Reddit, a platform known for its vibrant communities and user-generated content, has evolved into a powerful advertising space for brands looking to engage specific audiences. With over 100,000 active communities—or subreddits—Reddit offers a variety of ad formats tailored to diverse marketing goals. Whether advertisers aim to boost brand awareness, generate website traffic, or drive app installs, Reddit’s ad ecosystem provides flexible solutions that blend naturally into user feeds while driving measurable outcomes.
Reddit advertising primarily works on a bidding system like other social media platforms, and all ads are handled through Reddit’s self-serve ad platform. From promoted posts to display ads, each format offers unique benefits to marketers.
1. Promoted Posts
Promoted Posts are Reddit’s most common and effective ad format. They appear similarly to organic user submissions, except they are labeled as “Promoted.” These ads can include text, images, or video, and they show up in users’ feeds and within specific subreddits. Advertisers often use Promoted Posts to drive traffic, enhance brand visibility, or spark discussions in community threads.
One of the strengths of Promoted Posts is their native appearance—they integrate seamlessly into Reddit’s interface, making them less intrusive and more engaging. They support features like upvoting, commenting, and sharing, allowing brands to directly interact with Reddit users.
2. Display Ads
Unlike Promoted Posts, Display Ads are graphic-based banner ads that do not appear in the Reddit feed but instead show up on the right-hand sidebar or at the top of Reddit pages. These traditional ads offer more prominent placement but tend to be less interactive.
Display Ads are typically purchased through Reddit’s sales team and are more commonly used by large brands looking for maximum exposure rather than user engagement. They support rich media formats and are ideal for promoting big campaigns, product launches, or events.
3. Video Ads
Video Ads can be standalone in-stream video posts or incorporated into Promoted Posts. These ads automatically play when users scroll over them and are effective in capturing attention quickly. Video ads may include call-to-actions like “Install Now” or “Shop Today,” helping to drive conversions from the feed itself.
Reddit recommends that video ads be kept short and optimized for mobile viewing, as the majority of Reddit users access the platform through mobile devices.
4. Carousel Ads
Carousel Ads were introduced to give advertisers the ability to showcase multiple images or products within a single ad unit. These swipeable ads are ideal for e-commerce brands or companies with multiple product offerings. Carousels support up to six different cards, each with its own image, link, and call-to-action.
This format enhances engagement by offering more interactivity and storytelling potential, helping brands to give users a broader look at what they have to offer.
5. Reddit Takeovers
Takeover Ads are the most premium ad placement available on Reddit. With this format, a brand can dominate Reddit’s front page or a specific subreddit for 24 hours. Takeovers can incorporate a combination of banner ads, Promoted Posts, and branded backgrounds.
Reddit Takeovers are typically part of larger marketing initiatives and offer guaranteed visibility across the platform. They are particularly effective for major announcements, entertainment releases, or seasonal promotions.
6. Conversation Placement Ads
Introduced to tap into Reddit’s unique thread-based interaction model, Conversation Placement Ads appear within the comment sections of posts. These ads reach users who are already engaged in discussions, making them highly contextual and relevant.
This placement provides a strategic opportunity to become part of the dialog rather than an interruption. It’s perfect for brands wishing to connect with users at the moment of active engagement.
Frequently Asked Questions (FAQ)
- Q: How do Reddit ads target users?
A: Reddit ads can be targeted based on interests, communities, location, device, and more. Custom and lookalike audiences can also be created for better precision. - Q: What’s the minimum budget to advertise on Reddit?
A: The self-serve ad platform allows daily budgets as low as $5, making it accessible for small businesses. - Q: Can Reddit users comment on sponsored content?
A: Yes, Promoted Posts allow commenting, which can be valuable for engagement and feedback. - Q: Are Reddit ads suitable for B2B marketing?
A: Yes, especially when targeting niche subreddits where professionals discuss industry-specific topics. - Q: How are Reddit ad performances tracked?
A: Reddit provides analytics on impressions, clicks, engagements, and conversions, all accessible through its Ads Dashboard.
