TLDR: Reddit Ads combines highly engaged, niche communities with user-led problem solving and authentic discussion. Unlike purely transactional platforms, Reddit sits between social and search, allowing brands to influence both consideration and conversion.
Advertisers can use image, video, carousel, conversation, product, freeform ads, AMAs, and even takeovers. Success on Reddit depends on strong creative, smart community targeting, clear campaign objectives, and robust tracking using the Reddit Pixel, UTMs, and third-party measurement tools.
Table of Contents
Why Reddit Ads matter
Reddit has evolved from a niche internet forum into one of the most powerful community-driven platforms for advertisers. It blends the creativity of social media with the intent and research-driven behaviour of search platforms, creating a unique environment where brands can engage deeply engaged audiences.
Reddit is fundamentally a user-generated, creative-led platform. It combines the visual engagement of platforms like Instagram or Meta with the research-led, intent-driven nature of Google and Microsoft Ads. In many ways, it is the modern evolution of early 2000s internet forums, where people gathered around highly specific interests.
What makes Reddit particularly powerful for advertisers is its structure. Communities are separated by specific themes and identities, allowing users to follow only the topics that matter to them. This creates highly educated, niche audiences who are deeply invested in their interests.
For advertisers, this means:
- You are speaking to users who are actively researching and discussing topics.
- Audiences are often more informed and engaged.
- There is a strong emphasis on authentic, user-generated content.
A standout example comes from Sega, which launched Football Manager 26 by effectively taking over sports-related communities. The campaign used video and image-led freeform ads across multiple sporting subreddits. Reddit users spent an average of 79 seconds engaging with the post.
To put that into context, most short-form social ads run between 7 and 15 seconds, and even 30 seconds is considered long. A 79-second engagement time demonstrates just how immersive Reddit placements can be.
Importantly, Sega targeted sports communities rather than just gaming communities. This shows how Reddit allows advertisers to think beyond obvious interest groups and tap into broader, adjacent audiences.
Types of Reddit Ads
Reddit offers several ad formats to suit different business goals.
Image Ads
These are one of the most commonly used formats. While called “image ads,” they are more like visual text posts, allowing text overlays on images. They combine strong visuals with clear headlines to communicate value quickly.
Video Ads
Video ads drive high engagement and allow brands to communicate more complex messaging. Reddit users often spend longer with video content than on other social platforms.
Carousel Ads
These allow multiple images within a single placement, similar to other social platforms. They are ideal for showcasing multiple products or features.
Freeform Ads
Freeform ads combine multiple content types, including text, images, and video. These were used in Sega’s campaign and are especially effective for immersive storytelling.
Conversation Ads
These appear within comment sections and allow brands to engage directly in discussions. They are designed to embed brands into the conversation rather than simply display a message.
Product Ads
Retail brands can use product ads that enable in-app purchasing, similar to TikTok Shop or Instagram shopping experiences.
Sponsored Ask Me Anything (AMA)
An AMA allows a brand representative to host a live discussion thread where users can ask questions in real time. This mirrors Reddit’s traditional forum culture and builds trust through transparency.
Reddit Takeovers
For larger brands with significant budgets, Reddit offers community takeovers. This overlays branding across specific communities, dominating visibility during the campaign window.
How to set up Reddit Ad Manager
Setting up Reddit Ads is straightforward and familiar to anyone who has used PPC platforms before.
- Visit ads.reddit.com.
- Create an account, which will also serve as your Reddit user account.
- Choose your username carefully, as it will be publicly visible. Every ad is posted from a user account, meaning brands must consider naming and availability.
- Set up billing. Initially, billing may occur frequently to establish trust, before moving to weekly or monthly cycles.
- Create your campaign and ad group, similar to Google Ads structures.
- Select your campaign objective, whether traffic, conversions, or visibility.
- Build your audience, either within the campaign setup or separately.
The interface is often considered more intuitive than Google for beginners.
Targeting options on Reddit
Reddit’s targeting is where the platform truly shines.
Community targeting
Advertisers can target specific communities aligned with their niche. For example, campaigns may target ecommerce, marketing, PPC, SEO, or reporting communities, depending on relevance.
This level of specificity often surpasses Google’s affinity audiences. Instead of targeting “sports fans,” you can target users in a specific football club community.
Keyword targeting
Advertisers can layer keywords to capture relevant discussions and interests.
Demographic and location targeting
You can refine by geography, such as targeting UK audiences, alongside demographic filters.
First-party data
You can upload first-party data for audience matching, although this may be less effective for B2B brands, as users rarely register with work email addresses.
Reddit thrives as a problem-solving platform. Unlike Google, where solutions may be brand-led, Reddit solutions are often user-led, making them feel more authentic. Brands that integrate into this environment become part of the trusted solution.
Best practices for Reddit Ads
Position yourself in the discussion
Reddit is not purely transactional. Google captures active purchase intent, whereas Reddit influences consideration and peer-driven evaluation. Brands should position themselves within discussions rather than simply pushing products.
Choose the right communities
Understanding which communities align with your product is critical. This requires insider knowledge of where your audience gathers.
Install conversion tracking
If conversion-focused, install the Reddit Pixel. It has a straightforward setup process and enables proper tracking of user actions.
Use third-party verification
Tools such as Google Campaign Manager or DoubleVerify can help validate performance data.
Apply UTMs
Manually add UTMs to landing pages to track traffic in GA4, while noting that some browsers may strip parameters.
Set budgets and bidding strategies
Define daily budgets and align bidding strategies with campaign goals, whether traffic, conversions, or visibility.
Invest in high-quality creatives
Strong visuals and compelling video content are essential. As emphasised repeatedly, good creatives drive clicks and engagement.
How to measure success on Reddit Ads
Measurement should align with your objectives.
Visibility metrics
Track impressions and reach within Reddit’s platform and verify using third-party tools.
Traffic metrics
Monitor clicks and sessions in GA4, supported by UTMs.
Conversion metrics
If you have installed the Reddit Pixel, track specific conversion actions such as purchases, form fills, or sign-ups.
Engagement metrics
Time spent on post can be a powerful indicator. The 79-second engagement seen in the Sega campaign highlights Reddit’s potential for deep interaction.
Ultimately, success should be defined before launching. If your goal is awareness, prioritise reach. If your goal is conversion, optimise bidding and tracking accordingly.
Conclusion
Reddit Ads occupy a unique space between social engagement and research-driven intent. The platform’s community-first structure enables brands to engage highly specific, informed audiences in authentic discussions.
Unlike purely transactional channels, Reddit allows advertisers to become part of the conversation and influence consideration before the final purchase decision. By choosing the right communities, investing in high-quality creatives, setting clear objectives, and implementing robust tracking, brands can unlock significant engagement and conversion potential. If you would like to learn more about Reddit Ads or to discuss how we can help with your campaigns. Feel free to send us an email to team@modo25.com
