Once upon a time, the world of social media advertising was relatively predictable. Marketers knew their audience was on platforms like Facebook and Instagram, where polished images and clever captions ruled the day. It was a space where brands could showcase their best side, and generally, users played along. But nestled quietly within the digital landscape was Reddit, a platform with a completely different approach to social interaction. For years, Reddit flew under the radar of most marketers. It was not where brands casually threw up an ad and hoped for engagement. No, Reddit was something else entirely, a network of fiercely passionate communities, or subreddits, dedicated to everything from cat memes to astrophysics.
However, a new kind of advertising success story emerged for the few brave brands that dared to tap into Reddit's deep well of engaged users. Running campaigns on Reddit became an art form. This is the story of how Reddit advertising evolved and why brands are beginning to realize that if done right, Reddit might just be one of the most powerful marketing platforms out there.
In the early days of Reddit advertising, brands were cautious. Reddit was different from other social platforms. It didn't revolve around individual influencers or perfectly curated lives. Instead, Reddit thrived on raw, unfiltered conversations. Communities, or subreddits, are formed around shared passions, hobbies, and knowledge. Some were small and niche, like r/vintagecomputers, while others, like r/gaming or r/technology, boasted millions of users.
For the uninitiated, Reddit seemed like a maze of topics and discussions, each with its own rules and etiquette. But for the brands willing to navigate it, Reddit offered something incredible—authentic engagement. Unlike platforms where ads could easily be scrolled past, Reddit offered marketers access to communities of users who were invested in what they were talking about. And that's when brands started to realize Reddit's potential.
Imagine you're a company that sells gaming accessories. On Facebook or Instagram, you could create a polished video or carousel ad, pay for impressions, and hope that your audience, who may or may not be interested in gaming, sees it and clicks. But on Reddit, you could place your ad directly in front of thousands of dedicated gamers in subreddits like r/pcgaming or r/gaminggear. These users weren't just scrolling but looking for advice, recommendations, and engaging content. For the first time, brands weren't interrupting a user's feed, they were becoming part of a conversation.
But it wasn't all smooth sailing. Reddit had a reputation for being skeptical of anything that smelled too much like an ad. The Reddit community values authenticity and transparency above all else. Brands that didn't understand this cultural nuance often found themselves on the receiving end of Reddit's notorious downvotes, a sign that the community was rejecting their message.
Take, for example, a well-known brand that launched an overly polished corporate ad in a popular subreddit. The community reacted negatively, with users calling out the brand for failing to understand Reddit's ethos. The ad was swiftly downvoted, and the campaign, while technically visible, was buried at the bottom of the subreddit, unlikely to be seen by many. This brand had learned the hard way: Reddit wasn't a place for superficiality.
On the flip side, some brands embraced the platform's culture and thrived. One example is Duracell, which ran a clever campaign in the r/gaming subreddit. Instead of simply promoting their batteries, Duracell tapped into a problem every gamer could relate to, controllers running out of battery mid-game. Their ad didn't feel like an interruption; it was a conversation starter, a solution to a shared problem. The ad became part of the subreddit's discussions, sparking conversation and engagement while subtly promoting the product.
‍
As Reddit's reputation as an advertising platform grew, so did its tools. Brands now had access to Reddit Ads, a platform designed to help advertisers create campaigns that fit seamlessly within the Reddit ecosystem. These campaigns weren't just generic posts blasted out to the entire site; Reddit Ads allowed brands to target specific subreddits and communities, ensuring their message reached the right people.
Reddit offers several ad formats, but the most effective are promoted posts and videos. These ads appear in users' feeds and resemble regular Reddit posts but are marked as "Promoted." Users can interact with them upvote, downvote, comment, and even share. The key to success here is making the ad feel native to Reddit. Brands that understand this create content that feels like it belongs in the community.
Then there's the carousel ad format, which lets brands showcase multiple images or videos in one post. This format has worked wonders for e-commerce brands, allowing them to highlight several products in one go while telling a cohesive story. Targeting options have also evolved, brands can now target based on interests, subreddits, geography, and even device type. This means a brand selling outdoor gear can target users interested in hiking or camping or even place ads directly in communities like r/backpacking or r/campinggear.
But even with all these tools, Reddit's success still hinges on authenticity. Marketers must resist the temptation to create ads that feel too corporate or detached. Reddit users are smart and can smell a disingenuous ad a mile away. The most successful campaigns are those that blend in with the subreddit's content.
Imagine being a small craft brewery looking to promote your new IPA. Rather than simply posting an ad that says, "Try our beer", a smart Reddit campaign would involve placing a Promoted Post in subreddits like r/beer or r/homebrewing. Instead of a hard sell, the post could ask users about their favorite beer styles or share behind-the-scenes content about the brewing process. Redditors love engaging with brands that feel human, and this approach could spark genuine conversations that go beyond just promoting a product.
One example is Audi's campaign to engage with the tech-savvy users of Reddit's r/technology and r/cars communities. Audi didn't just push its cars, it created content that sparked discussions about the technology behind its vehicles. This approach made Audi feel like a contributor to the community rather than just a company pushing its product.
When done right, Reddit campaigns can yield incredible engagement. Unlike other platforms where ads might be ignored or skipped, Reddit ads, when crafted thoughtfully, can become part of the conversation. Users can comment, ask questions, and even challenge brands. For marketers, this level of engagement offers valuable insights into what customers are thinking and feeling.
Let's revisit the earlier Duracell example. By creating an ad that addressed a real issue for gamers (batteries dying mid-game), Duracell's campaign wasn't just about driving sales but about connecting with the community. The ad sparked a discussion, and Reddit users took to the comments to share their own stories and solutions. This kind of engagement is rare on other platforms but is commonplace on Reddit, where discussions can continue long after the initial post is made.
Reddit's metrics for success are also unique. While click-through rates and impressions matter, Reddit campaigns are often judged on engagement. How many users commented on the ad? How many upvoted it? Did the ad spark a conversation? These are the metrics that often determine the success of a Reddit campaign.
Only some campaigns on Reddit are successful, and the consequences of a poorly executed ad can be swift. Brands that don't take the time to understand the platform's culture risk backlash. Ads that feel too commercial, too polished, or out of touch with the community can be downvoted and ridiculed. This is Reddit's way of telling a brand, "You don't belong here."
A well-known sports brand once attempted to launch a campaign on Reddit targeting a fitness community. But rather than engaging with the users and starting a conversation, the ad felt like a cold sales pitch. The community responded harshly, and the campaign was quickly downvoted into oblivion. The lesson? Reddit is a conversation, not a billboard. Brands that treat it like a traditional advertising platform are likely to fail.
As more brands discover Reddit's potential, the platform continues to evolve. New ad formats, better targeting options, and deeper community engagement tools are on the horizon. But one thing remains constant—Reddit users value authenticity. The most successful campaigns on Reddit are the ones that feel like they belong there.
For marketers, Reddit represents a new kind of opportunity. It's a place where brands can become part of the conversation, engage with passionate communities, and gain valuable insights into what their audience truly cares about. Reddit might not be the easiest platform to master, but the rewards can be tremendous for those who do.
In the end, running campaigns on Reddit isn't about interrupting the conversation, it's about joining it. And for the brands that get it right, Reddit offers something far more valuable than impressions or clicks, it provides real, meaningful engagement.
‍