In 2024, Google and Reddit struck a major deal. Google granted its AI models access to Reddit’s vast library of user-generated content and discussions. This deal marked a major moment for Reddit, as Google’s search engine would now prioritize Reddit threads in search results, solidifying the platform’s position in the upper echelons of the digital marketing landscape.
For marketers, the deal made Reddit advertising instantly more lucrative. With Google indexing more Reddit content, brands that engage with Reddit’s audience stand to gain significantly from the increased possibility of appearing in search results and reaching engaged users. This advantage was—and still is—available to brands taking organic or paid advertising routes to access Reddit’s audience.
But advertising on Reddit is not like running ads on Google or Facebook. Redditors are known for their distrust of traditional marketing, making strategy of the utmost importance to brands looking to make an impact. Let’s break down Reddit advertising, explore the best ways to advertise on Reddit, and take a look at some best practices to maximize your campaign’s effectiveness.
Who Are Reddit’s Audience?
Understanding Reddit’s user base is fundamental if you want to run a successful ad campaign. While other major social media platforms cater to broad audiences, Reddit is structured around topic-based communities, known as subreddits. Each subreddit has a particular focus, with topics ranging from general topics like r/news and r/technology to niche areas of interest like r/homebrewing or r/graphic_design.
While Reddit attracts a diverse audience, the user base tends to be tech savvy and young. Over 63% of Reddit users are between 18 and 34 years old, with approximately 60% of Reddit users identifying as male. Such demographics vary massively depending on the subreddit, with certain topics having a noticeable female-skew.
When compared to other platform’s user base, Redditors are highly engaged and research-driven. There is a trust among users that is not always present on social platforms. In fact, many users turn to Reddit for product recommendations before making purchasing decisions. This makes Reddit a prime advertising platform for brands that can provide valuable, informative content and are willing to steer clear of traditional sales pitches.
Pro Tip
Reddit’s audience is young, highly engaged, and knowledgeable on topics of interest. Align your messaging with Reddit’s community-focused culture to build trust and effectively reach potential customers.
The Benefits of Advertising on Reddit
Up until now, Reddit has not been the first platform that businesses jump to advertise on. But Reddit offers several unique advantages over traditional choices like Facebook and Google. Reddit advertising revenue is growing faster than some other major social platforms, and it’s not a major mystery as to why.
1. Access to Highly Targeted Niches
A major benefit of Reddit advertising is the precise nature of its targeting. Rather than trying to tap into a broad, potentially disinterested audience, Reddit lets advertisers reach users based on the specific topics they’re following. For example, a SaaS brand can place ads on subreddits like r/entrepreneurs or r/startups.
2. Engaged and Informed Users
While many social media users are passive, Redditors are actively engaged with the platform. Users will go directly to Reddit for information on products, to discuss solutions to problems, and to seek recommendations. This is an ecosystem in which a brand can thrive by connecting directly with users at the decision-making stage of their buyer journey.
3. Cost-Effective Advertising
Reddit ads tend to have lower costs-per-click (CPC) when compared to Facebook and Google, without major losses to engagement. Conversion rates can vary depending on the subreddit, but brands can reach high-intent users easily and at a fraction of the cost of traditional pay-per-click (PPC) campaigns.
4. Improved Visibility in Google Search Results
Thanks to the deal with Google, promoted posts and ads on Reddit now have a higher chance of popping up in search results. Well-crafted ads will now drive traffic not just from Reddit users but also from organic Google searches.
Pro Tip
Reddit offers highly targeted advertising opportunities and great CPC rates. Using Reddit effectively, you can reach high-intent audiences more effectively than ever before.
Reddit Ad Types
As you’d expect, Reddit offers a full suite of ad formats that let you choose your ads according to your marketing goals. Here are the main types of Reddit ads available:
1. Promoted Posts
Promoted posts appear directly in users’ feeds, mimicking the look of organic posts. Promoted posts are a popular and versatile choice, able to include text, videos, images, and external links.
2. Display Ads
The traditional banner ads that appear on Reddit’s sidebar. They offer broad visibility but are easier to ignore than Promoted Posts, leading to lower levels of engagement.
3. Video Ads
Video ads autoplay in users’ feeds on Reddit, making them an effective way of capturing attention. They work best when they’re under 15 seconds long.
4. Reddit Takeover Ads
Advertisers can dominate the front page or a specific subreddit for a set period of time with Reddit’s homepage takeovers. This premium option is popular among large brands.
Pro Tip
Promoted Posts are the most effective but Takeover campaigns are a gold mine when it’s time to scale up branding efforts.
Setting Up a Reddit Ad Campaign & Best Practices
Setting up a Reddit ad campaign is more complicated than choosing an audience and launching some ads. Carefully selecting the right subreddits is key, as well as crafting engaging copy and optimizing throughout the campaign. Let’s walk through the key steps and best practices for launching a successful Reddit ads campaign.
Step 1: Create a Reddit Ads Account
The first step in your Reddit advertising journey is to sign up for a Reddit Ads Manager account so you can access campaign creation, audience targeting, and performance tracking tools on the platform.
Step 2: Define Your Audience & Targeting
Choose specific subreddits, interests, locations, and even device types with Reddit’s targeting options. Choosing the right subreddit is critical if you want your ads to reach the most relevant audience.
Step 3: Create Engaging Reddit Ad Content
Redditors value authenticity. Make sure your ads do not stand out for the wrong reasons. Provide value through education, humor, or direct engagement. Addressing users like real community members is likely to improve performance.
Step 4: Set a Budget & Launch your Reddit Advertising Campaign
Reddit offers daily and lifetime budgeting options and works on a CPC model, meaning you can optimize your ads for clicks, impressions, or conversions.
Step 5: Monitor & Optimize Your Campaign
You must always track performance and adjust accordingly. This is not specific to Reddit, but it’s vitally important on the platform. Test different subreddits, creatives, and copy to refine your results.
Pro Tip
You need to target the right community and speak to its members in the right way. Be part of a conversation, not an unwanted distraction.
Get Started with Reddit Advertising
Reddit is truly a unique advertising platform. It may be the only social media platform where highly engaged, research-driven users can be targeted according to their publicly-discussed niche. Now that Google is indexing Reddit content, brands need to be thinking about how to leverage Reddit ads for visibility and conversions.
Brands that understand Reddit’s unique culture and tailor their messaging accordingly can achieve fantastic results. If you’re not quite ready to dive into Reddit alone, consider reaching out to experienced professionals with a history of turning Reddit into a powerful marketing tool for clients across multiple industries.
Contact inSegment today.
