Reddit ads allow up to 300 characters for headlines, though 60-80 characters perform best for engagement. Body text supports a generous 40,000-character maximum, but concise copy outperforms lengthy walls of text. Display URLs are capped at 35 characters, and button text allows 30 characters for your CTA. With 443.8 million weekly active users and over $1 billion in annual ad revenue, Reddit represents a unique advertising opportunity that requires understanding both platform limits and community culture.

This guide covers all Reddit advertising character limits and best practices for optimizing your campaigns.

Reddit Ads Character Limits Quick Reference

Headline Character Limits and Optimization

Maximum vs. Optimal Length

Reddit allows up to 300 characters for ad headlines, but this maximum rarely serves advertisers well. Research and performance data consistently show that headlines between 60-80 characters generate the highest engagement rates. Headlines in the 90-100 character range work for more complex offers, but anything beyond that risks losing reader attention.

Why shorter headlines perform better:

• Reddit users scroll quickly through feeds
• Mobile devices display limited text before truncation
• Concise headlines feel more authentic to Reddit’s culture
• Shorter copy forces clarity and stronger messaging

Headline Writing Strategies

Front-load important information: Place your key value proposition in the first 40 characters. This ensures your main message appears even if text is truncated on mobile devices or in certain ad placements.

Match Reddit’s conversational tone: Reddit users are skeptical of overtly promotional content. Headlines that read like organic posts outperform corporate-sounding copy.

Examples by character count:

• “Finally, a VPN that doesn’t slow you down” (42 chars) - Direct benefit
• “We built this because we couldn’t find one that worked” (54 chars) - Story approach
• “Ask me anything about starting a side business” (46 chars) - Community engagement
• “The productivity app Reddit actually likes” (43 chars) - Social proof

Headlines to avoid:

• Generic sales language (“Buy Now and Save!”)
• Clickbait formatting (“You Won’t Believe…”)
• Excessive capitalization or punctuation
• Keywords stuffed unnaturally

Headline Testing Framework

Reddit’s ad platform supports A/B testing, making it essential to test multiple headline variations. Create at least three versions:

1. Benefit-focused: Lead with what users gain
2. Problem-focused: Address pain points
3. Curiosity-focused: Spark interest without clickbait

Track click-through rates and cost-per-click for each variation, then scale winners and iterate on underperformers.

Body Text Character Limits and Best Practices

Understanding the 40,000-Character Limit

Reddit provides an exceptionally generous 40,000-character limit for ad body text—far more than most advertising platforms. However, this doesn’t mean you should use all available space. The limit exists to accommodate various ad formats and use cases, not to encourage lengthy copy.

Optimal body text length by ad type:

Writing Effective Body Copy

Structure for shorter copy (under 300 characters):

[Hook/problem] + [Solution/benefit] + [CTA or next step]

Example (187 characters): “Tired of spreadsheets that crash with large datasets? Our tool handles millions of rows without lag. Free for personal use, no credit card required. See why developers are switching.”

Structure for longer copy (300-1,000 characters):

[Hook/relatability]
[Problem acknowledgment]
[Your solution - specific benefits]
[Social proof or credibility]
[Clear CTA]

Body Text Formatting Tips

Use line breaks strategically: Dense paragraphs discourage reading. Break copy into digestible chunks, especially for mobile users.

Highlight key information: While Reddit ads don’t support bold or italic formatting in body text, you can use:

• Capitalized words sparingly for emphasis
• Dashes or colons to separate ideas
• Numbers and statistics for credibility

Include specific details: Reddit users value substance. Instead of “fast shipping,” write “2-day shipping to most US addresses.”

Display URL Character Limits

The 35-Character Limit

Display URLs in Reddit ads are limited to 35 characters for the custom path portion after your domain. This appears below your ad and helps users understand where they’ll land after clicking.

Display URL structure:

yourdomain.com/custom-path-here
                ^^^^^^^^^^^^^^^^^
                35 characters max

Display URL Optimization

Make it descriptive and trustworthy:

• yoursite.com/free-trial (11 chars)
• yoursite.com/reddit-exclusive (16 chars)
• yoursite.com/2024-guide (10 chars)
• yoursite.com/pricing (8 chars)

Avoid:

• Long parameter strings
• Cryptic abbreviations
• Misleading paths that don’t match landing pages

Consistency matters: The display URL should match your actual landing page URL when possible. Discrepancies can trigger user skepticism and potentially violate Reddit’s advertising policies.

Tracking Parameters

Your actual destination URL can include tracking parameters (UTM codes, etc.) even though the display URL remains clean. Configure this in your Reddit Ads Manager under the destination URL field, keeping your display URL focused on user experience.

Button Text and CTA Optimization

The 30-Character Limit

Call-to-action button text in Reddit ads allows up to 30 characters. This is your final push to convert interest into action, so every character counts.

High-Converting CTA Examples

Direct action CTAs:

• “Start Free Trial” (16 chars)
• “Get Started Free” (16 chars)
• “Download Now” (12 chars)
• “Shop the Sale” (13 chars)
• “Learn More” (10 chars)

Benefit-oriented CTAs:

• “See How It Works” (16 chars)
• “Get Your Free Guide” (19 chars)
• “Claim Your Discount” (19 chars)
• “Find Your Plan” (14 chars)

Community-aligned CTAs:

• “Join the Discussion” (19 chars)
• “Ask Us Anything” (15 chars)
• “See What Users Say” (18 chars)

CTA Button Best Practices

Match your headline promise: If your headline offers a free trial, your CTA should reference it: “Start Free Trial” not just “Learn More.”

Create urgency without pressure: Reddit users resist hard sells. “Get Started Today” feels more appropriate than “Buy Now - Limited Time!”

Test variations: Small CTA changes can significantly impact conversion rates. Test active verbs (“Get,” “Start,” “Download”) against softer approaches (“Learn,” “Explore,” “Discover”).

Reddit Audience and Cultural Considerations

Understanding Reddit’s Unique User Base

Reddit’s 443.8 million weekly active users represent a distinct demographic with specific expectations. The platform generates over $1 billion in annual advertising revenue, but success requires understanding community dynamics.

Reddit user characteristics:

• Highly engaged and community-focused
• Skeptical of traditional advertising
• Value authenticity and transparency
• Appreciate brands that participate genuinely
• Quick to call out inauthentic content

Community-First Advertising Approach

Subreddit targeting matters: Reddit allows targeting specific communities (subreddits) where your audience gathers. This precision targeting means your ad copy should reflect each community’s language and interests.

Authenticity signals:

• Acknowledge you’re advertising (transparency builds trust)
• Use Reddit-appropriate language and references
• Avoid corporate jargon that feels out of place
• Consider your brand’s Reddit presence (if any)

What Reddit Users Respond To

Positive triggers:

• Genuine problem-solving
• Transparent pricing and offers
• Founder/creator stories
• AMA (Ask Me Anything) style engagement
• Humor that’s actually funny (not try-hard)

Negative triggers:

• Clickbait and exaggeration
• Fake urgency and scarcity
• Ignoring negative comments
• Overly polished corporate messaging
• Disconnection from subreddit culture

Reddit Ad Formats and Their Character Requirements

Promoted Posts

The most common Reddit ad format, promoted posts appear in users’ feeds and look similar to organic content.

Video Ads

Video ads include text elements alongside your video content.

Carousel Ads

Carousel ads display multiple images/cards users can swipe through.

Conversation Ads

Conversation ads start threads where users can engage directly.

Best Practices for Reddit Advertising Success

Campaign Setup Recommendations

Budget allocation: Start with smaller budgets to test copy and targeting before scaling. Reddit’s auction-based system means CPCs vary by competition in your targeted subreddits.

Targeting strategy: Layer interest targeting with subreddit targeting for precision. Avoid overly broad campaigns that waste budget on uninterested users.

Creative rotation: Run multiple ad variations simultaneously to identify winning combinations of headlines, body text, and CTAs.

Copy Optimization Checklist

Before launching any Reddit ad, verify:

• Headline is under 80 characters for optimal engagement
• Body text is concise and scannable
• Display URL matches landing page and fits 35-character limit
• CTA button text is clear and under 30 characters
• Tone matches target subreddit culture
• No clickbait or exaggerated claims
• Specific details replace vague promises

Performance Benchmarks

Reddit advertising performance varies by industry and targeting, but general benchmarks include:

Click-through rates:

• Average: 0.3-0.5%
• Good: 0.5-1.0%
• Excellent: 1.0%+

Cost-per-click:

• B2C products: $0.50-$2.00
• B2B/SaaS: $2.00-$5.00
• Highly competitive niches: $5.00+

Frequently Asked Questions

What is the Reddit ad headline character limit?

Reddit ad headlines allow up to 300 characters maximum, but headlines between 60-80 characters consistently achieve the best engagement rates. Longer headlines risk truncation and lower click-through rates.

How long can Reddit ad body text be?

Reddit allows up to 40,000 characters for ad body text, but concise copy of 150-300 characters typically performs best. The generous limit accommodates various use cases, not an invitation to write lengthy content.

Do spaces count toward Reddit ad character limits?

Yes, spaces count toward all Reddit ad character limits, including headlines, body text, display URLs, and button text. Always verify your final character count includes spaces.

Can I use emojis in Reddit ads?

Yes, Reddit ads support emojis in headlines and body text. Use them sparingly and appropriately for your target audience—some subreddits embrace emojis while others view them as inauthentic.

What makes Reddit ads different from other platforms?

Reddit’s community-first culture means users expect authenticity and value over hard-sell tactics. Ads that feel like organic posts and respect community norms outperform traditional advertising approaches.

How do I optimize Reddit ad copy for mobile?

Keep headlines under 60 characters to prevent truncation, use short paragraphs in body text, and ensure your CTA is clear and tappable. Mobile users represent a significant portion of Reddit traffic.

Key Takeaways

• Reddit headlines allow 300 characters but 60-80 characters perform best for engagement
• Body text maximum is 40,000 characters; aim for 150-300 characters for optimal results
• Display URLs are limited to 35 characters for the custom path
• Button/CTA text allows 30 characters—keep it clear and action-oriented
• Reddit’s 443.8M weekly users respond best to authentic, community-aware advertising
• Test multiple ad variations and respect subreddit culture for best ROI

Conclusion

Reddit’s advertising character limits—300 for headlines, 40,000 for body text, 35 for display URLs, and 30 for button text—provide flexibility, but optimal performance comes from disciplined, concise copywriting. The platform’s unique community culture rewards authenticity over polish and substance over hype. Keep headlines between 60-80 characters, body text under 300 characters, and CTAs crystal clear. Try our free letter counter → to verify your Reddit ad copy meets platform specifications before launching your campaign.