Reddit Updates Marketing Guide With New Ad Tests
Reddit, a trusted social media platform, is now a key topic in marketing, with the company testing ads in search results. The platform's engaged community and large user base make it an attractive channel for marketers.
Original reporting · martech.org
Original: “Marketing on Reddit: What you need to know”
Read “Marketing on Reddit: What you need to know” at MarTech →
How this was written. Awesome B2B wrote this article with a language model from MarTech’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from MarTech’s report
- Reddit is a social media platform with a large and engaged user base, making it an attractive channel for marketers.
- The platform has several different ad types, including promoted posts and takeovers.
- Engagement is key to success on Reddit, with businesses needing to have a humanistic brand voice and sound willing to poke fun at themselves.
Reddit, a social news aggregation and discussion website, has been around for 20 years and has become a hot topic in marketing due to its status as a trusted GEO source. The platform allows users to post content, which can be voted up or down by other members, and is organized into user-created boards called Subreddits that focus on specific topics.
Reddit has more than 100,000 Subreddits, which are moderated by volunteer users, and its most popular feature is the Ask Me Anything (AMA) events, which have starred luminaries like President Obama and Bill Gates. The platform hosted more than 1 billion posts and 16 billion comments in December 2023, and has an average of 73 million daily active users.
The demographics of Reddit users show that 63.6% are male, 37% of U.S. users are in the 18 to 34 age bracket, and 50% of users are from the U.S. Additionally, 64% of users have a household annual income of $75,000+, making it an attractive platform for marketers. Reddit's average revenue per user was about $0.80 in 2023, compared to $9.62 for Facebook.
There are several different ad types on Reddit, including promoted posts, takeovers, dynamic product ads, and lead generation ads. Promoted posts appear in Redditors' feeds and look like native posts, with six different formats that can be mixed and matched. Takeovers allow brands to be the first thing seen on certain parts of Reddit for 24 hours, and can include front page takeovers, Reddit takeovers, category takeovers, and first view takeovers.
The best marketing tactics on Reddit involve engagement, with the more engagement, the more response. Many businesses run image and video ads, but it's also important to have a humanistic brand voice and sound willing to poke fun at yourself. Quality, tailored creatives are also important, and using or referring to the site's jargon or activities in a low-key way can be effective.
According to Laura Schiele, head of paid acquisition at Jordan Digital Marketing, having a humanistic brand voice and knowing your audience are key to success on Reddit. She also emphasizes the importance of quality, tailored creatives, and notes that Reddit can be a good platform for B2B marketers who want to get in front of specific communities. This article is based on reporting by MarTech.
Questions and answers
What is Reddit?
Reddit is a social news aggregation, content rating, and discussion website where users post content and vote on it.
How many Subreddits are there on Reddit?
There are more than 100,000 Subreddits on Reddit, which are moderated by volunteer users.
What are the demographics of Reddit users?
63.6% of Reddit users are male, 37% of U.S. users are in the 18 to 34 age bracket, and 50% of users are from the U.S.
