Video Advertising on Reddit: Updates and Best Practices

Reddit is continuing to evolve as a performance-driven ad platform, and its newest update, a 6-second video view optimization goal, is a major opportunity for advertisers focused on driving higher-quality engagement. This blog breaks down what the update entails, why it matters, and how brands can leverage it (along with other Reddit video options) to improve full-funnel performance.

What Is the 6-Second Video View Optimization?

Previously, Reddit’s video campaigns were optimized for a 2-second video view. While helpful for generating reach, this metric often captured low-intent users who may not have meaningfully engaged with the content.

The new 6-second video view goal allows advertisers to optimize campaigns toward viewers who are more likely to be paying attention, engaging with the content, and ready to take action. It’s a stronger signal of interest and intent.

Per Reddit, initial test results show:

• A 130% increase in view-through rate
• A 71% lift in video completion rate compared to the 2-second goal

Will Engagement Costs Increase?

Likely yes, but for good reason.

We anticipate the Cost per 6-Second View may be around 2x higher than the cost per 2-second view – but that increase reflects a more qualified audience that’s spending more time with your content. Higher cost has a higher upside: more relevant users to retarget later, which can lower your CPA downstream.

In other words, you’ll pay more upfront for better users, and that investment can translate into better conversion rates and higher ROAS.

What Happens after the First 6 Seconds?

Capturing a user’s attention for 6 seconds opens the door for deeper engagement. The next step is nurturing these users effectively.

Retargeting Strategies:

• On Reddit: Retarget 6-second viewers with longer, free-form ads that educate, tell stories, or offer a deeper dive into your product.
• Cross-Channel: Drive users to relevant website content (like a blog post or product page), then retarget site visitors on other platforms like Meta, Google, or TikTok.
• Leverage Reddit Comments: If you have an organic Reddit presence, consider turning positive user comments into creative for other platforms (blur usernames). These can act as authentic “social proof” that resonates with Reddit users.

The key is matching tone and context. Reddit users respond well to authenticity, information, and humor, so try to avoid being overly polished or salesy.

What Role Does Reddit Play in the Funnel?

Reddit excels at top- and mid-funnel engagement. If your audience is active on Reddit and your brand fits naturally within relevant subreddits, the platform offers a cost-effective way to:

• Build awareness within niche, high-intent audiences
• Educate and warm users with content that fits Reddit’s tone
• Create low-cost retargeting audiences for other platforms

Importantly, Reddit users are typically in research mode, looking for answers, comparisons, or recommendations. That’s a prime opportunity to introduce your brand to curious, motivated users.

Creative Tips for Reddit Video Ads

To succeed with the new 6-second optimization goal, we recommend the following:

• Front-load the hook: Capture attention in the first 3 seconds with bold visuals, provocative questions, pain points, or humor.
• Skip long intros: Get to the value quickly.
• Test multiple hook angles to see what drives longer views.
• Design for sound-off: Use captions and visual storytelling.
• Use Reddit’s native tone: Ads that feel more organic and less “produced” tend to perform better.
• Mobile-first: Use square or vertical formats, since most Reddit users browse on mobile.
  
  

If you’re already investing in Reddit video, this is a no-brainer A/B test. And if Reddit isn’t in your mix yet, now may be the right time to explore its potential as a high-efficiency awareness and engagement channel.

Want to talk strategy? Reach out to the JDM team and let’s chat about how Reddit can fuel your funnel.