If you are reading this, chances are you’ve heard that people are printing crazy cash running VSL offers in 2026. It’s true, VSL offers are very scalable, and once your pixel is primed, it can be blasted to 100k days easily.
HOW they do this has always been a mystery, though. No one will show you, no one will share. Many of the bros claiming big numbers will never show you proof; they just want to fit in with the vibe.
Facebook, as we know, wants you to turn on all AI optimization, everything Advantage+, and let their algorithm figure stuff out. But VSL offers have insane payouts like $200 per sale! Which means you’d need like $1500 just to test 5 ads. Who wants to lose $1500 and end up with zero sales? NOT ME!
So what do you do?
Well, you target, and that’s when, if you ask the smartass AIs out there, they will tell you stuff like. Make engaged shoppers, one broad audience, one interest stacked, use Lookalikes…
Some better AI will say, day part, to make sure you only run your ads during the daytime hours and don’t waste money during the night.
But NONE will tell you the most important thing. The psychology of the person, the buyer you want, who will sit on their ass 60 minutes and watch a VSL, which is like a documentary with complete focus and attention, to get to the 45-minute mark, where the buy it now button and the pitch happen!
That’s why I prepared this documentation, to give you insights into WHAT you can do to put yourself into the shoes of the BUYER that will bring you SALES.
Let me think about this from the buyer’s actual physical and mental reality…
THE PSYCHOLOGY OF A VSL BUYER
Okay, so let’s try to think this over. Let’s get into the head of an average VSL buyer…
So who actually watches a 30-45 minute video and then buys?
Someone who is:
- Alone (no one judging them)
- Private (can watch “embarrassing” health/money content)
- Relaxed but slightly restless (looking for something)
- Emotionally available (not in work/task mode)
- Has already been “searching” for a solution
- Credit card within arm’s reach
Invert it – who will NEVER convert?
- Parent with kids running around
- Someone at work is pretending to work
- Commuter killing time
- A person with a spouse sitting next to them
- Anyone who might be interrupted in the next hour
This is you customer. These people are the ones who will convert. So when making your campaigns, you need to make sure to optimize your targeting as much as you can to find those exact audiences. It might sound easy, but there is a lot of science behind it!
The key things are dayparting, devices, placements, and behaviors. And here is what I mean by all of that!
DAYPARTING – When is your audience available?
Dayparting is incredibly important as it can make the difference between overspending with no clicks or getting great results with even the smallest budgets.
The “Alone Time” windows:
| Time Window | Who’s Watching | Why It Works |
| 9pm – 1am | Adults after the kids sleep | Private, relaxed, slightly bored, impulse-prone |
| 5am – 7am | Early risers, insomniacs | Alone, quiet house, contemplative mood |
| 10am – 2pm weekdays | Retirees, remote workers, stay-at-home parents | Kids at school, no supervision, daytime privacy |
| Saturday/Sunday 10am – 2pm | Weekend leisure time | Relaxed, not rushed, “me time.” |
The dead zones (avoid):
- 3pm – 6pm weekdays (school pickup, commute, dinner prep)
- 6pm – 8pm (family dinner time, shared screen time)
- Monday mornings (work chaos)
How to set up dayparting:
Ad Set → Budget & Schedule → “Run ads on a schedule” → Select specific hours
Run your VSL campaigns only during high-conversion windows. Yes, you’ll spend less. Your ROAS will thank you. If you don’t trust this and you think your audience is different, you can test this out super easy!
Run broad campaigns that target the entire day. After a few days or even weeks of data, try filtering the data by Time of Day. When did you get the most conversions? When did you get a lot of clicks, but no conversions? (people are interested, but couldn’t spare the time) When is nobody clicking or converting?
Make yourself a nice sheet and write everything down. You should notice a pattern. Use that pattern to set up your dayparting in accordance with your audience!
DEVICE TARGETING – What is your audience doing?
You might think that the device doesn’t matter that much, but it often does. Every device has its own use, and with that use come some expectations on what content the customer will consume on it. Phones are great for small stuff that you go through quickly, tablets and computers are more in line with longer and more serious content that an audience can really hook themselves into.
The “lean back” vs “lean forward” distinction:
- Lean forward = phone scrolling, quick hits, dopamine hunting (bad for VSL)
- Lean back = tablet on lap, desktop at home, relaxed consumption (perfect for VSL)
Device priority for VSLs:
- Tablet (iPad, especially) – The holy grail
- Lean-back device
- Usually used ona couch, a bed, comfortable chair
- Larger screen = more immersive
- Associated with entertainment consumption
- Higher income demographic
- Desktop – Underrated
- Person is seated, committed
- Larger screen, better watch experience
- Usually at home (especially evenings)
- Harder to “scroll away” mid-video
- Mobile iOS – Acceptable
- Higher income signal
- But WiFi-only is mandatory
- Mobile Android – Last priority
- More price-sensitive demographics generally
- Still works, but usually lower ROAS
The setup:
Ad Set → Placements → Devices → Select “Desktop” and “Mobile” separately, or target “Tablet” specifically in device targeting.
This way, you can compare how the devices perform. Keep in mind that you should spend roughly the same dollar amount on both to get real results. Also dont forget to target computers, desktops are even better than laptops.
PLACEMENTS – Where does the audience expect longer-form videos?
Similar to the devices, not all placements are the same. You need to go through them and think if people are likely to stop and watch something for long on that placement. As an example, if you scroll through 15-second reels, and you suddenly stumble on a 40-minute video, there is no way you are going to stay to watch that.
Where does the “I have time to watch this” mindset exist?
Best placements for VSL:
- Facebook Feed (Desktop) – Sitting down, scrolling leisurely
- Facebook Video Feeds – Already in video consumption mode
- Instagram Feed – Lean-back browsing
- Facebook In-Stream – Already watching long content (huge signal)
Avoid:
- Stories (15-second attention span mode)
- Reels (entertainment snacking, not buying)
- Audience Network (garbage for VSL)
- Messenger (interruption context)
The In-Stream hack:
Facebook In-Stream means your ad plays in the middle of other videos someone is already watching.
This person has already demonstrated:
- They have time
- They’re in video consumption mode
- They’re willing to sit through content
- They’re probably alone (who watches FB videos with others?)
Test In-Stream as a separate ad set. CPMs are often cheaper, and intent is pre-qualified.
BEHAVIORAL TARGETING – Who Is Watching?
If you want to find the right people that convert, you need to ask yourself, what kind of people are committed to sit and watch through a commercial and then convert? In most cases, they have something in common. Some behavior patterns that you can use!
These people have demonstrated they sit and watch:
Target behaviors:
- “Engaged Shoppers” (click AND buy from FB ads)
- “Facebook Payments users” (have card saved, frictionless purchase)
Layer with interests:
- People who follow long-form content creators
- Documentary watchers
- Podcast listeners
- Audiobook consumers
The “already searching” signals:
Someone who converts on a VSL has usually been thinking about their problem. They’re primed.
For health VSLs, layer:
- Recently searched health topics (can’t target directly but interest signals)
- Engages with health content
- Follows health influencers
For biz opp VSLs:
- Small business page admins
- Frequent job searchers (looking for escape)
- Side hustle interests
THE “PRIVATE MOMENT” CREATIVE STRATEGY
People best convert on these offer when they know they are alone and nobody is watching them. This means, no kids, no spouses or partners, nobody. Most people are embarrassed to watch the kind of VSL offers that convert. Its often some delicate topics about weight, health, sex, and money. People don’t want others to know they are struggling with this, so they will try to hide it. This is why you need to try to find Private moments
Your creative needs to signal “watch this alone, later” for certain offers.
For sensitive topics (weight loss, ED, debt, etc.):
Ad copy cues that work:
- “Watch this when you have 15 minutes alone.”
- “Put your headphones in for this one.”
- “Wait until the kids are asleep, then watch this.”
This does two things:
- Pre-qualifies for alone time (they’ll save it or wait)
- Creates anticipation and curiosity
- Signals the content is “forbidden” or private (increases desire to watch)
The “save for later” play:
Some affiliates intentionally run ads during the day that say “Save this for tonight,” knowing people will:
- Save the post
- Return when they’re in the right context
- Be even more curious because they’ve been thinking about it
You can retarget “post savers” aggressively in evening hours.
THE RETARGETING LAYERS
Retargeting works best in layers. So, get to it!
Build a funnel based on demonstrated time availability:
Layer 1: Video view retargeting
- Anyone who watched 50%+ of your ad video
- They’ve proven they have time and interest
- Hit them again during evening hours with “Finish watching” angle
Layer 2: Pre-lander engagers
- Visited pre-lander but didn’t click to VSL
- They had some interest, maybe got interrupted
- Retarget during “alone time” windows
Layer 3: VSL page visitors
- Made it to VSL but didn’t buy
- Maybe watched part of it
- These people are HOT – hit them at 10pm when they’re in bed scrolling
Layer 4: Cart abandoners/checkout starters
- If the offer has a checkout page before purchase
- These people wanted to buy, but something stopped them
- Highest intent, retarget aggressively
THE ULTIMATE VSL TARGETING STACK
WiFi Only
+
Tablet OR Desktop OR iOS Mobile
+
Dayparted: 9pm-12am OR 10am-2pm weekdays
+
Placement: Feed + In-Stream only
+
Behaviors: Engaged Shoppers
+
Age: 35-65+ (unless offer specific)
+
Retargeting: Video viewers 50%+, site visitors
Yes, this audience is smaller. That’s the point. You’re not paying for people who will never convert.
ONE MORE THING – THE “BORED AND SEARCHING” CONTEXT
Think about when YOU last watched a long video from an ad and considered buying.
Probably:
- Late at night
- Couldn’t sleep
- Scrolling mindlessly
- Saw something that hit a nerve
- Thought “fuck it, let me see what this is”
- Watched the whole thing
- Maybe bought, maybe saved for tomorrow
That’s your buyer. Design everything around capturing that moment.
So, this is a lot of info that I gathered while trying to run and optimize my own campaigns. With these changes, you can already be ahead of 50% of the competition. Don’t be lazy! Do your research, find your audience, and target them the right way! This is the only method to actually make money, so do it!
If you find other cool methods of improving upon all of this, share it with me! Maybe ill even make an article about it!
