In September 2021, we were introduced to Reddit conversation ads, a way for advertisers to promote their products directly within comment threads. For many users, adding ‘reddit’ as a suffix to their queries has become a routine part of their search engine experience, and with 74% of problem-solving queries on Google now featuring AI Overviews, AI-skeptical users are turning to Reddit and other forums to provide human-generated answers to their queries
This influx of new users hesitant about AI has made the platform an exciting prospect for advertisers looking to reach new and engaged audiences. However, running successful Reddit ad campaigns requires a slightly different approach. More users than ever are conducting pre-purchase research and Reddit plays an important role in this process, but ensuring your ads stand out amongst the platform’s stream of user generated content can be challenging.
We’ve put together this guide to help you tap into this highly engaged user base and better understand how Reddit ad campaigns work.
Who can you reach with Reddit?
Reddit is a site that allows users to engage with and discuss content across different ‘subreddits’. These forums range from mainstream interests and discussions points to increasingly niche topics — from cooking to model painting, there’s a subreddit for just about everything.
With millions of daily users, Reddit presents a unique opportunity for advertisers to reach hyper-passionate audiences who are willing to invest in their interests.
Reddit audiences are diverse and often hard to reach through other channels. According to Reddit’s own data, 30% of ‘Redditors’ aren’t on Facebook, 58% don’t have TikTok accounts and 68% don’t engage with LinkedIn. Reddit users are much more likely to be segmented into hyper-specific groups based on their interests, congregating and building relationships within subreddits. This means large proportions of high-value audiences can only be found through Reddit.
Are AI overviews pushing people to Reddit?
AI Overviews appear at the top of many Google search results. They are AI-generated overviews that seek to answer the query as accurately and concisely as possible. Google’s Gemini LLM uses information from a combination of web pages to build an answer. This means users no longer have to click through to results to find the information they’re searching for.
When AI Overviews were launched in May 2024, the number of daily Reddit users jumped to more than 90 million, with 97.2 million daily users reported in Q3 2024. In Q4 of 2023, there were just 73.1 million.
Advancements in AI and Reddit have become heavily entwined in recent years, including a 2024 deal with Google allowing access to the platform’s data for AI training purposes.
“As AI-generated overviews guide more users to Reddit for trusted answers, advertisers have a powerful opportunity to reach new, engaged audiences that are research-driven and ready to convert.”
Harry, paid team
How to create successful Reddit campaigns
Advertising on Reddit requires a different approach compared to many other platforms. There’s a lot of scrutiny placed on obvious ads that users identify as trying to profit from the community. Here are five top tips to create a successful Reddit Ads campaign.
1. Target the right subreddits and communities
Subreddits are home to engaged communities who are passionate about their hobbies, interests, region, career or specialist subjects. Reddit Ads are most effective when placed in highly relevant and active subreddits, where your target audience potentially already familiar with your product or service.
We recommend:
- Using Reddit’s keyword and community targeting to pinpoint active subreddits related to your niche.
- Looking at Reddit’s “Trending Communities” and engagement data to identify new hot spots.
- Engaging organically in relevant subreddits before launching ads to understand the audience’s preferences and tone.
- Contacting Reddit Ads support team. They can provide all the relevant subreddits that are related to your product/service.
2. Reddit like a “Redditor”
Reddit users are generally more skeptical of ads that try to disguise themselves in the subreddit. Reddit’s communal nature demands a more authentic approach that sticks to brand transparency without blending in. Reddit has a full guide on how to create ad copy and creative in their best practices – a useful resource for any advertiser.
Redditors have their own language. Abbreviations like ‘TIL’ (today I learned) or ‘TL;DR’ (too long; didn’t read) – are common, so do your research and incorporate this into your ads to give them an authentic feel. Don’t overdo it, though. If it comes off as forced or unnatural, it’s likely to be poorly received. Avoid sounding too corporate or like an ad, the aim is to blend into their typical browsing experience.
We recommend:
- Keeping headlines concise and under 150 characters for maximum impact.
- Crafting ad copy that matches the tone and style of the subreddit while maintaining brand authenticity.
- Being upfront about the fact that your post is an ad. If your product is valuable, users will appreciate honesty.
3. Use authentic visuals
Stock photos and highly polished images don’t perform well on Reddit. Instead, it’s recommended that you create ads which do not disguise themselves. Include your brand logo on images or, for video ads, show your brand within the first 3 seconds.
This instills a sense of trust between your business and the user, as you’re not hiding yourself or trying to be ‘sneaky’. Some of the best Reddit ads make a tongue-in-cheek reference to that fact they’re ads and not organic posts.
We recommend:
- Using GIFs and short-form videos. They work well as they encourage users to stop scrolling and hold their attention.
- Testing different video lengths. Reddit recommends around 60 seconds for optimal engagement.
- Consider repurposing user-generated content with permission to make your ad feel more genuine.
- Building your ads for mobile – 75% of Reddit users access the platform from a mobile device.
- Using overlays in your static images to stop users from scrolling and grab their attention. Use a 4:5 ratio for videos and a 4:5 or 1:1 ratio for static ads.
4. Encourage engagement and participate in comments
Reddit Ads allow and encourage users to comment on ads, presenting a unique opportunity for brands to build trust and rapport. This is a rare opportunity to communicate directly with a relevant audience. This strategy doesn’t work for every ad, but with the right content can help encourage conversation, community and UGC.
We recommend:
- Lead with a question — this can be a great way to invite comments.
- Responding to comments on your ad, whether they are positive or negative.
- Using thoughtful responses to provide value if users have questions about your product or service.
- Engaging in discussions to build credibility and making your brand feel more approachable.
5. Test different ad formats and bidding strategies
Reddit offers various ad formats, each with its advantages. To maximise performance, experiment with different formats and bidding strategies:
We recommend:
- Promoted posts: These look similar to organic Reddit posts and are best for engagement. Video tends to convert better further down the funnel.
- Takeovers: These involve taking over prominent space on Reddit, e.g. homepage takeover. Category takeovers show your ad in front of a highly relevant audience for a lower cost.
- Conversation placements: These allow advertisers to start discussions within relevant subreddits. It’s recommended to combine promoted posts with conversation placements in the same campaign.
Examples of Reddit Ads
Below are a few Reddit Ad examples, so you can see what they look like on screen:
Should I advertise with Reddit?
If you’re looking to reach and increase brand recognition amongst a very specific audience of engaged users then Reddit ads are absolutely worth testing out. Reddit is a growing platform with over 90 million daily users, but it might not be the best platform for quickly improving conversions.
Reddit is best used as a tool for building credibility and awareness amongst an audience that values authenticity and expertise.
Expand business reach with Reddit Ads
With AI Overviews funnelling more traffic to Reddit, advertisers must refine their approach to running successful campaigns. However, transparency is key in these campaigns. Reddit ads targeting the right subreddits, crafting honest, engaging content, testing formats, and engaging in discussions, can help your business tap into an ever-growing audience.
We appreciate that there’s a lot to think about and many different variables when crafting the perfect Reddit Ads. Why not leverage our Paid Media team’s expertise to ensure your Reddit Ads are a success? Get in touch to find out more about working with us.
