Social Rocket
Reddit is introducing a new optimisation and billing goal for video ads: 15-second Engaged Video Views. The feature has been available to advertisers worldwide as a public beta since 1 September 2026.
The new goal complements the existing optimisation for 6-second views and is aimed at campaigns whose message needs more time.
When a 15-second view counts
For videos up to 15 seconds long, a video watched in full counts as an Engaged Video View. For longer videos, the view is counted as soon as a user has watched at least 15 seconds.
Reddit recommends the goal in particular for:
- product demos
- feature explanations
- testimonials
- trailers
- brand storytelling
- longer creatives with a message that needs explaining
For very short advertising messages, Reddit considers the existing 6-second goal the more suitable option.
Reddit reports higher completion and view-through rates
In internal alpha tests between May and July 2026, Reddit says it recorded on average a 51 percent higher 15-second view-through rate and a 71 percent higher video completion rate.
These figures come from Reddit itself and should therefore be classed as vendor data. They do show what the new product is optimised for: not the maximum number of brief contacts, but users who stay with a video for longer.
During the beta, advertisers can also run split tests between the 6-second and the 15-second goal. Reddit recommends running these tests at ad-group level for at least two weeks with automated bidding.
Only qualified views are billed
Reddit also positions the new goal as a billing option. Advertisers pay for the defined Engaged Video Views and can use automated bidding strategies such as Lowest Cost or Cost Cap.
This brings Reddit closer to the logic of other performance platforms, where not just delivery but a specific engagement signal is optimised.
For media buyers, this is mainly interesting where classic short video views say little about actual attention. A 15-second signal is likewise no proof of purchase intent, but it sets a considerably higher attention threshold than a very short view.
Context for social media advertising
With this, Reddit is further developing its ad product towards differentiated campaign goals. Especially for products that need explaining or for consideration campaigns, a longer view goal can make more sense than pure reach.
Other platforms are also investing more heavily in measurability. Snapchat, for example, has rolled out its Unified Attribution worldwide for app advertisers. OpenAI is likewise increasingly developing ChatGPT Ads into a full-fledged performance marketing platform.
How important transparent measurement has become is also shown by the current FTC lawsuit against Amazon over allegedly manipulated advertising auctions.
For German advertisers, the new Reddit goal is directly relevant, as according to Reddit the public beta is available globally.