Reddit Advertising – What do you need to Know?

Advertising on Reddit – What You Need to Know

Reddit, often referred to as “the front page of the internet,” is a vast network of communities catering to virtually every interest, hobby, and demographic imaginable. With its unique structure and engaged user base, Reddit presents a golden opportunity for marketers to reach specific audiences. 

In March 2024 Reddit went public with one of the most highly anticipated IPOs of the calendar year. As part of the initial offering, Reddit has been beefing up its advertising capabilities and attempting to appeal to a wider range of advertisers. This has meant a greater range of advertising technologies and opportunities.

However, Reddit is not a simple advertising engine to take part in. Its users and communities are known for being amongst the most cynical on the internet. So, leveraging Reddit for advertising requires a nuanced approach. Here we look into some strategies and tips for marketers aiming to make the most of Reddit advertising.

Understanding the Reddit Community

Reddit is comprised of countless ‘subreddits’—each a dedicated forum for a specific topic or interest. These range from broad subjects like technology and fitness to niche hobbies like rare plant collecting or obscure movie trivia. The first step for any marketer is to understand these communities deeply. This means knowing not just the topics they discuss but also the tone, norms, and inside jokes that characterize them. Successful advertising on Reddit respects and adapts to these community norms. Redditors are known for their skepticism towards blatant advertising, so it’s essential to approach this platform with a strategy that respects and engages the community.

Choose the Right Ad Format

Reddit offers several ad formats, including free-form ads, video ads, and shopping ads. Promoted posts are the most integrated form of advertising on Reddit and can appear as regular posts in a user’s feed or within specific subreddits. These are less intrusive and can provide value if they align well with the interests of the subreddit. Display and video ads appear in the sidebar or between posts and are more traditional but can be effective with eye-catching creative and compelling calls to action.

It’s important to choose the right ad format for the type of advertising you are looking to place. While complimentary services might work well if they are to the side, inserting yourself directly into the flow of a conversation to try and ‘sell’ something is going to be jarring and likely not well received by Redditors.

Engage Authentically

Authenticity is crucial on Reddit. Users are particularly adept at identifying and rejecting content that feels disingenuous or overly promotional. When crafting ads, focus on creating value for the subreddit. For instance, if promoting a new video game in a gaming subreddit, consider offering an exclusive discount code or early access sign-up through the ad. Engage in the comments of your ads to answer questions and participate in discussions. This not only boosts engagement but also builds trust and rapport with potential customers.

Identifying Relevant Subreddits

Identifying and engaging with subreddits relevant to your brand is the first step in a successful Reddit advertising strategy. In addition, you can target people based on interests and also keywords that appear in their conversations. This precision allows for highly tailored campaigns that can speak directly to a niche audience with very specific interests, significantly increasing the relevance and effectiveness of the ads.


Monitor and Adapt

Reddit’s communities are dynamic, with trends and sentiments shifting regularly. It’s crucial to keep a finger on the pulse of these changes and adapt your strategies accordingly. Monitoring the performance of your ads is important. However, it’s even more crucial to monitor the discussions happening around them. This can provide insights into what’s working and what’s not, and allow you to pivot or tweak your campaigns for better performance. It can also help you to understand if you’re advertising is on-topic and is being well received. Redditors will soon let you know if you’re not welcome!

What’s Next

Advertising on Reddit offers a unique and powerful way to connect with engaged communities around specific interests. However, the platform demands a respectful, authentic, and community-focused approach. By understanding the specific subreddit cultures, engaging genuinely, targeting precisely, and continually adapting to feedback and results, marketers can unlock the full potential of Reddit advertising to reach their desired audiences effectively. 

In addition, we expect there to be continued improvements to the advertising platform on Reddit that will require you to adjust and adapt your advertising as it evolves.

If you’re looking to grow the reach of your advertising campaign and want to see if Reddit might be a viable option for you, reach out to us. We create bespoke campaigns for companies looking to engage with their audiences wherever they might be.

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