Reddit introduces a 15-second video view goal for advertisers, reporting higher completion rates in early tests. Marketers get more room for storytelling, but will users watch longer ads?
Reddit is making a direct play for bigger brand ad budgets with a new 15-second "engaged video view" goal. Early tests show a 71% increase in video completion rates for advertisers using the new option. The update gives marketers a longer window to get their message across-if they can keep users watching.
Reddit positions the 15-second Engaged Video Views format for creative campaigns that require more time to communicate-such as trailers, product demos, and testimonials.
Reddit says the new metric is aimed at brands that need more time for storytelling-like film trailers, product demos, and testimonials. The company argues that a 15-second view is a better sign of real engagement, since users who stick around that long are more likely to absorb a brand’s message. As Social Media Today reports, Reddit claims this longer view duration is a stronger signal of genuine interest than shorter metrics.
Advertisers can now use Reddit’s Ads Manager to split test 6-second and 15-second video view goals in the same campaign. Early results show brands saw a 51% increase in 15-second view-through rates. Reddit is pitching this as a win for industries like entertainment and gaming, where longer videos are common, but the feature could appeal to any brand looking for more than a fleeting impression. According to eMarketer, the split testing tool lets advertisers measure both view goals side by side.
Industry coverage notes that Reddit is especially targeting the new 15-second video view format at entertainment, gaming, and film/TV trailers, but also sees potential for broader brand storytelling. The move is widely interpreted as Reddit's attempt to compete for a larger share of brand advertising budgets by demonstrating the value of longer video formats, challenging the dominance of short-form video ad norms.
For marketers, the ability to test both goals in one place is a practical advantage. It’s similar to recent cross-channel measurement updates from other platforms, like Snap’s expansion of unified attribution for app marketers, as reported earlier. The bigger question is whether longer attention spans actually lead to better business results, not just higher view counts.
Reddit’s move isn’t just about giving advertisers more time-it raises the bar for creative quality. If brands can’t tell a compelling story in 15 seconds, users will scroll past and the spend is wasted. For those who get it right, early data points to deeper engagement and possibly higher conversion rates. The real test will be whether Reddit’s famously tough audience embraces or ignores longer branded videos. For now, the numbers look good, but it’s up to marketers to make those seconds count.
