# 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.

***

#### **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

<figure><img src="/files/RyBNemO1m9aBouihihga" alt=""><figcaption></figcaption></figure>

{% hint style="success" %}
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).
{% endhint %}

***

#### **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.

***

#### **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

<figure><img src="/files/4XjqMZur5n29OU7O6E4Y" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
**Note:** It may take up to *72 hours* for Reddit to fully process and match your audience.
{% endhint %}

#### **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.

***

#### **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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