Reddit is an American social news aggregation, rating, and discussion website. Hence, Registered users (commonly referred to as “Redditors”) submit content to the site such as links, text posts, images, and videos, which are then voted up or down by other members. So, Posts are organized by subject into user-created boards called “communities” or “subreddits”. Submissions with more upvotes appear towards the top of their subreddit and, if they receive enough upvotes, ultimately on the site’s front page.
As Reddit administrators moderate the communities. Moderation is also conducted by community-specific moderators, who are not Reddit employees. As, Reddit is a website comprising user-generated content including photos, videos, links, and text-based posts and discussions of this content in what is essentially a bulletin board system.
Further, The name “Reddit” is a play-on-words with the phrase “read it “According” to Reddit, in 2019, there were approximately 430 million monthly users, who are known as “Redditors”. The site’s content is divided into categories or communities known on-site as “subreddits”, of which there are more than 138,000 active communities.
Reddit Advertising
As Reddit advertising makes it easier for brands to reach their desired communities or subreddits through targeted and promoted posts that engage users in a way familiar to them. Hence, Reddit’s thousands of subreddits allow marketers to tap into specific conversations in any given niche, offering a hyper-targeted way to engage with users. In Addition, Reddit is an established network with a passionate and large user base.
As They’ve greatly advanced their ad products over the past few years to help bring more value to advertisers. There’s no question it’s a major area of opportunity to reach qualified users and engage them in an impactful way.” So, Advertising on Reddit is very different from advertising on other social media platforms. Reddit communities are wary about being marketed or promoted.
If they want their campaigns to pay off, brands that want to advertise on Reddit have to devote more effort to community engagement and think about how Redditors will receive their ads. As, Redditors are smart, and they want to be spoken to like they’re smart. We’re home to thousands of communities that are really dedicated to specific interests, and we can reach users that are really engaged.”
Reddit Advertising Is Worth It:
Reddit Ads are worthwhile for many businesses, but only when you’re willing to take a leap of faith and dive into an advertising system that looks little like the social media status quo. Still, with its relatively low cost of entry and its general lack of competition, Reddit can provide a unique alternative for targeting specific users at a cost far lower than your typical paid campaign. If you ultimately conclude that Reddit Ads are not worth the investment, it may still be worth your while to experiment with organic content.
This can be tricky to pull off, but with the right audience, this approach will help you bypass the competition you might encounter on other sites. However, With Reddit as is the case for many of today’s top advertising opportunities you get out what you put in. A little effort on your part can make a world of difference, as can a genuine desire to serve your audience.
Advertise On Reddit:
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Niche Targeting
With over 3 million active subreddits spanning almost every niche interest known to humanity, Reddit can likely help you zero in on your target audience. So, Reddit claims it can provide anywhere from 25-70% unduplicated reach, depending on the platform. If you’re having trouble finding your audience on another platform, there’s a good chance it’s on Reddit.
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Highly-Engaged Audiences
What Reddit lacks in the number of users on its platform compared to Facebook or Instagram, it makes up for in user engagement. People who use Reddit regularly generally do so for almost 34 minutes daily. Reddit’s user base also trends toward the younger 18-35 demographic, and its users are highly active in specific segments like Gaming, Fashion, and Entertainment.
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Lower Costs
Less competition on the Reddit ad platform means you can expect CPMs (cost per thousand) and CPCs (cost per click) that are considerably lower than your main social advertising networks. While costs will vary based on location, target, and objective, we’ve seen CPMs less than one-third the cost of Facebook and CPCs less than one-fourth.
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Getting Started On Reddit Advertising
Little is needed to get a Reddit advertising account up and running. All you need is an email address and a credit card. You’ll need to start by creating an account if you don’t already have one. So, This is easy and requires an email address or an existing Apple or Google account. Note that all Reddit advertisers need a profile, so if you’re creating one for a company or brand, remember that as you select a username.
Once you’re finished creating your Reddit account, go to ads.reddit.com and add a payment method to your ad account. With an active payment method, you can begin advertising.
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Recommendations For Advertising Reddit :
Study the list of topics discussed on Reddit to determine if they work for your marketing plan. The best way to use Reddit is to become an influential member and advertise higher-performing posts to a broader audience. Traditional banner ads tend to flop on Reddit. Advertising in these communities must hit both the topic and the tone of the network this can be especially challenging for newcomers. Another intriguing Reddit feature is the large ad unit prominently placed in subreddit feeds, where video ads can be displayed.
However, They can have a big impact because of their size and placement on the page but need to be properly targeted and resonate with the audience. The screenshot above is an ad for YouTube Shorts with the FIFA World Cup, placed in a fantasy gaming subreddit.
This hasn’t fared particularly well, due to the audience mismatch with the message. The cost of advertising on Reddit, especially for this level of exposure, may be less than that of other more popular advertising platforms.
Objectives Of Reddit Advertising:
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Brand Awareness
Brand awareness and reaching the objective are ideal for advertisers who want to build interest in their brand and reach their audience. So, The traffic objective is best for driving traffic to a desired landing page. The conversions objective focuses on driving conversions, app installs on driving mobile app installs, and video views on generating video views.
Each objective also has a particular post type. For brand awareness and reach, post types include text, links (can include an image), and video. Hence, For traffic, conversions, and app installs, post types include links and videos. For video views, the only post type is video.
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Targeting
Reddit’s ad server is set to no location targeting by default. If untouched, that means an ad will be delivered worldwide, using only any other selected targeting parameters to designate a particular audience.As Interest targeting uses the browsing behaviors of users to target specific groups and subgroups. It allows advertisers to define either a wide audience or a more granular one.
For example, an advertiser promoting a sports gaming app would select the gaming interest group and the video gaming and sports subgroups. Reddit looks at how users engage with different kinds of content to determine which interest groups to classify them as.
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Reddit’S Cost
Reddit advertising is a bid, you don’t want to bid too low for the spot where you want your ads to appear, lest competitors outbid you. Like in any auction, you want to outbid other people for the spot you want. Reddit has five bidding types available. All of these bidding types are paired with the appropriate objectives.
For example, if you use traffic as your objective, the bidding type available to you costs per click or CPC
Tips For Started Reddit Advertising:
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Research Subreddits First
Don’t just randomly pick subreddits that seem like they might fit your ad or your product. Actually, take a look at them. Check out their overall tone, see what opinions are prevalent, and what sort of content is featured there.
This can help you not only make sure it’s a good fit for your content but even create custom ads that the subreddit will respond to.
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Utilize Social Listening
You can use Agorapulse’s social listening tools to see what conversations are happening about your brand and industry across social media in general. You can also monitor hashtags to see what your target audience is talking about and create campaigns from what you discover.
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Create Ads Unique To Reddit
You aren’t going to want to copy and paste your Facebook ad copy into Reddit. Even though both in-feed posts allow you a headline, an image or video, and a description, formatting best practices are different.
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Watch Your Ad Spend Carefully
Reddit might actually spend slightly more than you designated, so keep a close watch on your overall ad spend. So, Decrease your daily budget if needed to accommodate this.
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Split Test
Always, always split test. Run a few different campaigns using several different audience targeting strategies, and see what works best for you. Give it at least a few weeks for the system to learn what works, implement some algorithmic optimization, and give you results. Then, you can make a choice about whether or not the platform is right for you
Types Of Reddit Advertising:
1. Promoted Posts
As, To all outward appearances, this post looks similar to other posts on the Reddit platform, except for the word “Promoted” above the title.
Key features of this post include:
- Image or text
- Call-to-action button (Optional)
- Multiple bid types (CPM or CPC)
2. Promoted Video
As, This is similar to the promoted post, except it allows you to play embedded videos similar to how other Redditors post videos on the feed.
Key features include:
- Auto-play video
- Multiple aspect ratios (1:1, 4:5, 16:9)
- Call-to-action button (optional)
- Multiple bid types (CPM, CPV)
3. Community Takeover
As Your brand’s ad will be the first brand seen in the top communities from your category. This takeover will last 24 hours.
The category takeover includes:
- Promoted post (first in-feed ad placement)
- Top banner (300×600 or 300×250)
- Sticky banner (300×250)
4. Front Page Takeover
As Your brand will be the first and foremost on the most visited page on Reddit. Your ad will be the first post a user sees when they visit Home or Popular for 24 hours.
The front-page takeover includes:
- Promoted post (first in-feed ad placement)
- Top banner (300×600 or 300×250)
- Sticky banner (300×250
5. Trending Takeover
As Your brand will be the only brand that people will see in the “Trending Today” section. So, Your trend will be top of the list when a user visits Popular or Search for 24 hours.
Trending takeover includes:
- Trending unit on Popular
- And, Trending unit on Search
- Trending landing page
6. Reddit Takeovers
As, This is the widest-reaching advertising package and allows your brand to be seen first when a user visits Home, Popular, or Search for 24 hours. The package includes:
- Promoted post (first in-feed ad placement)
- Top banner (300×600 or 300×250)
- Sticky banner (300×250)
- Trending unit on Popular
- And Trending unit on Search
- Trending landing page
7. Reddit Ad Creative
As, Due to the nature of the platform and its community, Reddit ad creatives tend to be much different than their counterparts on other platforms. As Reddit users value authenticity and directness more than flash and glitz. Standard marketing tactics and copywriting tricks will not work on Reddit.
Advantages Of Reddit Advertising:
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Reach
Reddit has a huge user base, so your ads could get in front of tons of eyeballs depending on the communities you target.
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Quality Of Leads
Reddit users are passionate. Hence, Winning them over could mean adding a huge dose of loyalty to your customer base.
Disadvantages Of Reddit Advertising:
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Anti-Marketing Sentiment
Anything overly salesy is a turnoff on Reddit, so your ads need to come off as valuable and authentic.
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Intimidating Platform
Reddit is unique among social networks. Whereas Facebook and Instagram are well-trodden territories and there’s plenty of quality expertise out there to help your marketing succeed on those platforms, effective Reddit advertising can take more effort and creativity.
Conclusion:
Reddit does have a consistently much lower conversion rate than other platforms, though the much-lower CPC cost allows you to drive action at significantly lower costs. So, If you’re looking to expand to another platform, that makes Reddit worth testing. As, Reddit also expanded its targeting options in the past few years, allowing for targeting layering and the ability to show your content in specific subreddits, which can increase CTR overall. You can also use retargeting campaigns based on a tracking pixel.
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