• by Colin Kirkland , Yesterday

Advertisers running campaigns on Reddit now have the option to directly compare the success of multiple ad variants ahead of launching their final promotion.

Reddit's new “Split Testing” tool invites ad partners to run a controlled A/B test within Ads Manager, enabling brands to test two flight variants at the same time to theoretically decipher which ad strategy will be best for their business on the app.

“In one controlled experiment, you split your available audience at the user level [and] run two flights with just one variable changed,” the company's announcement explains, adding that brands should then receive a “winner declaration at 65% confidence.”

To set up a split test, advertisers can select a pre-built template in the Ads Manager’s “Experiments” dashboard and then choose their control campaign or ad group, and  Reddit's automated system will then generate the treatment variant.

Split tests on Reddit can run between two and six weeks in duration, depending on how much of a response sample advertisers seek.

Notably, to utilize split testing, advertisers are required to spend a minimum of $1,000 per day.

According to Reddit, the company’s beta data showed that 4 out of 5 split tests successfully identified a winning variant regarding return on ad spend.

The launch marks a more established and practical approach to helping advertisers feeling confident about their promotional output on Reddit, especially compared to the company’s ongoing rollout of AI-powered ecommerce tools and ad formats.

While Reddit's split-testing feature still relies on the platform’s AI-powered system, the launch is focused less on expanding reach or perfecting targeting practices than it is about boosting certainty and confidence around a brands’ long-term ad strategy.