Reddit Ads 101

According to Alexa, Reddit is the 6th-most visited site in the United States. Known as “the front page of the internet,” it’s made up of thousands of subreddits, which are communities dedicated to nearly every topic imaginable. Are you a cheese lover? There’s a subreddit for that. Looking for your next television show, movie, or favorite band? There’s a subreddit for that too.

With many Reddit users not using other social media platforms (eMarketer), running ads via their self-service platform is one of the strongest ways you can reach users within this unique community.

Below, we’ve broken down how to set up your first Reddit campaign, from optimization options, targeting, and creative best practices. For more on Reddit, check out our blog post The Truth About Reddit Advertising.

What Types of Optimizations Are Available? 

For now, there are five main optimizations for the Reddit Self-Service Platform:

Reddit Ad Optimizations

What Type of Targeting Is Available?

Subreddit targeting:

Reddit is made up of thousands of different communities on various topics, from different kinds of music, sports teams, activities, and more. To help focus on specific groups of users, you can narrow down your targeting based on these communities.

Note – not every subreddit accepts advertising. This is based on the settings of the subreddit & the subscriber base of who has engaged with the community recently or is a subscriber

There is no definitive list of available subreddits for advertising. The most simple way to find out if the subreddit accepts ads is to visit the community. If there are ads on the subreddit, it likely accepts ads. Otherwise, this can be checked within the Reddit ads platform by typing in the name of the subreddit under “communities”:

Interest Targeting:

Reaches users on a broader scale who have recently interacted with content around a particular interest.

Examples include Music & Audio, Pets, National News, and More.

Email Lists:

Reach subscribers from your mailing list, past buyers, and more. For now, this requires whitelisting from a Reddit rep.

Coming Soon According to our Reddit Ad Team:

  • Site Remarketing Audiences
  • Lookalike Audiences

Creative Options & Best Practices 

Now that you have your optimization & targeting set up, there are two main types of ads that you can run on the Reddit platform: Video Ads & Image Ads.

Reddit Video Ads

Reddit accepts 16:9, 4:5, 4:3, and 1:1 videos, so it’s easy to repurpose a piece of your content for the platform. Ideally, these ads should include branding within the first few seconds, and be consumable for users who have their sound turned off. A link to your destination can be included:

Reddit Image Ads

For image ads, both a 1200×628 & 400×300 image are required so the ad can show across desktop + mobile devices. The image should be engaging and convey essential information to your targeted audience:

You can view more creative best practices from Reddit here.

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