Engagement Custom Audiences
People come to X to see what’s happening and what people are talking about right now. When an audience engages with a brand’s content, it’s beneficial for that brand to be able to segment and leverage that audience in future campaigns.
This unique remarketing feature allows you to:
Move prospects down the funnel. Reach an audience that's engaged with your posts with a call-to-action campaign that moves them further down the conversion funnel.
Increase return on ad spend. Target an audience that's engaged with your posts from a specific campaign and are most likely to convert with your campaign objective.
Tell a sequential story. Reach the most interested prospects to build upon your message and create brand moments.
Engagement Audiences use both pre-set and advertiser-defined engagement actions to identify people who have engaged with a specific X Ads campaign(s). These campaign “engagers” are collected into a designated Engagement Audience which can be used in future campaigns for targeting or exclusion purposes.
How it works
Engagement Audiences are available in Audience Manager and in the targeting section of each ad group.
Targetable engagements
You can create an Engagement Audience based on post clicks, profile clicks, link clicks, likes, replies, Retweets, shares, and video views (advertiser-defined).
Any person who has performed at least one of these engagement actions within the lookback window on a promoted post associated with the specified campaign(s) will be matched and collected into the Engagement Audience.
Lookback window
Any campaign or Takeover that has run in the last 13 months can be used within an Engagement Audience.
At launch, the lookback window will be limited as it builds up to the full 13 months. The window will start on April 1, 2022 and grow day by day until the 13 month threshold is reached. This means that the lookback window will be the difference between today and April 1 (e.g. On Dec 12, the lookback window is 255 days).
Create your Engagement Audience
1. Navigate to the Audience manager page in X Ads Manager
2. Click the “Create audience” button in the top right corner
3. Select “Engagement” as your audience type from “Create new audience” pop-up module and click the “Next” button to move to the “Create an engagement audience” page
4. Provide your “Audience name” and “Description” in the “Audience details” section
5. Select your campaign(s)
- Campaign choice determines your audience composition as people who have engaged with your selected campaign(s) will be included in your Engagement Audience b. Campaign availability is based on a 13 month lookback window*.
- Max 200 most recently created campaigns will be available for selection
- *Please note that at launch, the lookback window will be limited as it builds up to the full 13 months. The window will start on April 1, 2022 and grow day by day until the 13 month threshold is reached. This means that the lookback window will be the difference between today and April 1 (e.g. On Dec 12, the lookback window is 255 days).
6. Set the “Video view engagement” definition
- Choose from 2s/50%, 15s video views, or Video completions
7. Click “Save audience”
Once created, the Engagement Audience will appear in the Audiences table with the “Processing” status and will begin collecting users who have engaged with the specified X ad campaign(s).
After ~4 hours of processing time, the status will change to either:
- “Ready” - with a corresponding audience size in column E
- “Audience too small” - meaning less than 100 people have been matched
If the audience status reads as “Ready”, that Engagement Audience can be used in any campaign for targeting or exclusion purposes.
Following the initial processing, Engagement Audiences that contain active campaigns will continue to collect people as they take an engagement action. The audience will continue to grow until all active, associated campaigns have ended.
Use your Engagement Audience
Click the “Create Campaign” button in the top right corner of the Ads Manager dashboard
Select your objective then input necessary campaign details until you’ve reached the Targeting > “Custom Audiences” section
Click into the “Search” bar to browse or search for your Engagement Audiences
4. Click on your desired Engagement Audience to select it
- Note: Engagement Audiences can be selected for Inclusion or Exclusion. This is determined by the setting to the left of the Search bar.
5. Leave the “Include look-alikes of your selected custom audiences” checkbox blank. Custom Audience Look-alikes will not be supported at launch.
6. Once you’ve finished adding your Engagement Audiences, complete the rest of the campaign set-up & launch!
