February 19, 2026
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.
Unlike subreddit targeting, which places ads in specific communities, interest targeting reaches users based on Reddit's analysis of their overall behavior patterns.
Reddit determines user interests through:
This creates a holistic picture of user interests that extends beyond any single community.
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 advertising strategy.
Reddit organizes interests into major categories and subcategories:
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 |
Combine multiple interests for more precise targeting.
Group related interests for broader reach within a theme:
Example: Reaching Home Improvement Enthusiasts
Example: Reaching Tech Professionals
Combine interests that often overlap in your target audience:
Example: Targeting Health-Conscious Consumers
Example: Reaching Young Professionals
Layer geography with interests for local relevance:
Example: Regional Sports Marketing
Example: Local Service Business
Combine interests with device targeting for platform-specific campaigns:
Example: Mobile App Promotion
Example: B2B Software
Structure tests to learn which interests perform best:
Improve targeting based on performance data:
Weekly Review
Bi-Weekly Adjustments
Monthly Strategy Review
Reddit's MAX Campaigns reveal which interests drive conversions through Top Audience Personas. Use these insights to:
Problem: Adding too many restrictions narrows audience too much. Solution: Start broad, then narrow based on performance data.
Problem: Some interests overlap significantly, creating redundancy. Solution: Review interest descriptions and choose the most specific match.
Problem: Never adjusting interest targeting after launch. Solution: Regular optimization based on reddit ads reporting metrics.
Problem: Using generic creative that doesn't speak to the interest. Solution: Tailor messaging to resonate with each interest group.
Interest targeting works best in specific scenarios:
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.
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.
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.
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.
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