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In a digital ecosystem dominated by algorithms and vanity metrics, Reddit stands apart. Known for its community-first ethos and brutally honest user base, Reddit might not be the first platform marketers consider but it absolutely should be.
Why? Because Reddit doesn’t just offer reach. It offers relevance.
With over 100,000 active communities (subreddits) and 97 million daily active users, Reddit has become a potent space for advertisers who want to speak directly to engaged, informed, and passionate audiences. But to succeed, you need to understand how Reddit advertising works from its ad formats to its unique targeting capabilities.
Why Reddit Advertising Deserves Your Attention
Reddit isn’t just growing in user base it’s growing in ad revenue and ad performance. In 2024, Reddit reported a 50% year-over-year increase in ad revenue, reaching $1.2 billion. It now ranks as one of the fastest-growing digital ad platforms, rivaling more mainstream options like Meta or Google in terms of efficiency particularly in niche markets.
Reddit Ad Formats: Choosing the Right Tool for Your Message
- Reddit’s ad inventory is intentionally designed to integrate naturally into the platform. The goal isn’t to disrupt conversations but to join them.
Promoted Posts
These native ads appear in users’ feeds or within subreddit discussions. They’re nearly indistinguishable from regular posts a huge advantage if executed with authenticity.
- Text Ads: Great for storytelling, surveys, or educational content.
- Image Ads: Ideal for products, infographics, or brand visuals.
- Video Ads: Autoplay formats with sound off best for capturing attention and relaying brand stories quickly.
Pro Tip: Use community-style language and avoid overly commercial language.
Carousel Ads
A multi-image or video format, Carousels allow for storytelling in sequences. Perfect for ecommerce brands showcasing multiple products or features.
Reddit Takeover Ads
These high-impact campaigns include Front Page Takeovers, subreddit-specific takeovers, and trending placements. Ideal for major product launches or awareness drives.
Pro Tip: Use Takeovers strategically you’ll get massive exposure, but they come with a premium price tag.
Free-Form Ads
This format gives you complete creative freedom think of it as Reddit’s answer to a microsite within a post. Combine images, GIFs, videos, and copy in one immersive experience.
Targeting on Reddit: How to Reach the Right Audience
Reddit’s true strength lies in its hyper-granular targeting capabilities. Unlike other platforms where you guess at interests, Reddit users self-sort into communities — making your targeting more precise by default.
Community (Subreddit) Targeting
The most powerful targeting method. You can advertise directly to users inside specific subreddits — for example, r/investing, r/Parenting, or r/SkincareAddiction.
Why It Works: You’re speaking to an audience that has already declared their interest in your topic.
Interest Targeting
Target users based on broader interests derived from their behavior across Reddit (e.g., “Tech Enthusiasts,” “Gaming Fans”).
When to Use: Great for prospecting or expanding reach beyond a single community.
Keyword Targeting
Show your ads on posts or comment threads that include specific keywords or phrases. It’s essentially contextual advertising with Reddit’s conversation-first twist.
Demographic and Geo-Targeting
Reddit lets you filter by age, gender, country, state, or even device type — a must for local businesses or mobile-first products.
Custom and Lookalike Audiences
Upload first-party data (email lists, site visitors, etc.) to retarget users or build new lookalike audiences using Reddit’s data signals.
Best For: Re-engaging lost leads or increasing frequency with already-warmed-up users.
How to Win on Reddit Ads
As a marketer who’s worked with brands running six-figure campaigns on Reddit, here’s what you need to know:
- Test Subreddits First: Don’t assume the biggest subreddit is the best. Sometimes, a smaller but more active niche can outperform.
- Don’t Sell — Start Conversations: Ads that feel like community posts (polls, AMAs, questions) drive higher engagement.
- Monitor Karma & Comments: Redditors love transparency. If people respond negatively to your ad, don’t ignore it — respond respectfully and adapt.
- Use Creative That’s Native in Style: Use memes, inside jokes, or references known to the community you’re targeting. Authenticity wins.
Wanna know more, read also: Reddit Demystified: A Marketer’s Guide to Understanding Its Use, Pros, Cons, and Strategic Potential
Reddit advertising isn’t about blasting messages it’s about starting real conversations with real people. When done right, it delivers some of the most qualified traffic and authentic engagement you’ll find anywhere online.
With an understanding of Reddit’s ad formats and its precise targeting options, you’re now equipped to build high-performance campaigns that don’t just reach audiences they resonate.
Need help planning a Reddit campaign or fine-tuning your strategy? I’d be happy to offer insights or support Reddit might just be your next big win.
Afroditi Arampatzi
Marketeer
Hi, I’m Afroditi!
An experienced marketer with a passion for driving impactful projects and delivering strategic solutions.
With over 15 years of hands-on experience in project management, I specialize in advertising, data analysis, strategic planning, and team leadership.
