How many times have you also fallen down the rabbit hole of a Reddit thread? What if I tell you that Reddit too is being used as a marketing tool by many? Unlike traditional social media platforms where users passively consume content, Reddit’s structure fosters active participation through highly focused subreddits. Reddit hosted more than one billion posts and more than 16 billion comments as of February 2024, as per the United States Securities and Exchange Commission. Furthermore, Reddit reported around 57 million daily active users in 2022, according to a report by Statista. This represents an increase of seven million active users engaging with the platform daily compared to the data reported at the beginning of 2022. From what is understood, this structure allows marketers to engage users more authentically compared to other platforms, which prioritise passive consumption.
Who does Reddit click with?
Reddit has a predominantly male user base, with 63.6% of its users identifying as male, according to Exploding Topics. A significant portion of US users falls within the younger demographic, with 44% aged 18 to 29, while 31% are between 30 and 49 years old. Additionally, half of Reddit’s users are based in the U.S., and 64% of the platform’s users have a household income exceeding $75,000 annually.
One of Reddit’s standout features is its native advertising approach, where ads appear in the same format as organic posts, blending seamlessly with user-generated content. A potential reason behind this is that Reddit is a platform where users gather to discuss topics they’re passionate about, which can significantly impact brand reputation. Engaging with these passionate communities requires careful attention, as their sentiments can be both positive and negative. Brands are appreciated when they share expertise and information rather than engaging in company-initiated hype, which doesn’t resonate well on Reddit. To get started, create a brand profile and follow both Reddit’s rules and those specific to individual Subreddits. A Reddit-specific strategy with consistent posting is key. In cases of misinformation, Reddit encourages brands to respond with correct information, as the community often supports and upvotes such corrections, giving them more visibility.
These native ads, whether promoted posts or video ads, help brands engage users without disrupting their browsing experience. Reddit’s ad formats include display ads, video ads, and carousel ads, all optimised to fit naturally into the platform’s feed. Additionally, the use of Reddit’s self-serve ad platform allows marketers to define precise targeting based on demographics, interests, or subreddit communities.
Furthermore, the key to Reddit’s success as a marketing platform is its emphasis on authenticity. It is learnt that Redditors (those who use Reddit) are notorious for spotting and rejecting overly promotional or irrelevant content. For brands, understanding the community norms of a subreddit is critical, as each has its own rules and culture. Successful campaigns involve contributing valuable content or genuinely engaging with users, making brands feel like part of the conversation rather than intrusive advertisers.
For example, Audi and Toyota have run campaigns on subreddits generating engagement by aligning the campaign’s theme with the interest of different communities. This authenticity-first approach seemingly allowed these companies to blend into the conversations, generating millions of impressions.
From a performance perspective, it is understood that Reddit’s ad platform offers detailed analytics, allowing marketers to track impressions, click-through rates (CTR), and engagement rates, making it easier to measure the effectiveness of campaigns. Reddit’s unique audience also results in strong engagement rates, often exceeding those of traditional social media platforms, particularly in niche subreddits. 75% of B2B decision-makers regard Reddit as the most influential source for business product insights, according to Search Engine Land. Additionally, 28% of Reddit users have researched online education programs in the past six months. Notably, 93% of Redditors believe the platform helps them make informed tech upgrade decisions.
Reddit provides a good opportunity for marketers focused on brand trust and deep engagement. Its community-first approach fosters trust between users and brands, making it a standout option in a crowded digital advertising landscape. By respecting community norms and engaging authentically, brands can build long-lasting relationships with Reddit’s unique, loyal user base.
As Reddit’s tools improve and the user base continues to grow, marketers will likely see it as a key platform for fostering deeper, more meaningful connections with consumers across the internet’s communities.