Reddit's targeting options allow you to reach specific audiences based on their interests, communities, behaviors, and demographics. Understanding these options is essential for creating effective campaigns that connect with the right users. This guide explains every targeting method available on Reddit in 2026.
Community targeting is Reddit's most powerful and distinctive targeting option. It lets you place ads in specific subreddits where your target audience participates.
When you target a subreddit, your ads appear to users who view or engage with that community. Reddit has over 100,000 active communities spanning virtually every interest and topic.
Research before targeting: Spend time in potential target subreddits to understand community culture, language, and what content resonates.
Start specific, then expand: Begin with 5-10 highly relevant subreddits rather than hundreds. Test performance before broadening.
Group similar communities: Create ad groups that combine subreddits with similar audiences for efficient learning.
Use exclusions strategically: Exclude communities where your brand may not fit the culture or conversation.
See our detailed subreddit targeting guide for advanced strategies.
Interest targeting reaches users based on their broader interest patterns across Reddit, not just specific subreddits.
Reddit offers interest targeting across major categories:
| Category | Examples |
|---|---|
| Technology | Gaming, Software, Hardware, Crypto |
| Entertainment | Movies, Music, TV, Books |
| Sports | NFL, Soccer, Basketball, Fitness |
| Business | Finance, Marketing, Entrepreneurship |
| Lifestyle | Food, Travel, Fashion, Home |
| Education | College, Careers, Learning |
Reddit identifies user interests based on:
Combine with other targeting: Layer interests with location or device targeting for precision.
Use for broader reach: Interest targeting casts a wider net than subreddit targeting.
Test interest groupings: Different interest combinations may reach distinct audience segments.
For more detail, see our Reddit interest targeting guide.
Keyword targeting shows your ads when users search for specific terms on Reddit or engage with content containing those keywords.
Search Keywords: Target users actively searching for specific terms within Reddit.
Contextual Keywords: Target based on content and conversations users engage with.
Effective keyword lists include:
Reddit uses broad matching by default, meaning your ads may appear for variations and related terms. Be specific with keywords to maintain relevance.
Reach users based on their geographic location.
| Level | Description |
|---|---|
| Country | Target entire countries |
| Region/State | Target states, provinces, or regions |
| City | Target specific metropolitan areas |
| DMA | Target designated market areas (US) |
Reddit identifies user location through:
Reach users on specific devices and platforms.
Platform
| Platform | Characteristics |
|---|---|
| Desktop | Longer sessions, deeper engagement, easier conversions |
| Mobile App | Higher volume, casual browsing, app-install opportunities |
| Mobile Web | Mix of behaviors, often transitional |
Create audiences based on your own customer data and website visitor behavior.
Using the Reddit Pixel, create audiences from:
Customize how far back to include visitors:
Upload email lists to create audiences:
Reddit matches your data against its user base while maintaining privacy through hashing.
Create audiences that resemble your best customers:
Lookalike audiences work best when your seed audience is substantial (1,000+ users) and clearly defined.
Reddit offers audience expansion options to increase reach beyond your core targeting.
When enabled, Reddit may show ads to users beyond your specified targeting who are likely to respond positively based on performance data.
Reddit's MAX Campaigns introduce AI-driven targeting that automates audience optimization.
MAX Campaigns analyze Reddit Community Intelligence—over 23 billion posts and comments—to:
MAX Campaigns reveal which audience segments drive results through Top Audience Personas—showing you the communities and interest patterns of your converting users.
Layer multiple targeting options for precision:
| Combination | Use Case |
|---|---|
| Subreddit + Location | Local service targeting relevant communities |
| Interest + Device | Mobile app promotion to interested users |
| Keyword + Custom Audience | Retarget searchers who visited your site |
| Interest + Exclusions | Broad reach minus irrelevant segments |
When multiple options are combined, Reddit uses AND logic—users must match all criteria to see your ad. This narrows your audience but increases relevance.
Reddit recommends targeting audiences of at least 50,000-100,000 users for effective delivery and optimization. Smaller audiences may result in limited delivery or higher costs. If your targeting is too narrow, broaden by adding subreddits, interests, or expanding location parameters.
No, Reddit doesn't allow targeting individual users by username. The platform protects user privacy by only allowing aggregate targeting based on interests, communities, and behaviors. Custom audiences based on email lists are matched anonymously.
Performance varies by advertiser and objective. Generally, subreddit targeting delivers highest relevance and engagement for brands that understand their communities. For scale and efficiency, interest targeting or MAX Campaigns often perform well. Test multiple approaches and let data guide your strategy.
Review targeting performance weekly during active campaigns. Make adjustments when you have sufficient data (typically after 7-14 days or several thousand impressions per targeting option). Avoid constant changes that reset learning; instead, make strategic adjustments based on clear performance patterns.
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