• by Colin Kirkland , September 17, 2025

To help brands better target engaged video watchers on the platform, Reddit has announced the beta launch of its 6-second “Engaged Video Views” optimization feature.

“Unlike our traditional video view objective, which optimizes for shorter, 2-second views, 6-second Engaged Video Views goes deeper,” the company says, adding that the feature is designed to maximize meaningful interactions and ensure brands’ ad spend is driving results.

In other words, the beta feature – meant to show a brand’s video ads to the users most likely to watch in-app videos to completion – will accompany the 2-second version of the feature, attempting to cover a range of video watching habits.

According to Reddit, initial testing of the 6-second feature shows video marketers seeing a 130% increase in view-through rate (VTR), and a 71% rise in video completion.

In addition, alpha testers saw an 83% cost-per-view (CPV) decrease on average when using 6-second video views in combination with autobidding.

In line with all major social media platforms, video content is gaining popularity on Reddit, with over 3000 video posts shared on the app every day.