A Guide to Reddit Ad Formats and Best Practices

Reddit offers advertisers a unique opportunity to engage with a diverse and passionate audience through various Reddit ad formats. With countless subreddits hosting discussions on virtually any topic, it’s a place where tech-savvy and curious users seek content beyond mainstream social media. For marketers, this means connecting with an engaged community that truly values authenticity.

Because Reddit encourages genuine conversations over one-sided advertisements, it’s important for marketers to provide honest and valuable content. 

Brands that thrive here interact like regular users, offering real value and building relationships rather than relying on traditional ads. For businesses exploring new marketing channels, Reddit’s active communities and diverse ad formats present an exciting option.

Overview of Reddit Ad Formats

Reddit offers a range of ad formats designed to help you engage with its active community: promoted posts, display ads, video ads, carousel ads, and sponsored content.

Promoted Posts

Promoted posts on Reddit resemble regular user posts but reach a wider audience beyond a specific subreddit. Because they blend naturally into the feed, users are more likely to engage with them.

Features:

• Appear like any other post in the feed.
• Blend seamlessly with other content.
• Allow engagement through comments.

Benefits:

• Fit smoothly into the user experience without being intrusive.
• Encourage discussions and interactions, boosting engagement.

Best Use Cases:

• Building brand awareness.
• Sparking engagement around products or ideas.
• Showcasing new product launches.

Display Ads

Display ads on Reddit are banners that appear at the top or sides of pages. Unlike promoted posts, they stand out from user content, offering a more traditional advertising approach.

Features:

• Banner placements at the top or side.
• Highly visible, distinct from regular content.

Benefits:

• Capture the attention of a broad audience.
• Ideal for increasing brand recognition.

Best Use Cases:

• Wide-reaching brand awareness campaigns.
• Announcing major events or product launches.

Video Ads

Video ads introduce dynamic content to Reddit’s platform. Since Reddit is mostly text-based, videos can stand out by using motion and sound to grab attention and enhance ad performance.

Features:

• Play directly within the feed.
• Auto-play feature draws immediate interest.

Benefits:

• Engage users with movement and sound.
• Effective for sharing complex messages or telling your brand story.

Best Use Cases:

• Storytelling or detailed product demonstrations.
• Campaigns that rely on visuals and audio to engage audiences.

Carousel Ads

Carousel ads allow you to display multiple images or videos within a single ad. They’re perfect for telling a story or highlighting a range of products.

Features:

• Multiple scrollable panels in one ad.
• Mix of images and videos for flexible storytelling.

Benefits:

• Share detailed stories or showcase several products.
• Encourage user interaction by scrolling through content.

Best Use Cases:

• Narratives that explore different aspects of a product or service.
• Presenting a new product line with various options.

Sponsored Content

Sponsored content on Reddit aims to engage users meaningfully by integrating your message seamlessly into their experience. These ads often mirror Reddit’s culture and user-generated content.

Features:

• Naturally blend with user discussions.
• Often involve creative collaborations that resonate with the community.

Benefits:

• Allow brands to connect authentically with communities.
• Encourage user interaction through engaging content.

Best Use Cases:

• Building brand loyalty with community-focused campaigns.
• Educating users about products through deeper engagement.

Best Practices for Successful Reddit Ad Campaigns

To run a successful ad campaign on Reddit, you need to understand its nuances. The following best practices will help you get started:

Crafting Ad Content That Appeals to Reddit Users

Authenticity makes a significant difference on Reddit. Users tend to be skeptical of generic ads but appreciate genuine engagement. To make your ads resonate:

• Tell Stories: Share compelling narratives that capture attention. Redditors respond well to personal and relatable stories.
• Speak Their Language: Familiarize yourself with the language and norms of the subreddits you’re targeting. Using the community’s style shows respect and understanding.

Targeting the Right Subreddits

Reddit’s vast array of subreddits provides an excellent opportunity for advertising to diverse audiences. With so many niche communities on Reddit, directing your campaign to the right groups can do wonders for its success.

• Research Subreddits: Subscribe to potential subreddits and observe the discussions. Ensure they align with your brand and message.
• Customize Your Content: Adapt your message to fit each subreddit’s culture. What resonates in one community might not in another.

Leveraging Reddit’s Targeting Options

Reddit offers targeting tools to fine-tune where your ads appear. Using these features helps you reach users who are more likely to engage with your content.

• Interest and Location Targeting: Focus on users based on their interests and geographic location to connect with a more receptive audience.
• Device and Time Targeting: Reach users based on the devices they use and when they’re most active, optimizing exposure and engagement.

Measuring Success and Optimization

After you launch your Reddit ad campaign, keep an eye on performance data and make adjustments to adapt to any algorithm changes.

• Use Analytics Tools: Track metrics like impressions, click-through rates, and conversions to gauge your campaign’s performance.
• A/B Testing: Experiment with different text, images, and calls to action to discover what resonates best with your audience.
• Adapt and Refine: Adjust your strategy based on the insights gained. If certain content performs well, focus more on that approach.

Real-Life Examples of Successful Reddit Ad Campaigns

Looking at successful Reddit ad campaigns can provide valuable insights into what works. Here are three campaigns that effectively used Reddit’s advertising potential and ad formats.

Taco Bell UK

Taco Bell UK launched a campaign to promote their Bacon Grilled Cheese Quesadilla, targeting fast-food enthusiasts and Taco Bell fans. The ad featured repetitive and catchy copy emphasizing the main ingredients, accompanied by a high-quality image of the product, creating a memorable and appetizing presentation.

Omnisend

Omnisend launched a campaign targeting ecommerce business owners using WooCommerce by highlighting their email marketing plugin. The ad showcased a strong value proposition with a high rating and trusted user base, presented in a simple and professional design that clearly communicated the product’s benefits.

Eyeris.io

Eyeris.io targeted small business owners and marketers lacking design skills by promoting their AI-generated product videos and images. The ad employed a familiar meme format, making it engaging and relatable to the Reddit community, with clear messaging highlighting ease of use and benefits.

The Next Steps for Launching Reddit Ads

Reddit ad formats can give your marketing efforts a significant boost as part of your overall cross-platform marketing strategy. By tailoring your targeting, engaging with communities, and using native content, you can effectively connect with Reddit’s diverse audience. To further boost campaign success, AI performance advertising tools like Pixis AdVance can help your ads reach the right people more precisely by helping you develop micro-personas.