Yes, running an engagement campaign is a solid practice if your goal is to build a warm audience for lookalike targeting later. It’s cost-effective and gives Meta enough data to create strong audience signals.
- Engagement campaigns (likes, shares, video views) gather cheap interactions that can be used to create Custom Audiences.
- You can then build Lookalike Audiences from:
- People who engaged with your page
- Video viewers (e.g. 50%, 75%)
- Users who interacted with a specific post or ad
Best Use Cases:
- When you're just starting out and don’t have enough purchase or lead data.
- To warm up your pixel with intent-based signals.
- To create low-cost lookalikes for top-of-funnel campaigns.
Tip:
For better results, run video view campaigns, then build lookalikes from people who watched at least 50% of your video.
