Reddit Interest Targeting: How to Use It Effectively
Interest targeting on Reddit allows you to reach users based on their demonstrated interests across the platform—not just specific subreddits they visit. This broadens your reach while maintaining relevance. Here's how to use interest targeting effectively in your 2026 Reddit advertising campaigns.
Understanding Interest Targeting
Unlike subreddit targeting, which places ads in specific communities, interest targeting reaches users based on Reddit's analysis of their overall behavior patterns.
How Reddit Identifies Interests
Reddit determines user interests through:
- Subreddit subscriptions: Communities users choose to join
- Engagement patterns: Posts they upvote, save, or comment on
- Time spent: How long they browse different topics
- Cross-community behavior: Patterns across related subreddits
- Search activity: What users search for within Reddit
This creates a holistic picture of user interests that extends beyond any single community.
Interest vs. Subreddit Targeting
| Aspect |
Interest Targeting |
Subreddit Targeting |
| Reach |
Broader |
More narrow |
| Precision |
General interests |
Specific communities |
| Audience size |
Larger |
Smaller |
| Creative approach |
Interest-relevant |
Community-specific |
| Best for |
Scale and testing |
Proven, niche targeting |
Both targeting types have their place in a comprehensive Reddit strategy.
Available Interest Categories
Reddit organizes interests into major categories and subcategories:
Technology & Gaming
- Video Gaming (PC, Console, Mobile)
- Computers & Electronics
- Software & Apps
- Crypto & Blockchain
- Tech News
Entertainment
- Movies & Television
- Music & Audio
- Books & Literature
- Anime & Manga
- Comedy & Humor
Sports & Fitness
- Professional Sports (NFL, NBA, Soccer, etc.)
- Fantasy Sports
- Fitness & Exercise
- Outdoor Activities
- Combat Sports
Business & Finance
- Investing & Markets
- Personal Finance
- Career & Jobs
- Entrepreneurship
- Real Estate
Lifestyle
- Food & Cooking
- Travel
- Fashion & Style
- Home & Garden
- Relationships
News & Politics
- Current Events
- Politics (US and International)
- Science & Research
- World News
Hobbies
- DIY & Crafts
- Photography
- Pets & Animals
- Automotive
- Collecting
Setting Up Interest Targeting
Step-by-Step Setup
- Create campaign: Choose your objective in Reddit Ads Manager
- Set up ad group: Name your ad group for easy identification
- Select targeting: Choose "Interests" in the Audience section
- Browse categories: Expand categories to see available options
- Select interests: Check boxes for relevant interests
- Review audience size: Monitor the estimated reach indicator
- Layer additional targeting: Add location, device, or exclusions as needed
Audience Size Guidelines
Aim for audience sizes that support effective delivery:
| Audience Size |
Status |
Recommendation |
| Under 50,000 |
Too narrow |
Add more interests or remove restrictions |
| 50,000-200,000 |
Limited |
Works for testing, may have delivery issues |
| 200,000-1,000,000 |
Ideal |
Good balance of reach and relevance |
| Over 1,000,000 |
Broad |
Consider narrowing or testing segments |
Interest Layering Strategies
Combine multiple interests for more precise targeting.
Similar Interest Layering
Group related interests for broader reach within a theme:
Example: Reaching Home Improvement Enthusiasts
- Home & Garden + DIY & Crafts + Real Estate
Example: Reaching Tech Professionals
- Software & Apps + Career & Jobs + Entrepreneurship
Complementary Interest Layering
Combine interests that often overlap in your target audience:
Example: Targeting Health-Conscious Consumers
- Fitness & Exercise + Food & Cooking + Personal Finance
Example: Reaching Young Professionals
- Career & Jobs + Travel + Investing & Markets
Interest + Location
Layer geography with interests for local relevance:
Example: Regional Sports Marketing
- Target NFL interest + specific DMAs where your team plays
Example: Local Service Business
- Target Home & Garden + specific metro area
Interest + Device
Combine interests with device targeting for platform-specific campaigns:
Example: Mobile App Promotion
- Target Gaming interest + Mobile devices only
Example: B2B Software
- Target Business & Finance + Desktop only
Optimization Strategies
Testing Interest Groups
Structure tests to learn which interests perform best:
- Create multiple ad groups: One interest category per group
- Use identical creative: Same ads across all groups
- Equal budget: Distribute evenly for fair testing
- Run for 7-14 days: Allow learning phase to complete
- Compare performance: Identify winning interest categories
- Scale winners: Increase budget on top performers
Refining Over Time
Improve targeting based on performance data:
Weekly Review
- Check performance by interest group
- Pause underperforming interests
- Note high-performing combinations
Bi-Weekly Adjustments
- Test new related interests
- Adjust bid strategies by interest
- Refine creative for winning interests
Monthly Strategy Review
- Analyze overall interest targeting ROI
- Compare to subreddit targeting results
- Adjust budget allocation between targeting types
Using Interest Insights from MAX Campaigns
Reddit's MAX Campaigns reveal which interests drive conversions through Top Audience Personas. Use these insights to:
- Identify interests you hadn't considered
- Validate your interest targeting choices
- Discover interest combinations that work together
- Inform manual campaign targeting decisions
Common Mistakes to Avoid
Over-Targeting
Problem: Adding too many restrictions narrows audience too much.
Solution: Start broad, then narrow based on performance data.
Ignoring Category Overlap
Problem: Some interests overlap significantly, creating redundancy.
Solution: Review interest descriptions and choose the most specific match.
Set-and-Forget
Problem: Never adjusting interest targeting after launch.
Solution: Regular optimization based on performance metrics.
Mismatched Creative
Problem: Using generic creative that doesn't speak to the interest.
Solution: Tailor messaging to resonate with each interest group.
When to Use Interest Targeting
Interest targeting works best in specific scenarios:
Ideal Use Cases
- Testing new audiences: Discover which interests respond to your offer
- Scaling proven campaigns: Expand beyond successful subreddit targeting
- Broad awareness: Reach large audiences with relevant interests
- Unknown communities: When you're unsure which subreddits to target
- Interest-specific products: Products with clear hobby/interest alignment
When to Consider Alternatives
- Highly niche products: Subreddit targeting may be more precise
- Community-specific messaging: Subreddit targeting allows tailored creative
- Maximum control: Subreddit targeting offers more predictability
- Retargeting: Custom audiences reach known visitors
Frequently Asked Questions
Can I combine interest targeting with subreddit targeting?
Yes, you can layer interest targeting with subreddit targeting in the same ad group. This creates an AND condition—users must match both criteria. This is useful for reaching users interested in a topic who also frequent specific communities, but be aware it significantly narrows your audience.
How many interests should I select per ad group?
For testing, select 1-3 related interests per ad group to understand performance clearly. For scaled campaigns, you can include 5-10 complementary interests. Avoid selecting unrelated interests in the same group, as this dilutes your messaging relevance.
Do interests update as user behavior changes?
Yes, Reddit continuously updates interest classifications based on recent user activity. Users who develop new interests or change browsing patterns will see their targeting profile evolve. This means your ads reach users based on current, not historical, interests.
Is interest targeting more expensive than subreddit targeting?
Costs depend on competition and audience size, not targeting type. Interest targeting typically reaches larger audiences with more competition, which can affect CPMs. However, the broader reach often provides more scale at competitive rates. Test both targeting types to understand cost-performance tradeoffs for your campaigns.
Key Takeaways
- Interest targeting reaches users based on behavior patterns across Reddit, not just specific communities
- Layer interests strategically to balance reach and relevance
- Test interest groups separately to identify top performers
- Combine interests with location, device, and other targeting for precision
- Use MAX Campaign insights to discover high-performing interest segments
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