Reddit, widely known as the “front page of the internet,” has grown into a powerful platform for advertisers looking to tap into niche communities. With over 430 million monthly active users, Reddit offers multiple ad formats that help brands directly engage with targeted audiences in authentic and meaningful ways. Understanding the different types of Reddit ads is essential for marketers aiming to maximize their ad spend and ROI on the platform.
1. Promoted Posts
Promoted posts are the most common form of advertising on Reddit. These ads appear natively in users’ feeds and mimic organic Reddit posts in style and format, making them less disruptive and more engaging. Promoted posts can include images, videos, text, or a combination of elements, and users can interact with them through upvotes, downvotes, and comments.
How They Work: Advertisers choose relevant subreddits based on their target audience. Then they create posts tailored to match each subreddit’s tone and interests. This approach helps increase credibility and user interaction.
2. Display Ads
Display ads on Reddit function similarly to traditional banner ads. These visually-driven ads appear in designated spots such as the sidebar, top banner, and between comment sections. Unlike promoted posts, users cannot vote or comment on display ads.
Best For: Enhanced brand visibility and awareness. Display ads are ideal for campaigns aiming to generate reach without the need for extensive user interaction.
- Can support rich media formats
- Great for retargeting strategies
- Often used by large brands for brand lift initiatives
3. Video Ads
Video ads allow advertisers to showcase products or tell brand stories through immersive visual content. These can be either autoplay videos embedded in the feed or standalone promotional clips. Video ads can be used as promoted posts or as part of Reddit’s display ad program.
Advantages: Video ads capture attention more effectively than static images, allowing for greater engagement and message recall.
4. Carousel Ads
Carousel ads enable marketers to feature multiple images or videos within a single ad unit. Users can swipe through slides horizontally to explore the content. This format is especially useful for showcasing a product line, highlighting multiple features, or telling a sequential story.
Perfect For: E-commerce businesses or content-heavy campaigns aiming to present more than one core message or offering.
- Engage users with interactive elements
- Encourage exploration and deeper storytelling
- Boost click-through rates with multiple call-to-actions
5. Takeover Ads
Takeover ads are premium advertisement formats where brands essentially “take over” major sections of Reddit for a day. These include category takeovers, subreddit takeovers, and even front-page takeovers. For example, a subreddit takeover could involve a combination of display ads, promoted posts, and styled visuals within a specific subreddit.
When to Use: During major product launches, brand anniversaries, or awareness campaigns.
6. Reddit Trends & Conversation Placements
In this newer format, brands can insert their ads directly within trending topics or high-traffic conversation threads. These placements are well-suited to real-time marketing initiatives or campaigns tied to current events.
Advantages: High visibility and strong contextual relevance. Brands can align themselves with ongoing user discussions around timely topics.
Targeting Capabilities Across Ad Types
Reddit offers a broad range of targeting options to enhance the performance of each ad format. These include:
- Interest targeting: Based on users’ activity in related subreddits
- Geographic targeting: People in specific countries, regions, or cities
- Device targeting: Mobile vs. desktop users
- Time of day & day of week: Schedule ads for optimal reach
Thanks to these robust targeting options, advertisers can ensure that their campaigns are reaching the most relevant audience for their messaging goals.
Frequently Asked Questions (FAQ)
- Q: Can users interact with all types of Reddit ads?
A: No, only promoted posts and video ads that appear in the feed allow user interaction (comments, votes). Display ads and takeover ads do not support such interactions. - Q: What’s the minimum budget to run a Reddit ad campaign?
A: As of now, the minimum daily budget for Reddit ads is $5, which makes it accessible for smaller brands and startups as well. - Q: Are there any ad formats optimized for mobile?
A: Yes, promoted posts, video ads, and carousel ads are all optimized for mobile users to ensure a seamless experience across devices. - Q: How do I choose the best type of Reddit ad?
A: It depends on your campaign objective. For engagement, use promoted or carousel ads. For awareness, go with display or takeover ads. - Q: Are Reddit ads suitable for all industries?
A: Yes, but the effectiveness often depends on identifying and targeting the appropriate subreddits where niche audiences exist.
