What are the key differences between using interest-based targeting versus subreddit-based targeting in Reddit Ads regarding campaign scalability and relevance?

Interest-based targeting allows for greater campaign scalability but potentially lower relevance, while subreddit-based targeting offers higher relevance but limited scalability. Interest-based targeting on Reddit reaches users based on their declared interests, inferred from their browsing and activity across the platform. This approach allows for reaching a larger audience because interests are broader than specific subreddit memberships. However, relevance can be lower because interest declarations might not accurately reflect a user's current engagement or intent. Subreddit-based targeting focuses on users active in specific subreddits. This provides higher relevance because users in a particular subreddit are demonstrably interested in the topic of that subreddit. However, scalability is limited by the size of the subreddit. Smaller, niche subreddits offer highly relevant audiences but may not provide sufficient scale for large-scale campaigns. Interest based-targeting is often used for broader, general product marketing while subreddit targeting is used for very specialized products. An advertiser might use interest-based targeting for a general gaming product, but use subreddit targeting for a specialty product like a specific type of mechanical keyboard popular in mechanical keyboard enthusiast groups.