

Which watch threshold is best? 25% is a good middle ground for most campaigns.

How long before the audience is usable? Within 24 hours, usually within minutes.

Can I retarget people who watched a competitor's video? No, only videos from your own Pages and Instagram accounts.

Will 3-second viewers convert? Rarely — use them for awareness layers, not direct response.

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