Reddit’s Retargeting and Lookalike Targeting: What to Know

Reddit continues to refine its advertising capabilities. The latest addition—Lookalike Audiences (currently in beta)—is a game-changer for brands looking to expand their reach and improve conversion efficiency. Marketers can leverage existing customer lists or website retargeting data with Reddit’s Lookalike Audiences to find new users who share similar interests, behaviors, and conversion patterns with your existing audience.

Here’s what you need to know about this update, how it works, and why it matters.

What Are Reddit Lookalike Audiences?

Reddit’s Lookalike Audiences allow advertisers to target new users who resemble their existing customers or website visitors. These audiences are built by analyzing common traits, such as:

• Shared interests
• Engagement with your ads
• Conversion behaviors

The goal? To help advertisers connect with high-intent Reddit users, expanding their audience reach without relying on costly third-party data or overly broad targeting.

Key Benefits of Lookalike Audiences:

• Ease of Setup: Simple and quick audience creation directly within Reddit Audience Manager.
• Cost Efficiency: Advertisers see up to 36% more efficient conversion costs compared to other targeting methods.
• Enhanced Reach: Unlock a larger pool of potential customers by mirroring your best-performing audiences.
• Instant Creation: No lengthy data processing—Lookalike Audiences can be created in just a few clicks.
• Flexibility: Works seamlessly with website retargeting and customer lists.

Challenges This Update Solves

Reddit’s Lookalike Audiences address several common pain points for advertisers:

• Cost-Effective Expansion
  Many advertisers struggle to grow their reach without inflating acquisition costs. Lookalike Audiences offer a scalable way to target high-intent users at a lower cost.
• Efficient Audience Building
  Traditional audience expansion methods often require costly third-party data or result in overly broad targeting. Lookalike Audiences streamline this process by leveraging existing customer insights.
• Improved Marketing ROI
  By focusing on users who are likely to convert, Lookalike Audiences help advertisers achieve better conversion rates and more efficient spend.

What to Test First

When introducing Lookalike Audiences into your strategy, we recommend starting with your top-performing ad groups—specifically those with high spend and strong conversion metrics. This ensures that your campaigns are optimized to target additional high-intent users who are most likely to engage and convert.

Reasonable Expectations for Impact

While Reddit’s Lookalike Audiences are still in beta, their potential is promising. Advertisers can expect:

• Broader Reach: Tap into new audiences that closely resemble your best customers.
• Improved Efficiency: Reduce acquisition costs by targeting high-intent users.
• Streamlined Setup: Minimal effort is required to create and implement audiences.

Keep in mind that this feature is still rolling out, so you may need to contact your Reddit sales rep to enable it for your account.

Reddit’s Lookalike Audiences represent an exciting opportunity for advertisers to expand their reach while maintaining cost efficiency and targeting precision. By combining the power of existing customer data with Reddit’s engaged user base, brands can now connect with high-intent audiences at scale.

Want to see how Lookalike Audiences can transform your Reddit campaigns? Start experimenting today, and don’t forget to integrate retargeting and customer lists to maximize your results.

Looking for more tailored strategies? Contact us for a free audit, and let’s unlock the full potential of Reddit advertising.