How Does Reddit Campaign Performance Compare to Meta?

If you’re reading our blog, you already know that Reddit’s audience has evolved significantly over the past few years, and we’ve been endorsing it as an advertising platform.

While the platform was once dominated by younger users, its user base is aging up. According to a Comscore report from April 2026, adults 35 and older accounted for 62% of Reddit’s 124.5 million unique U.S. visitors in March 2026. The largest individual age group was adults ages 25 to 34, with 29.6 million visitors.

The platform does continue to skew male, with roughly 60% male and 40% female users.

For the following reasons, Reddit’s audience tends to be highly attractive for arts marketers:

• Median household income of $104,000
• Most users have college degrees
• Strong representation among affluent consumers

The overall user base is also growing. At the end of Q1 2026, Reddit reported:

• 127 million daily active unique users, up 17% year over year
• More than 493 million weekly active unique users, up 23% year over year

Perhaps just as important: Reddit helps marketers reach people who aren’t active on other major social platforms. Research shows that:

• 28% of Reddit users are not on Facebook
• 36% of Reddit users are not on Instagram

For brands already investing in Meta, Reddit can provide meaningful incremental reach.

Reddit vs. Meta Performance Benchmarks

To better understand how the platforms stack up, we analyzed year-to-date performance across Capacity clients through May of 2026.

Return on Investment (ROI)

Reddit: 1,356%
Meta: 495%

Reddit significantly outperformed Meta where ROI was concerned.

It’s worth noting that Capacity clients still typically invest less budget in Reddit than Meta, and smaller spend levels can contribute to higher ROI percentages. Even so, the performance gap is substantial and highlights Reddit’s potential as an efficient conversion channel.

Cost Per Acquisition (CPA)

Reddit: $15.98
Meta: $31.00

Reddit delivered purchase conversions at roughly half the cost of Meta.

For advertisers focused on efficiency and customer acquisition, this is one of the strongest indicators that Reddit deserves consideration alongside more established social channels.

Average Order Value (AOV)

Reddit: $233
Meta: $182

Customers acquired through Reddit generated higher average order values than those acquired through Meta.

This aligns with what we often see from Reddit audiences. Users frequently spend time researching products, reading recommendations, and participating in category-specific communities before making a purchase decision. That higher level of intent can translate into larger purchases.

Key Page View Rate (KPV Rate)

Reddit: 1.46%
Meta: 2.89%

Meta generated a higher Key Page View Rate. It’s worth noting that Meta is heavier on ad formats that can drive users to different pages of an organization’s website from within a single ad—and that higher KPV rates do not always translate directly to more purchases. 

CPM

Reddit: $6.04
Meta: $8.27

Reddit delivered impressions at a lower cost than Meta.

Lower CPMs can help marketers extend reach and gather conversion data more efficiently, particularly when testing new audiences or creative approaches.

What Should Arts Marketers Take Away?

A few trends stand out from this data.

Reddit Yields Strong Campaign Performance

First, Reddit isn’t simply an awareness platform. Across Capacity clients, it delivered lower purchase CPAs, higher average order values, and stronger ROI than Meta.

Users Have High Purchase Intent

Second, Reddit audiences often arrive with higher purchase intent. Many users actively seek recommendations, research products, and participate in communities built around specialized interests. That behavior can create particularly valuable opportunities for organizations with niche programming that speaks to a very specific audience.

Reddit Reaches New Audiences

Third, Reddit provides access to users who may not be reachable through Facebook or Instagram alone. For those looking to diversify their media mix, Reddit can complement existing Meta investments while expanding overall reach.

Being Real Pays Off

Finally, success on Reddit requires a different approach. The platform rewards authenticity, relevance, and community alignment more than polished, traditional advertising. Arts and culture organizations that understand how Reddit users engage with content will often see the strongest results.

While every organization and audience is different, the benchmarks suggest that Reddit deserves a place in the conversation when evaluating paid social investments.

Build a Strong Presence on Reddit

Like any platform, an effective Reddit campaign is rooted in strategy and smart spending. If you want help, Capacity’s Digital Advertising experts are here for you—and it all starts with a hello.