The Facebook pixel is probably the most powerful tool in a Digital Marketers toolbox. It is the absolute first step of launching any funnel with a social strategy. The Facebook pixel allows you to tag a user who has interacted with your ad in some way, whether it be a like, comment, share, click, etc.

Recently, Facebook rolled out a way to pixel a user who watches at least three seconds of your video—but only charges you if the user watches more than 10 seconds.

This is a drastic change from the old way Facebook used to charge, which was by three-second views. I think everyone can agree that anyone who watches something for three seconds may not be generally interested because they are probably still trying to figure out what the video is about. The best part is, you can have multiple four, seven and nine-second views and still not get charged by Facebook, but they will still pixel the user.

So, What Does This Mean for Us Digital Marketers?

Now we have a way to identify and pixel users who are more likely to be interested in our video and retarget them with another ad later. This is paramount for any funnel style Digital Marketing. Before, the only real way to pixel a user was by clicks. Facebook will charge approximately $2-$4 per click, if your targeting is specific. And you will want specific targeting in your campaign—it’s counterproductive not to. At the “top of the funnel” starting point for marketers and advertisers, it used to be expensive to generate an interested, pixeled audience of, say, 100 people. That would cost you $200 to $400 by itself, then you must remarket them with more ads that cost just as much if they click.

How This Impacts Your Budget

With the new video ads pixeling users and only charging if they watch more than 10 seconds, the cost is GREATLY reduced. In my most recent video ad, I could pixel users for $0.02 per 10 second view! This means I can pixel that same 100-person audience for $2.00. That is a cost savings of 99%. But it doesn’t stop there, I can then retarget that audience based on how long they watched my video. I can select a specific ad to be shown to the users who watched three seconds, 10 seconds, 25%, 50%, 75% or 95% of my video. This is extremely powerful because people who watched my video for 10 seconds may not be really interested in knowing more, so I can show them a different video; but the users who watched 75% to 95% may be really interested, and now I can show them a lead-magnet or tripwire that they can take advantage of.

 

So let’s review the savings between the traditional “Pixel to Offer” funnel with use of cost-per-click vs the new “Pixel to Offer” funnel with use of the cost-per-view method.

Cost per click model:

1 click on first image ad = $3.00 (average)

Cost to pixel 100 users = $300

2% conversion ratio on retargeted ad (6 clicks) = $18.00

Total Cost for 6 lead-magnet/tripwire clicks = $318.00

 

Cost per video Pixel Model:

One 10 -second video view on first ad = $0.02 (average)

Cost to pixel 100 users = $2

2% conversion ratio on retargeted ad (6 clicks) = $18.00

Total Cost for 6 lead-magnet/tripwire clicks = $20.00

As you can see, the cost savings is astronomical. This is extremely valuable in achieving a low cost per conversion, especially if your product or service has minimal margins.