Reddit ads are a cheap(er) click, and, if the subreddit has enough people, go to a very specific targeted audience. It’s one of the few platforms where the main purpose is to self-identify with groups and interests instead of create a social network from your profile. This means you can get ads in front people who have clearly indicated intent and interest about your specific value propositions. It does have drawbacks, however.
The ad platform itself is still fairly rudimentary with limited ad types, though they are continually doing new product rollouts, and conversion actions are event-based instead of URL-based, so optimizing for conversions is more technical and less accurate. Outside of the technical limitations, the audience is much more critical of advertisers than on other social media platforms. As a place where individuals of common interest come together to interact organically, you must prove authority and credibility to have a seat at the table. The last thing most of this audience wants is to have to fill out a form on a website to gain access to information.
However, if you have thought leadership content that is open source on your website and can provide value to your target audience, Reddit is a great awareness and audience-building platform. As the world moves away from credible third-party data collection due to increased privacy (which is a good thing for consumers), advertisers are pressed to own and leverage the data that comes from their website. The more eyes you can drive to a blog post where they spend a lot of time on page and develop a positive brand experience that drives educational value, the better chance you have of capturing their attention across other channels.
Here are some Reddit ads that drove a massive number of clicks that enabled us to capture that remarketing audience and push them additional, relevant content across Facebook, LinkedIn, and Google.
