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

For more information on creating and managing Custom Audiences directly in Reddit Ads Manager, see Reddit’s official guide.

Recommended Audience Size

Reddit campaigns generally perform best when audiences are:

  • At least 5,000–10,000 matched users (minimum recommended)

  • Broad enough to allow Reddit’s algorithm to optimize delivery

  • Refined by ICP filters rather than narrow subreddit-only rules

Smaller audiences can still serve, but delivery may be limited depending on subreddit activity 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

Note: It may take up to 72 hours for Reddit to fully process and match your audience.

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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