In the rapidly evolving world of digital advertising, video ads optimisation is crucial. Platforms are constantly refining how they deliver video ads, how engagement is measured, and how advertisers pay. In one of the latest moves to improve video ad performance, Reddit has introduced a 6-second Engaged Video Views optimisation goal. This update is aimed at advertisers who want more meaningful video view metrics, higher completion rates, and lower wasted ad spend.
If you’re an advertiser or marketer focusing on Reddit ads optimisation, video ad performance, or improving ad completion rate, this change could be a game-changer. Let’s dive into what Reddit’s 6-second video view optimisation is, how it works, why it matters, and how you can use it to make your Reddit ads more efficient and engaging.
What is Reddit’s 6-Second Video View Optimisation?
Reddit’s new 6-second Engaged Video Views is an optimisation goal in Reddit Ads that complements the existing 2-second view goal. Here are the key features:
- Advertisers can now choose the 6-second view optimisation goal under the Video Views objective in Reddit’s Ads Manager.
- This optimisation ensures your video ad is shown to users likely to watch for at least six seconds or to full completion, rather than just the initial 2-seconds.
- Billing and delivery are optimised: you pay for views that meet that threshold (6-seconds), which means better ad viewability and higher video completion rate.
Why Reddit Introduced 6-Second Video View Optimisation
Understanding the “why” helps you align your strategy:
- Higher Engagement & Completion Rates
Early tests show advertisers using the 6-second engaged view goal saw around a 130% increase in view-through rate (VTR) and about 71% rise in video completion compared to the 2-second view metric. - Cost Efficiency & Better ROI
Since you’re optimising for viewers who stay longer, the ad spend is more effective. Advertisers get lower cost per meaningful view. Reddit claims that paired with auto bidding, costs per view drop significantly. - Reduce Wasteful Views
Many video ads get “skipped past” or only viewed very briefly. The 2-second metric sometimes counts very short, non-meaningful exposures. The 6-second goal reduces pay for superficial views. This improves video ad performance and video ad optimisation for advertisers. - Align with Other Platforms & Industry Trends
Other social / video platforms are moving toward optimised video metrics (completion, longer view times). Reddit’s move helps stay competitive in delivering advertising value.
How 6-Second Video View Optimisation Affects Ad Campaigns
If you run or plan Reddit video ad campaigns, here’s how this change might affect performance, strategy, and budget:
| Aspect | What to Expect / Change |
|---|---|
| Campaign Setup | When choosing Video Views objective, you can now select 6-second Engaged Video Views instead of 2-second. Once selected, it optimises delivery toward users more likely to watch longer. |
| Creative Structure | You’ll want your video ads to have strong hooks early (0-3 seconds) to encourage users to stay past 6-seconds. Early drop-off is costly. |
| Budget Allocation | Because cost per view (for meaningful views) is likely higher than for superficial 2-second views, budgets may need adjusting. But overall, you may see better return on investment (ROI) because fewer wasted impressions. |
| Bidding & Billing | Ads billed or optimised for viewers who reach 6-second threshold; auto bidding may help reduce cost per view and improve efficiency. |
| Performance Metrics | More emphasis on view-through rate (VTR), video completion rate, engaged video views, rather than just impressions or clicks. Also cost per completed view vs cost per view becomes more important. |
Best Practices for Advertisers to Leverage 6-Second Video View Optimisation
To make the most of this optimisation goal, advertisers and marketers should adopt strategies to improve video ad performance and engagement optimisation on Reddit:
- Hook Early
Use compelling visuals, text, or voiceovers in the very first few seconds. The 0-6 second window is critical. Good hooks reduce drop-offs before 6 seconds. - Keep Videos Tight & Relevant
Videos that deliver value, story, or message early are more likely to retain attention. Avoid slow buildup or fluff in the opening. - Optimize for Format & Mobile
Since many Reddit users browse on mobile, ensure video formats, resolution, captions, and pacing are mobile-friendly. Use square or vertical formats when relevant. - Test Different Versions
Try A/B testing variations: different intros, thumbnails, messages. Use the 2-second view metric as baseline, compare with 6-second goal. - Use Auto Bidding When Available
Auto bidding together with the 6-second goal has been shown to reduce cost per view significantly. Let Reddit’s algorithm find users more likely to engage. - Track Video Ad Metrics Closely
Monitor video completion rate, view through rate, cost per 6-second view, engagement rate, CTR (if clickable). Also, track downstream metrics: conversions, brand lift, etc. - Set Clear Goals
Decide whether your priority is brand awareness, video engagement, or conversions. The 6-second optimisation is powerful for engagement & awareness; if conversion is the goal, ensure your full funnel is aligned.
Potential Challenges & Considerations
While the 6-second engaged view optimisation offers strong benefits, there are also trade-offs or challenges:
- Higher creative cost: making videos that hook well in first few seconds may need higher production or creative budget.
- Possibly higher cost per view: since the metric demands more attention, costs may be higher than basic 2-second view campaigns.
- Risk of drop-off: if the content doesn’t interest users within first few seconds, view rates past 6 seconds might remain low.
- Data lag or testing constraints: beta rollout (initial testing) may limit availability in some regions or accounts.
- Alignment with brand / message consistency: shorter attention spans require condensing branding, messaging, which may risk clarity if not planned well.
What Advertisers Should Do Now
- For campaigns currently using 2-second video view optimisation, test campaigns with the 6-second engaged video view goal to compare performance.
- Reassess your creative pipeline: audit current video ads, see if first 6 seconds are strong; adjust intros, opening visuals.
- Reallocate small portion of budget to test 6-second optimisation before widespread shift.
- Use Reddit’s Ads Manager tools, check help section “Video Goals” for implementation details.
- Monitor metrics closely: cost per engaged view, video completion rate, view through rate, and compare with 2-second goal campaigns.
FAQs
Q1: What is Reddit’s 6-second Engaged Video View optimisation goal?
It’s a new ad optimisation option under Reddit’s Video Views objective that ensures ads are shown to users likely to watch at least 6 seconds or to completion. Advertisers pay based on “engaged views.”
Q2: How does this differ from Reddit’s previous 2-second video view metric?
Previously, the 2-second view objective counted much shorter views (even just 2 seconds of watch). The new 6-second goal is stricter—it aims for longer attention, higher completion, better engagement.
Q3: What are the reported results from initial tests?
Early testers saw around 130% increase in view-through rate (VTR) and about 71% rise in video completion rate, when using the 6-second optimisation vs shorter view metrics.
Q4: Will using the 6-second video view optimisation cost more?
Possibly per view, yes, but because fewer wasted views and better engagement, overall ROI may improve. Additionally, when paired with auto bidding, advertisers report lower cost per meaningful view.
Q5: Is the 6-second goal available everywhere?
It’s being rolled out via beta/testing first. Advertisers with access to Reddit Ads Manager under Video Views objective should see it. Wider rollout may follow.
Q6: What kind of creative works best with this optimisation?
Creatives with strong hooks in the first few seconds, engaging content, visually compelling intros, clear value early. Mobile-friendly formats, good storytelling, fast pacing.
Conclusion
The introduction of the 6-second Engaged Video Views optimisation on Reddit marks a significant step forward for video ad optimisation on the platform. For advertisers looking to improve video ad performance, maximize video completion rate, and reduce wasted ad spend, this is a compelling option to test.
Optimisation goals like this emphasize quality of engagement over sheer volume or impressions. If you’re running or planning Reddit advertising campaigns, now is a good time to experiment with 6-second video view optimisation, sharpen your creatives, adjust budgets, and track the right metrics. The results might well surprise you.
