# Reddit Ads
#### **Why Use Primer Audiences for Reddit Ads?**
Reddit is home to thousands of active, interest-driven communities— but native targeting options can sometimes be broad, making it hard to reach the exact people who match your ICP. Primer solves this by giving you **high-match, precise audiences** that sync directly to Reddit.
Instead of relying solely on subreddit-level targeting, Primer lets you:
* Expand ICP targeting **beyond subreddits**
* Refine subreddit targeting to reach **only the people who fit your ICP**
* Suppress unqualified users and reduce wasted spend
* Reach decision-makers and high-intent users who are otherwise difficult to isolate on Reddit
With Primer’s enriched data delivering up to **27% match rates** compared to \~2% from CSV uploads, your Reddit campaigns gain **stronger reach, tighter relevance, and higher efficiency** right out of the gate.
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#### **Getting Started**
Primer enables you to create accurate, enriched audiences that sync directly to **Reddit Ads Manager**. These audiences can be used across Reddit’s ad placements, including Feed, Conversation, and Community placements.
#### **How Primer Syncs to Reddit**
* Primer creates a **Custom Audience** in Reddit Ads Manager based on your People Audience in Primer
* Once synced and ready, Primer audience can be applied to any Reddit campaign or ad group
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For more information on creating and managing Custom Audiences directly in Reddit Ads Manager, see [Reddit’s official guide](https://business.reddithelp.com/s/article/custom-audiences).
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#### **Recommended Audience Size**
Reddit campaigns generally perform best when audiences are:
* **At least 5,000–10,000 matched users** (minimum recommended for stable delivery and optimization)
* **Broad enough** to allow Reddit’s algorithm to optimize delivery
* **Refined using ICP filters** (job titles, company size, industry, etc.) rather than narrow subreddit-only rules
* **Contain a minimum of 1,000 users -** audiences below this threshold may fail to process and can appear as *invalid* in Reddit Ads Manager
Smaller audiences (just above 1,000 users) can still serve, but delivery may be limited depending on subreddit activity, match rate, and daily budget.
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#### **Assessing Match Rate**
Match rates on Reddit depend heavily on whether your audience uses **personal emails**, not work emails. This is why Primer’s enrichment delivers significantly higher performance.
To check your match rate:
1. Go to your **Reddit Ads Manager**
2. Navigate to **Audience Manager**
3. Locate the audience synced from Primer using audience name
4. View the **Matched Count** once processing completes
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**Note:** It may take up to *72 hours* for Reddit to fully process and match your audience.
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#### **Why Matched Counts Vary**
Reddit profiles are tied to pseudonymous emails, personal accounts, and interests.\
Audience sizes in Reddit may:
* Be **smaller** if your input list is heavy on work emails
* Be **larger** if multiple identifiers match to multiple Reddit accounts
* Differ from Primer’s count due to Reddit’s privacy filtering
Primer’s enrichment helps overcome this by connecting your audience to **personal identifiers**, resulting in far higher match rates.
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#### **Tips for Better Performance**
* Use Primer audiences to **refine** subreddit targeting, not replace it
* Suppress irrelevant ICP tiers to avoid wasted impressions
* Test broad campaigns with **ICP-only audiences** vs. **ICP + subreddit filters**
* Let Reddit’s algorithm optimize delivery across engaged communities
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