Reddit's Reminder Ads Test Whether Re-Engagement Advertising Has a Future
Key Points
- •Reddit has expanded beta access to Reminder Ads, enabling brands to send push notifications and inbox messages to users who opt in via ad buttons.
- •Reddit hosts major dating communities, including r/Tinder with 7.3 million members, r/dating_advice with over five million members, and r/hingeapp with over 500,000 members.
- •Reddit tracks engaged clicks by including users who opted out of reminders alongside those who stayed opted in, inflating headline engagement figures for advertisers.
- •Match Group disclosed in its Q3 2024 earnings report that the business was reducing inefficient marketing spend as investor demand for profitable growth increased.
Reddit's latest advertising play could hand dating platforms a powerful performance marketing tool just as customer acquisition costs spiral—or it could make the notification fatigue crisis exponentially worse. The platform has expanded beta access to Reminder Ads, which allow advertisers to send push notifications and inbox messages to users who opt in via a button embedded in ads. Originally limited to AMA sessions when it launched in early 2025, the feature is now available for all brand awareness and traffic objective campaigns.
For dating operators, the timing is notable. Valentine's Day campaigns have just wrapped, spring "uncuffing" promotions are underway, and apps are already planning their September cuffing season pushes. Reddit's offer of permission-based push notifications for time-sensitive offers looks tailor-made for an industry that lives and dies by calendar marketing.
But there's a complication: dating apps don't just advertise on Reddit. They're competing with Reddit itself for users' notification attention.
Create a free account
Unlock unlimited access and get the weekly briefing delivered to your inbox.
This is a clever monetisation move from Reddit that will tempt dating apps with its targeting precision and opt-in mechanics, particularly for limited-time subscription offers and event-based features.
But performance marketing teams need to approach this with clear eyes about what they're buying. Reddit's "engaged clicks" metric counts users who opted out of reminders alongside those who stayed in, which means the headline engagement number is inflated by definition. More fundamentally, asking users to consent to advertiser notifications via Reddit adds another layer to an already strained attention economy—and dating apps are the ones who'll pay the price when notification fatigue finally breaks user tolerance.
Reddit's dating play runs deeper than ads
The platform hosts some of the internet's largest relationship and dating advice communities. According to publicly available subscriber counts, r/dating_advice has over 5 million members, r/Tinder claims 7.3 million, and r/hingeapp has passed 500,000. These aren't passive audiences. They're actively discussing which apps to use, sharing profile screenshots, and diagnosing first date failures.
That makes Reddit uniquely positioned as both an advertising channel and a conversion funnel. A dating app can run Reminder Ads targeting users who frequent these communities, then deliver a notification days later when a promotional campaign goes live. The theory: catch someone whilst they're already thinking about their dating strategy, then re-engage them when you're actually discounting subscriptions.
The appeal for dating operators is obvious. Performance marketing budgets have tightened across the sector as investor patience for unprofitable growth has evaporated. Match Group (MTCH) disclosed in its Q3 2024 earnings that it was pulling back on "inefficient" marketing spend. Bumble (BMBL) has spoken repeatedly about improving unit economics. Grindr (GRND) has been the outlier with aggressive ad spend, but even there, the focus has shifted to measurable conversions rather than brand awareness.
Reminder Ads promise something closer to direct response than traditional social advertising. Users don't just see an ad—they actively signal interest by opting in, then receive a notification when the campaign goes live. Reddit characterises this as capturing "actual interest", though it's worth noting that clicking "Remind Me" in March doesn't necessarily translate to downloading an app or subscribing in September.
The notification economy is already broken
Here's the tension: dating apps are both potential buyers of this ad product and victims of its proliferation. Every dating operator already battles notification fatigue. Re-engagement notifications are the primary tool for pulling lapsed users back into the app, but open rates have been declining for years as users become desensitised to the constant pings.
Adding advertiser-triggered notifications via Reddit—even permission-based ones—compounds the problem. The tolerance ceiling for dating-related notifications isn't infinite, and every reminder ad that fires is one less notification budget before users start disabling permissions entirely.
A user might opt in to a reminder about a Hinge promotion in a moment of idle browsing, then find the notification intrusive when it arrives a week later whilst they're dealing with an existing match on Bumble. The tolerance ceiling for dating-related notifications isn't infinite, and every reminder ad that fires is one less notification budget before users start disabling permissions entirely.
There's also a measurement concern. Reddit's "engaged clicks" metric tracks all users who tapped the "Remind Me" button, including those who subsequently opted out. That's a broader definition of engagement than most performance marketers would accept. An opt-in followed by an opt-out isn't "actual interest"—it's reconsideration, which tells you something quite different about campaign effectiveness.
The platform hasn't disclosed what percentage of opt-ins convert to actual notification sends, nor what the post-notification conversion rates look like. Without that data, dating apps are buying access to self-selected audiences with no real visibility into whether those audiences actually respond when reminded.
What this means for Q3 and Q4 planning
Dating platforms running September cuffing season campaigns will likely test this. The use case is too obvious to ignore: target users in dating advice subreddits with creative around seasonal coupling, capture opt-ins throughout summer, then deliver notifications in early September when promotional pricing kicks in.
But the smart money will treat this as a controlled experiment, not a channel shift. Reddit's ad suite has matured significantly—conversation ads and video products have gained traction with dating advertisers—but Reminder Ads are untested at scale. The beta expansion means more partners will have access, but Reddit hasn't announced a public rollout timeline, which suggests the company is still refining the product based on early feedback.
What dating operators should watch: notification delivery rates, post-reminder conversion metrics, and whether Reddit eventually separates gross opt-ins from net active reminders in its reporting. The difference between those two numbers will determine whether this is a genuine performance marketing tool or just an expensive way to collect low-intent signals.
If notification fatigue accelerates across the industry this year—and several trust and safety teams have privately indicated it's already a growing concern—dating apps may find they've paid to erode their own re-engagement effectiveness. That's the cost of participating in an attention economy where platforms keep finding new ways to monetise the same finite resource: user tolerance for being interrupted.
Key Takeaways
- •Dating app operators should approach Reddit Reminder Ads as controlled performance tests rather than primary channels until Reddit publishes clear notification delivery and post-reminder conversion metrics.
- •Relying on advertiser push notifications risks accelerating user notification fatigue across the dating industry, which could diminish the long-term effectiveness of operators' own in-app re-engagement campaigns.
Frequently Asked Questions
Technology & AI Desk
The DII Technology Desk reports on product, engineering, AI and platform infrastructure across dating and social discovery apps.
Comments
Join the discussion
Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice.
Your comment is reviewed before publishing. No spam, no self-promotion.
