Reddit today launched a beta feature called 6-second Engaged Video Views, a new optimization goal designed to make video ads more impactful and cost-efficient.
- Unlike Reddit’s existing 2-second view objective, the new option prioritizes users who are likely to watch an ad for at least six seconds or to completion.
- Early testers reported +130% view-through rates, +71% completion rates, and an 83% drop in cost per view when paired with auto bidding, according to internal Reddit data.
Why we care. Reddit’s new 6-second Engaged Video Views metric shifts ad spend toward users who actually watch, not just scroll past, reflecting advertiser demand for quality over quantity. Early tests show higher completion rates and significantly lower costs per view, helping brands stretch budgets while ensuring real impact.
The details:
- Advertisers only pay for engaged views, improving ROI.
- The goal is available in Reddit Ads Manager under Video Views campaigns with automated bidding options (Lowest Cost or Cost Cap).
- Once selected, the optimization goal can’t be changed for that campaign.
The big picture. With more than 3,000 videos posted daily and half of Reddit content consumed in media form, the platform is leaning into video as a core driver of brand storytelling and user engagement.
What’s next. Advertisers can start testing the feature immediately in beta ahead of a wider rollout.
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