Video Ads on Reddit: Optimize for 6-Second Viewing

Reddit has introduced a new optimization goal for video — 6-second Engaged Video Views. This update could change how you structure your splits in video campaigns, as it provides more ways to secure higher-quality, longer exposure to your brand using Reddit Ads tools.

The change steers delivery toward people who are highly likely to watch the video to completion or at least to the 6-second mark (as opposed to the previous 2-second optimization). The feature is already available in Reddit Ads Manager for campaigns with the Video Views objective.

Reddit emphasizes paying only for “meaningful” views — i.e., 6-second or completed views; this is an “optimized billing and delivery” model designed to drive real engagement.
Given the rapid-consumption nature of in-feed content, this can materially improve the potential impact of your Reddit ad impressions on brand outcomes: longer watch time can drive significantly higher message recall, which in turn may influence brand awareness, consideration, and perception.

Setup & bidding

In an existing or new Video Views campaign, at the Ad Group level choose Bidding & optimization → 6-second Engaged Video Views; this selection cannot be changed later. Automated strategies available: Lowest Cost or Cost Cap.