Reddit Audiences

Reddit audiences help you reach redditors based on their relevant keywords, communities, and interests. We strongly recommend enabling automated targeting to include other relevant audiences beyond your selection automatically. 

When starting on Reddit, we recommend starting with interest targeting to broaden your audience. But if you'd like to use community targeting, try to include at least 15 communities per ad group for best results.

Types of audiences

There are several options for Reddit audiences:

• Interest targeting: Topics redditors recently interacted with. 
• Community targeting: Communities (“subreddits”) redditors subscribed to or have viewed or visited the communities in the last 28 days.
• Keyword targeting: Content containing keywords that you define.
  This only supports terms in English.

Interest targeting

Topics redditors recently interacted with. These categories are based on the Interactive Advertising Bureau (IAB) standard using classifications of communities that redditors subscribe to or visit.

For example, if you were promoting a new party game, you might choose the entertainment, gaming, and food & drink interest groups. You might narrow the focus of the gaming interest to only board & card games.

Interest groups and subgroups

Interests are broken down into groups and subgroups. To see reporting for these interests, update your date range so the start date is when the new interests were first made available to your account.

Animals & Pets

Subgroups	Bulk Import Values
Pets	pets_v3
Animals	animals_v3

Art & Design

Subgroups	Bulk Import Values
Home	home_decor_v3
Renovating	home_repair_v3
Art	art_v3
Digital Art	digital_art_v3
DIY & Crafts	diy_crafts_v3
Design	design_v3
Architecture	architecture_v3
Photography	photography_v3
Filmmaking	filmmaking_v3
Performing Arts	performing_arts_v3

Automotive

Subgroups	Bulk Import Values
Cars & Vehicles	cars_v3
Motorcycles	motorbikes_v3
Trains & Public Transport	trains_v3
Auto Brands	auto_type_v3
Auto Repair	auto_repair_v3

Business & Finance

Subgroups	Bulk Import Values
Cryptocurrency	cryptocurrency_v3
Business	business_v3
Deals & Marketplace	marketplace_v3
Personal Finance	personal_finance_v3
Stocks & Investing	investing_v3

Entertainment

Subgroups	Bulk Import Values
Humor	humor_v3
Memes & Pop Culture	memes_v3
General Entertainment	entertainment_v3
Reddit Meta	reddit_meta_v3

Family & Relationships

Subgroups	Bulk Import Values
Life Advice	life_advice_v3
Dating	dating_v3
Family	family_v3
Parenting	parenthood_v3
Marriage & Civil Unions	marriage_v3

Food & Drink

Subgroups	Bulk Import Values
Cooking & Kitchen	cooking_v3
Barbecues & Grilling	bbq_grilling_v3
Baking & Desserts	baking_v3
Vegetarian & Vegan Food	vegetarian_vegan_v3
Non-Alcoholic Beverages	beverages_v3
Fast Food & Restaurants	fast_food_v3
Alcoholic Beverages	alcohol_v3

Gaming

Subgroups	Bulk Import Values
General Gaming	video_gaming_v3
Action & FPS Games	action_fps_games_v3
RPG Games	rpg_games_v3
Strategy Games	strategy_games_v3
Simulation Games	simulation_games_v3
Sport & Racing Games	sports_games_v3
Adventure Games	adventure_games_v3
Mobile Gaming	mobile_gaming_v3
Gaming Consoles, Gear, & Setup	consoles_gear_v3
Streamers	streamers_v3
Gaming News & Discussion	gaming_news_v3
Board & Card Games	tabletop_games_v3
eSports	esports_v3

Healthy Living

Subgroups	Bulk Import Values
Outdoor Activities	outdoors_v3
Nature	nature_v3
Boating & Sailing	boating_v3
Exercise & Fitness	fitness_v3
Diet & Nutrition	nutrition_v3
Wellness	wellness_v3

Industries

Subgroups	Bulk Import Values
Career Planning & Recruitment	career_planning_v3
Gardening & Agriculture	garden_farming_v3
Law	law_v3
Engineering	engineering_v3
Marketing & Social Media	marketing_v3
Real Estate	real_estate_v3
Startups & Small Business	entrepreneurship_v3

Moods

Subgroups	Bulk Import Values
Amazing	amazed_v3
Intriguing	intrigued_v3
Wholesome	wholesome_v3
Satisfying	satisfied_v3
Spooky & Unusual	spooked_v3

Music & Audio

Subgroups	Bulk Import Values
Music	music_v3
Instruments & Production	musicians_v3
Rock Music	rock_v3
Rap & Hip-hop Music	hiphop_v3
Country Music	country_v3
Metal Music	metal_v3
Jazz Music	jazz_v3
Classical Music	classical_v3
Electronic Music	electronic_v3
R&B Music	r&b_v3
Pop Music	pop_v3
Indie Music	indie_alt_v3
K-pop Music	kpop_v3
Podcasts	podcasts_v3

News & Education

Subgroups	Bulk Import Values
US News & Politics	us_news_v3
World News & Politics	world_news_v3
Studying & Education	college_education_v3
Languages	languages_v3
Science	science_v3

Reading

Subgroups	Bulk Import Values
Comics & Graphic Novels	comics_v3
Anime & Animation	anime_v3
Stories & Literature	literature_v3

Sports

Subgroups	Bulk Import Values
Soccer	soccer_v3
College Sports	college_sports_v3
Football	football_v3
Basketball	basketball_v3
Baseball	baseball_v3
Ice Hockey	hockey_v3
Cycling	cycling_v3
Wrestling & Combat Sports	wrestling_v3
Track & Field	track_and_field_v3
Golf	golf_v3
Tennis & Racket Sports	tennis_v3
Swimming & Water Sports	swimming_v3
Rugby	rugby_v3
Extreme Sports	extreme_sports_v3
Racing	motor_sports_v3
Fishing	fishing_v3
Hunting	hunting_v3
Winter Sports	wintersports_v3
Other Sports & Activities	other_sports_v3

Style & Fashion

Subgroups	Bulk Import Values
Accessories & Jewelry	accessories_v3
Watches	watches_v3
Streetwear & Sneakers	streetwear_v3
Tattoos & Piercings	tattoos_piercings_v3
Beauty	beauty_v3
Makeup	makeup_v3
Hair	hair_v3
Nails	nails_v3
Skincare	skincare_v3
Women's Fashion	womens_fashion_v3
Weddings	weddings_v3
Men's Fashion	mens_fashion_v3
Fashion Brands	fashion_trends_v3

Technology & Computing

Subgroups	Bulk Import Values
Computers & Hardware	hardware_v3
Software & Apps	software_v3
Programming	programming_v3
Consumer Electronics	consumer_electronics_v3
Phones, Tablets, & Wearables	mobile_gadgets_v3
Virtual & Augmented Reality	virtual_reality_v3

Television & Film

Subgroups	Bulk Import Values
Industry News & Discussion	tv_movies_v3
Genre: Action	action_v3
Genre: Crime & Mystery	crime_v3
Genre: Fantasy	fantasy_v3
Genre: Superhero	superhero_v3
Genre: Documentaries	documentaries_v3
Genre: Horror	horror_v3
Genre: Drama	drama_v3
Genre: Sci-fi	science_fiction_v3
Genre: Comedy	comedy_v3
Genre: Animation	animation_v3
Genre: Reality & Competition	reality_v3
Streaming Services	cordcutters_v3

Toys & Collectibles

• Subgroup: Toys & Collectibles
• Bulk Import Value: toys_v3

Travel & Geography

Subgroups	Bulk Import Values
Travel & Tourism	travel_lifestyle_v3
Airlines	flying_v3
Africa	africa_v3
Asia	asia_v3
Europe	europe_v3
North America	north_america_v3
South America	south_america_v3
Middle East	middle_east_v3
Australia, New Zealand, & Oceania	oceania_v3

Community targeting

Community targeting shows your ad to redditors active in specific communities (“subreddits”), including those who've joined or recently been active in them. These ads may be shown anytime they're browsing on Reddit and aren't limited to being shown in the subreddits selected. For example, if you're promoting a brain game app, you might target r/todayilearned, r/askreddit, and r/whatisthisthing. On average, advertisers who've included this targeting in their audience see almost triple the conversions compared to run of site (ROS).

Not all communities are approved to serve ads. Check your spelling first if you don't see a community as you type. If the community still isn't showing up, chances are it isn't approved for ads. Learn more about the types of communities eligible for ads.

Keyword targeting

Keyword targeting takes a list of keywords in English, understands their context, and places your ad where it's most relevant to reach your targeted redditors. This includes redditors whose past and current behaviors show an active interest in what you're promoting.

Keyword targeting is optimized for clicks and conversions, driving better lower funnel performance than other Reddit audience options. Some advertisers using keyword targeting have seen almost triple the incremental conversions and about 80% lower cost per incremental conversion compared to ROS. ¹

Keyword targeting doesn't support special characters except for periods (.). It also doesn't accept commonly-known stop words on its own, like “it,” “have,” “try,” “go,” “if,” “and,” “the,” and “where.” However, you can use these keywords in an expression like “where is the nearest headphone store.”

We recommend using the estimates tool, reporting, and keyword suggestions to refine terms and segment keywords by strategy to target terms relevant to your company's branding, product, and competitors.

Do you learn better by watching? Watch the next video or check out other tutorials on the Ads Formula.

Recommendations

Try multi-placement.

Keyword targeting supports conversation and feed placement, generating performance at scale by showing ads in the best possible places. Combine feed and conversation placement in the same ad group to maximize performance.

Broaden your reach with automated targeting.

Automatically expand your audience beyond your initial selection with our automated targeting solution. Learn more about automated targeting.

Fine-tune your keywords for Reddit.

We recommend tailoring keywords to match your goal while matching the casual and conversational tone on Reddit.

• Common expressions, like “student discount,” “food delivery service,” “stock market,” or “best FPS,” usually perform well. 
• Reach redditors better by including keywords relevant to your goal. For example, use terms like “crane,” "construction equipment", "heavy machinery", "lifting equipment", and "crane rental” if you're advertising crane rentals.

Experiment with keywords.

With up to 1,000 positive and 2,000 negative keywords per ad group, you have plenty of space to experiment.

• The longer your keywords, the harder it is to match. So instead of “best pizza delivery service in California,” try “best,”  “pizza,” “delivery service,” and “California.”
• Use bulk entry to add multiple keywords quickly. This will let you add up to the keyword limit with each keyword being on a new line.

Optimize your budget based on audience estimates and insights.

A high budget with a few low-volume keywords can result in unspent budgets, leading to higher CPCs (cost-per-clicks).

• Adjust your budget or campaign duration to pace your campaign based on your estimates. 
• Use keyword insights to exclude keywords driving significant volume at a higher CPC and add similar suggestions for keywords performing well. 
• Leverage auto-bidding strategies like lowest cost and cost cap. Lowest cost usually delivers the best results, but cost cap is a great option for more control.

Best practices

• Use automated bidding strategies. Maximize your ad group's performance by optimizing your bids. Learn about bidding strategies.
• Change your targeting with your audience. Since redditor behavior changes, your target audience may move between communities and interest groups. Edit your ad group occasionally to ensure they still see your ads.
• Cast a wide net. Enable automated targeting, increase bids, or pair with additional relevant interest groups or communities to reach more users in hyper-relevant communities. You can also start typing an interest to find it easily.
• Test and optimize. Run ads across multiple communities and interest groups to measure their successes and identify top performers.

Brand safety

Reddit maintains a keyword blocklist to ensure brand safety on the platform. Blocklisted words cannot be targeted and are automatically removed when attempting to add to keywords. Targeting sensitive groups, engaging in discrimination, or violating applicable law or Reddit's policies is prohibited. Learn more about our targeting guidelines.

You can prevent ads from appearing in up to 500 excluded communities and for certain keywords in brand safety by managing an ad group.

• Exclude communities: Prevent your ad from being placed in certain communities. This will apply to community feed and conversation placements. 
  You can exclude specific communities, but subscribers of those communities may still see your ads in their home feed.

• Exclude keywords: Prevent your ads from being placed between posts containing certain keywords in the headline. Learn more about excluding keywords.

Exclude keywords

Only place ads in a slot where neither the post above nor below contains certain keywords in the headline. This only applies to individual words without spaces. It doesn't apply to media like images and videos or takeover campaigns. 

You can also use an asterisk (*) at the beginning or end of the word to exclude a wider grouping of keywords that share a prefix or suffix.

Exclusion	Description	Example
Keyword	Block words that match your term.	bad would exclude headlines containing “bad” or “Bad”
Prefix	Block keywords that begin with the same term.	bad* would exclude headlines containing words like “bad,” “Bad,” “badgered,” and “badmouth”
Suffix	Block keywords that end with the same term.	*bad would exclude headlines containing words like “bad,” “Bad,” “forbad,” and “sinbad”

View and export Reddit audience reporting

Measure insights on interests, communities, keywords, and genders you're targeting by viewing your campaign or ad group's insights. 

1. Go to the dashboard and select the insights for the type of entity you'd like to view. 
2. Open the actions menu for your entity. 
3. Select view insights. Statistics on the interests, communities, keywords, and genders you're targeting will appear.

¹ Reddit Internal, June 2024