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.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: September 16, 2025