Engagement Audience
Definition
A custom audience type built from users who have previously interacted with an advertiser's Reddit ads or posts — through upvoting, commenting on, or clicking a Promoted Post.
Context
Engagement Audiences are built automatically from ad and post interaction data and do not require Pixel implementation. They are particularly useful for brands whose organic Reddit content generates significant community interaction — capturing that organic interest and following up with paid creative extends the value of organic investment into the paid channel.
Relevance to Reddit
Engagement Audiences represent a warm middle stage between cold prospecting and website retargeting — users familiar enough with the brand to have engaged, but not yet converted. Tailor creative to reflect that familiarity, moving from awareness messaging toward proof-based or offer-based content.
