Reddit is introducing a new 15-second engaged video views goal for promotions, designed to maximize video view time among ad placements. Reddit video ads now have two view goals to choose between.
The 15-second option complements the existing 6-second views target. As Reddit explains: "This new goal is designed to show your video ads to Reddit users who are more likely to keep watching. For videos 15 seconds or shorter, a completed view counts as an engaged video view. For videos longer than 15 seconds, an engaged video view is counted once someone watches for at least 15 seconds."
Reddit says the option is ideal for advertisers using creative that benefits from longer watch time — film trailers, product demos and testimonials.
"If your message lands almost immediately, or you have a shorter creative, 6-second views may still be the better fit," Reddit said. "If your campaign needs more room to persuade, 15-second Engaged Video Views gives you a goal built for that job."
Reddit is offering advertisers the opportunity to run split tests during the initial beta period, so brands can measure 15-second views against 6-second views directly.
That's the most useful part in practice. Which goal fits your creative depends on category and length, and testing settles it faster than estimating.
Measure the minimum time your message needs to land. If cutting the creative at the 15-second mark still leaves a functioning ad, the 6-second goal is probably enough. If the argument only completes at 15 seconds, the 15-second goal is right.
Changing a view goal is really changing who gets the impressions. In the same way creative became the targeting on Meta, goal selection is part of audience design. For working Reddit more broadly, treating it as a research source rather than a participation play is worth reading alongside this.
For videos 15 seconds or shorter, a completed view counts. For longer videos, the view counts once someone watches at least 15 seconds.
6 seconds if the message lands immediately or the creative is short; 15 seconds for trailers, demos and testimonials that need room to persuade. During beta you can split test both directly.
Cut the creative at 15 seconds. If it still works as an ad, 6 seconds is enough. If the argument only completes at 15, use the 15-second goal.
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