A Complete Guide to Advertising on Reddit (Reddit Ads)

Advertising on Reddit is one of the most underutilized yet highly effective ways to connect with target audiences.

With over 57 million daily active users across 100,000+ communities, Reddit presents a unique opportunity for marketers to step directly into niche spaces and interact with users who are passionate about specific topics.

Whether you’re a marketer, a business owner, or new to Reddit’s advertising platform, this guide will walk you through everything you need to know about Reddit Ads—from getting started to creating campaigns that drive results.

Why Advertise on Reddit?

When it comes to digital advertising, Reddit is often compared to major platforms like Facebook, Instagram, or Google. However, Reddit has one key advantage that sets it apart: its communities, known as subreddits.

Here’s why Reddit can be a powerful advertising platform:

• Highly Engaged Audiences: Reddit users are notoriously passionate and active in their communities. This creates a unique environment where marketers can reach specific audiences more effectively than on other ad platforms.
• Topic-Specific Targeting: With thousands of subreddits covering every imaginable niche, you can tailor your ad campaigns to resonate with highly targeted audiences.
• Cost-Effective Advertising: Reddit Ads tend to be more affordable than ad campaigns on platforms like Google or Meta, particularly for niche audiences.
• Two-Way Communication: Reddit fosters open discussion, which can help brands engage directly with users, understand their needs, and build authentic relationships.

However, Reddit advertising does come with a learning curve. The platform’s users are quick to spot (and call out) irrelevant or intrusive advertising, so a thoughtful approach is key.

Types of Reddit Ads

Reddit offers two advertising formats to choose from, each catering to different goals and strategies:

1. Promoted Posts

Promoted Posts are native ads that appear in users’ feeds, blending seamlessly with organic Reddit content. These ads allow you to start conversations with Reddit users by adding text or a link (e.g., to a landing page or product).

Benefits:

• They look like regular Reddit posts, making them feel less intrusive.
• Users can upvote, downvote, and comment on your ad, encouraging interaction.
• You can use images, videos, or carousels to make your ads more engaging.

Best Use Cases:

• Driving traffic to a website or product page.
• Generating brand awareness.
• Collecting feedback through comments.

2. Display Ads

Display Ads are banner ads featured prominently on Reddit pages. These ads sit above and beside content feeds and are often more suitable for branding campaigns or businesses targeting broader audiences.

Benefits:

• Highly visible placement.
• Great for large-scale awareness campaigns.
• No interaction required (no upvotes, downvotes, or comments).

Best Use Cases:

• Broad-reaching brand campaigns.
• Product launches.
• Events or limited-time offers.

How to Get Started with Reddit Advertising

If you’re new to Reddit Ads, setting up your first campaign is straightforward. Here’s a step-by-step guide to get you started:

1. Create a Reddit Ads Account

Visit Reddit Ads and sign up for an account. You’ll need to provide basic details about your business and payment information.

2. Set Your Campaign Objectives

Reddit allows you to choose from the following campaign objectives:

• Brand Awareness & Reach
• Traffic (Clicks to Website)
• Conversions
• App Installs
• Video Views

Selecting the right objective will determine how Reddit optimizes your ads and measures success.

3. Define Your Target Audience

Reddit’s robust targeting options allow you to focus your advertising efforts precisely:

• Subreddit Targeting:
• • • Choose specific subreddits relevant to your target audience. For example, a fitness brand could target r/fitness or r/running.
• Demographic Targeting:
• • • Filter by location, gender, device type, and more.
• Interest Targeting:
• • • Select interests such as “Gaming,” “Business,” or “Food and Drink” to target users with broader interests.

4. Set Your Budget

Reddit allows for flexible budgeting. You can set:

• Daily Budget: e.g., $10/day (minimum required).
• Total Campaign Budget: Specify a ceiling for your total spend.
• Bid Strategy:
• • Reddit uses a cost-per-thousand-impressions (CPM) bidding model. Plan to spend around $5-6 CPM during most campaigns, though this may vary by industry.

5. Create Compelling Content

Reddit thrives on authenticity, so invest time in crafting an engaging ad:

• Craft a Catchy Title:

Keep it aligned with the tone of the subreddit you’re targeting.

• Use Eye-Catching Visuals:

Bright, high-quality imagery or short videos work well.

• Offer Value:

Make sure your ad offers something useful or compelling. A limited-time discount, a free guide, or an exclusive offer works wonders.

6. Monitor and Optimize

Once your campaign is live, monitor analytics like click-through rates (CTR) or conversions. Reddit’s dashboard provides detailed performance metrics, allowing you to fine-tune your campaigns.

Pro Tip:

Experiment with A/B testing by running multiple variations of your ad to see what resonates best with your target audience.

Best Practices for Successful Reddit Advertising

To succeed on Reddit, keep these top tips in mind:

Focus on Authenticity

Reddit users value authenticity above all else. Ads that feel like spam or disrupt the community often receive backlash. Ensure your messaging aligns with the subreddit’s tone and values.

Leverage Subreddits Wisely

Become familiar with the subreddits you’re targeting. Spend time reading posts, engaging in discussions, and understanding the culture before you run ads.

Respond to Comments

Unlike traditional advertising platforms, Reddit encourages community dialogue. Reply to user comments on your ads to show you’re listening and earn trust.

Keep Testing

The Reddit audience is diverse. What works for one subreddit may fail in another. Test different formats, messages, and visuals to discover what clicks with your audience.

Be Transparent

If you’re running a Promoted Post, make it clear that it’s an ad. Hidden intentions will only cause damage to your brand reputation.

How Brands Are Succeeding with Reddit Ads

Big brands like Adidas, Spotify, and Mint Mobile have tapped into Reddit Ads’ potential to grow awareness and engagement among niche communities.

For example:

• Adidas tapped into fitness subreddits to connect directly with running and CrossFit enthusiasts, resulting in thousands of meaningful interactions.
• Spotify targeted music-focused subreddits to promote curated playlists tailored to different user groups, increasing app installs significantly.

Use Reddit Ads to Grow Your Brand Today

Advertising on Reddit provides businesses with unique opportunities to reach niche, highly engaged audiences. When done thoughtfully, Reddit Ads can drive impressive results by building genuine connections with potential customers.

If you’re ready to explore Reddit Ads for your brand, start small and test the waters. Experiment with different formats, subreddits, and messaging to find what works best for your business.