The news: Reddit launched a 15-second engaged video views goal beta on Tuesday, a feature designed to help advertisers connect with Reddit users most likely to watch video ads for at least 15 seconds or to completion.

• Marketers can use Reddit’s split testing feature during the beta period to assess 15-second video views against its current 6-second views goal.
• For videos below 15 seconds, watching to completion counts as an engaged video view. For longer videos, the view counts as engaged once a viewer reaches 15 seconds.

Alpha testers have seen promising results so far, including a 51% boost in 15 second view-through rates and a 71% increase in video completion rates on average, according to Reddit internal data.

Why it matters: Despite social video’s strategic importance in marketing plans, marketers face challenges in capturing and sustaining audience attention due to ad avoidance and tolerance behaviors. Ninety-three percent of consumers take actions to reduce ad exposure, including skipping (55%) and ignoring ads (37%), per Clutch. Meanwhile, ads being too long is one of the top reasons US adults disengage with advertising, per Attest.

Those behaviors make sustained attention harder to secure, increasing the value of tools that help marketers focus on users who are more likely to watch longer or complete a video.

That attention can drive better campaign results: High-attention ads drove a 130% lift in conversions and a 51% reduction in cost per action (CPA), per 2025 Adlook research, suggesting that sustaining attention can meaningfully boost business performance.

Recommendations for marketers: Test Reddit’s video goals based on how quickly your creative delivers its message, and use split testing to determine whether longer attention actually improves campaign performance.

• Use 15-second engaged video views for campaigns where viewers need to be engaged for longer periods. Ads like trailers, brand storytelling, product demos, and testimonials may be best suited to the longer goal, Reddit notes.
• 6-second views remain useful for campaigns with immediately clear messaging or those focused on capturing attention at scale.
• Compare the two goals against downstream metrics like conversions, CPA, and brand lift to determine whether additional viewing time produces stronger business outcomes.

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