Reddit Advertising: Is It Right for You?
- Reddit’s advertising platform isn’t overcrowded with social media ads like other platforms.
- It affords us the unique opportunity to reach niche audiences that are highly engaged with specific topics and interests that are related to our clients.
- As a brand it is essential to display value-adding content around what you have to offer, as Reddit users tend to condemn shameless marketing.
- By using subreddits and targeting users based on interest, Redefine Marketing Group can reach highly engaged users in an environment they’re familiar with.
Redefine Marketing Group strives to stay on top of the latest and most cost-effective digital marketing trends for our clients, continually doing research on and testing new digital marketing platforms.
Although Reddit isn’t new, it is new to a lot of the businesses that we work with, and its advertising platform isn’t overcrowded with social media ads like other platforms our clients may have more familiarity with. Reddit advertising affords us the unique opportunity to reach niche audiences that are highly engaged with specific topics and interests that are related to our clients. So, what is Reddit and why does it work so well as a social media advertising platform? We’re here to let you know.
What’s Reddit Used For, Anyways?
Reddit is a vast internet forum site, considered a social media platform. Alexa, the Amazon web traffic platform, has been consistently ranking Reddit among the top five most visited sites in the United States in 2018. In other words, there’s TONS of people who visit the site.
Reddit is made up of subreddits, which are niche forums within the overall forum site. Each subreddit maintains one subject matter focus and the users engaged in the conversation within the subreddit protect the integrity of the content and its adherence to that specific topic. There are over a million subreddits that deal with anything from the latest Easter eggs in our favorite new superhero movie to the most recent finding regarding quantum loop gravity.
Now is a perfect time to be marketing and releasing your content on Reddit because there is likely already a subreddit (or multiple subreddits) dealing with your specific products and services. Even if there isn’t, it’s an excellent opportunity to create a subreddit of your own.
The Protection of Integrity
Something important to note is that the users on Reddit put immense amounts of effort into protecting integrity. Users will check into suspicious activity, including browsing an account’s posting history to check for authenticity. As a brand it is essential to display value-adding content around what you have to offer. Reddit users tend to condemn shameless marketing and anything that seem like you’re only using Reddit as a place to push products or services. The last thing that our clients need is a devaluation of their brand or a widespread backlash from Reddit users.
Now that we have gone over the basics let’s dive into how we specifically market on Reddit.
Marketing on Reddit
The strategists at Redefine Marketing Group first identify the best subreddit for your content, based on what your company offers. We accomplish this by using keyword research tools to find multiple keywords that relate to your business and then do Google searches around those keywords, adding Reddit to the search. For example, if your company just created a new gadget that connects to Wifi within someone’s home, keywords might be ‘gadgets’ or ‘internet of things.’ We do Google searches for ‘gadgets reddit’ and find various subreddits for gadgets. We will target these subreddits within our campaign.
It is also possible to target users based on interest, not just subreddit. What does this mean? Targeting by interest means that we are targeting users who have recently engaged with content related to a specific topic. For example, a user who interacts with a post related to gadgets, using the case above, will be shown gadget ads for a short amount of time. When one user spends more time on Reddit and views different content, their interest categorization will change over time, ensuring that ads are relevant to that user on an ongoing basis. We test both specific subreddit targeting and interest targeting to provide the most significant return on the social media advertising dollars our clients are spending.
How Do Reddit Ads Appear?
Much like a Facebook or Twitter ad, Reddit ads appear like the native content in Reddit, marked “Promoted,” to let users know it is an ad. Because the ads look like regular Reddit content, the ads are somewhat unobtrusive, and when you pay for Reddit ads, you are paying for the top post on a subreddit. We take time to make sure that the ads we create within Reddit look like the other related posts within the subreddits that we are targeting.
What’s ideal about Reddit advertising is that unlike other social platforms, where you are reaching users who might “like” your post, but are not interested at the moment in working with you, advertising on Reddit gets your message in front of people who are not only interested in a topic but who are also actively participating in a conversation on that topic at the moment they see your ad.
At Redefine Marketing Group, we are constantly innovating. If you’d like to find out if Reddit advertising is right for you, contact us today. One of our paid media experts would be happy to teach you the ins and outs of Reddit advertising.