Reddit adds 15-second video views objective for advertisers
Reddit has launched a 15-second video views ad goal, expanding its performance options for video campaigns. The new option complements the app’s existing 6-second views goal and the app is letting brands run split tests while the feature is in beta.
For music marketers—labels, managers, promoters, and distributors—this offers a new format to build awareness around releases, tours, and catalog moments. A 15-second views objective supports mid-length storytelling: think chorus-led teasers, behind-the-scenes snippets, or punchy tour highlights that can communicate narrative and brand in a single cut. Meanwhile, the existing 6-second views goal remains a useful tool for bumpers and rapid-fire hooks. Together, they enable sequencing strategies that move audiences from micro-attention to deeper engagement.
Strategically, consider creative built specifically for a 15-second watch intent: front-load the hook within the first two seconds; introduce the artist name and visual identity early; use clear on-screen copy for silent autoplay; and anchor the cut around a single memorable moment (a drop, dance move, lyric, or fan reaction). For catalog or discovery campaigns, select instantly recognizable segments; for pre-release efforts, use a strong pre-chorus or bridge with a simple call to action.
The ability to run split tests in beta is particularly valuable for music campaigns that rely on rapid iteration. Use testing to compare: different song sections or mixes (e.g., chorus vs. verse), alt thumbnails and opening frames, short captions and CTAs (pre-save, follow, join community, ticket on-sale), or creator-led vs. official-asset edits. You can also test community relevance by tailoring edits to distinct interest clusters (e.g., genre, instruments, production, live events) without asserting performance assumptions before data comes in.
Planning and measurement should align to a views-focused outcome. Set clear creative success criteria such as early-view retention, completion propensity within 15 seconds, and engagement signals appropriate to Reddit (comments and saves driven by genuine interest). Use the 6-second and 15-second goals in complementary flights: short assets for broad reach and frequency, and 15-second cuts for deeper message delivery. Rotate creative frequently to mitigate fatigue, and refresh hooks as campaign phases change (tease, announce, sustain, and last-call push).
Operationally, sync the rollout of 15-second creative with key music marketing milestones: track or album announcements, ticketing windows, limited-edition merch drops, or UGC challenges. Ensure legal and rights clearances for any fan or creator footage used in edits. Coordinate with your Reddit account team or buying partner to access the beta, confirm eligibility, and configure split-test parameters that reflect your objectives.
For teams balancing upper- and mid-funnel goals, Reddit’s expanded video views options can help calibrate attention length to message complexity—without abandoning short-form efficiency. As the feature progresses out of beta, expect learnings that inform creative frameworks for both discovery and conversion-oriented music campaigns.
Based on reporting by Social Media Today