Reddit Advertising: Making Authentic Audience Connections
It’s tempting for marketers to hang onto what’s familiar. But the most effective media leaders aren’t the ones playing it safe–they’re the ones studying consumer behavior and adjusting their strategies accordingly. Today, more and more of those savvy marketers are making advertising on Reddit a priority.
A lot of advertisers used to overlook Reddit, thinking it was too niche (there’s a subreddit for just about everything) or too unpredictable thanks to its user-generated content and anonymous community. But as online behavior keeps evolving, Reddit has quietly become one of the go-to places people turn to figure out what to buy—and why.
Reddit advertising can help brands reach customers in a place they trust, at a moment when they’re already searching for new information, products, and services.
If your media plan ignores Reddit, you’re leaving money on the table. Here’s what makes Reddit advertising special and how you can leverage it to grow your brand.
Taking a closer look at Reddit advertising
Reddit isn’t just another social platform. It functions more like a trusted public forum—one where millions of people are actively researching, debating, and deciding what to buy next.
According to Reddit, 100 people per second are adding the word “Reddit” to the end of their Google searches (think “best wireless earbuds Reddit,” “stroller for twins Reddit,” “EV with the best third row Reddit”).
That behavior isn’t just casual browsing. It’s intent. And it shows up at critical stages of the purchase journey.
Source: Sprout Social
Reddit is where people go when they want real answers from real users. The platform plays a distinct role in helping users narrow choices, validate options, and gain confidence in decisions. Brands competing for attention in crowded, high-consideration categories should definitely understand, if not activate, Reddit.
A middle-funnel powerhouse hiding in plain sight
Most media plans are built around familiar platforms that sit clearly at the top (brand awareness) or bottom (conversion) of the funnel. Reddit excels in arguably the most overlooked and important stage: the middle.
This is the point in the consumer journey where trust, relevance, and detail matter most. Potential customers are weighing options, asking follow-up questions, and moving from passive interest to active consideration.
Reddit is a great medium for capturing mid-funnel consumers because it creates space for the kind of depth that influences decisions. Unlike short-form social content designed for quick impressions, Reddit thrives on nuance, context, and community interaction.
But make no mistake: Reddit isn’t a one-trick pony. The platform has evolved to offer solutions for the full funnel and has been rolling out new lower-funnel functionality with options like dynamic product ads, conversation placement ads, and performance-based bidding.
What makes Reddit different from other social platforms
Rather than relying on closed ecosystems or curated feeds, Reddit’s structure is community-first and interest-based. It’s open, searchable, and sustained by real users with real questions and real experiences.
Source: Social Media Today
Content is upvoted or downvoted by humans, not algorithmic assumptions, based on perceived value. And most critically, it’s one of the few platforms where advertisers can manage their brand presence both organically (via blog-style content in FreeForm Ads, AMAs, or reviews) and with paid media. Brands can participate in ongoing, public discussions instead of simply broadcasting messages.
That transparency may feel intimidating to some brands, but it’s also what creates opportunity for those willing to lean into authenticity.
Turning to the data, the numbers also tell a clearly differentiated story: Reddit drives consideration and conversion, often outperforming platforms that receive a far greater share of budget.
- “Reddit” was the sixth most-searched term on Google in the US in 2024
- 90% of users trust Reddit to learn about products and brands
- The average incremental return on ad spend (ROAS) for Reddit campaigns is over $20
- Users are 27% more likely to buy a product if they view an ad for it on Reddit than on other platforms.
How to advertise on Reddit: Reddit ad types, best practices, and more
Now that you know what sets Reddit apart, let’s dig into how you can make the most of the platform.
Although the middle of the funnel is still its bread and butter, Reddit’s ad platform has evolved into a full-funnel solution, offering sophisticated tools for audience targeting, creative placement, and performance optimization. Whether your goal is to build awareness, influence consideration, or drive conversion, Reddit offers a range of formats and tactics to test out.
Reddit ad types
Some ad types you might want to try out include:
- Promoted posts: Appear like organic Reddit content in feed and conversation threads; can include text, image, video, or carousel formats
- Conversation ads: Interactive ads that show up directly in Reddit comment threads, inviting participation and driving engagement at scale
- Takeover ads (front page or category): Premium, high-visibility placements that dominate the homepage or top of key interest categories for mass awareness campaigns
- Dynamic product ads (DPAs): Personalized, catalog-based creatives served to users based on their browsing or product behavior; ideal for ecommerce
- AMA (Ask Me Anything) ads: Sponsored Q&A sessions that position a brand representative as an expert, encouraging authentic community dialogue
- Video ads: Autoplay video formats optimized for feed and subreddit targeting, designed to capture attention while blending into Reddit’s native environment
Best practices for advertising on Reddit
But the biggest Reddit advantage isn’t the format—it’s the context. Ads placed in the right subreddit or alongside the right conversation show up exactly when and where customers are looking for input, before the decision has been made.
Succeeding on Reddit is all about blending in: respecting the culture of the community you’re advertising to and aligning creative and targeting to how users actually behave.
Leverage these best practices:
- Start with community intelligence
Research relevant subreddits where your audience gathers. Read threads, observe tone, and understand norms before launching creative. The last thing you want is to scare off the locals! Advertisers can also use features like Reddit Answers (an AI search assistant that summarizes relevant posts) and Reddit Pro (which provides analytics and data tools to help brands optimize community engagement) to inform brand strategy and creative messaging. - Use authentic language and value-first messaging
Reddit users are savvy… and skeptical. Ads that mirror real posts—offering help, insight, or value—will perform better than polished brand-speak. - Segment by funnel stage
Use interest targeting for awareness, community, and keyword targeting for consideration, and retargeting or DPAs for conversion. - Include feed and conversation placements
According to Reddit data, campaigns using both placements see stronger engagement and lower CPAs compared to single-placement strategies. - Test, learn, and iterate
Reddit rewards experimentation. A/B test headlines, subreddit groupings, and CTA copy to optimize over time based on engagement patterns. - Engage with comments thoughtfully
Monitor comment threads and reply when it makes sense. Brands that show up to listen and answer questions can build lasting trust.
Use cases: where Reddit can play a strategic role
Of course, Reddit advertising may not be the right fit for every campaign. But it offers unique value for brands in industries where purchase decisions are complex, personal, or community-influenced.
When customers have a lot to think about before making a purchase, they often turn to the forum to find other consumers’ thoughts and advice. Brands can jump into those key conversations.
For example:
- Beauty and wellness brands can engage audiences in subreddits like r/SkincareAddiction or r/MakeupAddiction
- Apparel and lifestyle brands might join style discussions in r/Streetwear or r/FrugalFashion
- Home and appliance companies could guide research in r/HomeImprovement or r/Appliances
- Finance, health, and B2B brands can answer more nuanced questions in expert-led communities
Even in highly competitive verticals, Reddit can help surface a brand in a space that feels authentic, not intrusive.
Reddit advertising: a smart bet for forward-looking marketers
If you haven’t tested Reddit advertising yet, this might be the moment.
Reddit’s role as a trusted source of recommendations in a world of algorithmic fatigue and evolving search behavior makes it a valuable addition to the modern marketer’s toolbox. And as consumer trust continues to erode across platforms, Reddit’s transparency and community dynamics offer a refreshing—and effective—alternative.
Whether you’re ready for Reddit or just browsing, remember: it’s the brands that show up where decisions are really being made that will win in this next era of digital media.
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