Introduction
Reddit is a social media platform with different groups called subreddits.
Each subreddit brings together people who share the same interests.
This makes Reddit users very engaged and knowledgeable about the topics they care about.
As such, advertising on Reddit is different from other social networks. To succeed with Reddit ads, it’s important to understand the community.
Reddit users appreciate honesty and can be tough on ads that seem too commercial or out of place.
In this article, we will cover the basics of setting up Reddit ads, tips for creating good ad content, and strategies for targeting and engaging with Reddit users.
Understanding Reddit’s audience
Reddit users value honesty, straightforwardness, and often have a slightly cynical view.
This means they are quick to spot ads that feel fake or overly polished. To do well with Reddit ads, you need to connect with this mindset.
Here are some important considerations:
- Know your audience: Each subreddit has its own rules and culture. Select subreddits that match your audience’s interests and behaviors. The more relevant your targeting, the better your ad will perform.
- Focus on brand awareness: While direct conversions might be lower compared to other platforms, Reddit is great for building brand awareness. You can still make a strong impression and build a loyal following.
- Be real: Reddit users prefer ads that feel like regular posts. If your ad looks too much like an ad, it might get ignored or even downvoted.
- Be direct: Reddit users don’t have a lot of patience for fluff. Clear and simple messages work best. Get straight to the point.
- Monitor and engage: Keep an eye on the comments under your ads. Don’t just post your ad and leave. Answer questions, address concerns, and be part of the conversation. This can build trust and improve your ad’s effectiveness.
- Be ready for feedback: Be prepared for both positive and negative feedback – Reddit users are vocal and honest. Use this feedback to improve your future ads and show the community you value their opinions.
The above tips will help you maximize the impact of your Reddit ads and achieve your marketing goals.
Setting up Reddit ads: The basics
Starting with Reddit ads is straightforward. Here’s a simple guide to help you get started:
#1 Create an account
First, you need a Reddit account. If you don’t have one, sign up on Reddit’s website.
#2 Go to Reddit Ads
Visit the Reddit Ads page (ads.reddit.com) to start setting up your campaign.
#3 Choose whether you want a simple or advanced setup
The simple option limits how many settings you need to tweak, while the advanced setup offers greater campaign customization.
Let’s go with the Advanced setup for this guide.
#4 Choose your objective
Decide what you want to achieve with your ad. Reddit offers several options:
- Brand awareness – You want people to know about your brand. Best for broad appeal or mass consumer brands.
- Website traffic – You want to drive clicks to a landing page or website.
- Conversions – You want sales, subscribers, or some other conversion.
- Video views – You want more people to watch your content (such as trailers, teasers, and video ads).
- App installs – You want more people to download and install your app.
- Catalog sales – You want to drive more sales from your Shopify, WooCommerce, or other online shop catalog.
Pick the one that best matches your goal.
#5 Set your budget
Decide how much money you want to spend. You can set a daily budget or a total budget for the campaign.
Start with a small budget to test how your ads perform. You budget depends on the results you want, how much time you have to attain those results, and your historical or estimated conversion rate.
When you’re done, click ‘Next.’
#6 Select your audience
Use Reddit’s targeting options to choose who will see your ads.
You can target by interests, subreddits, location, and more. Selecting the right audience is crucial for your ad’s success.
You can choose to let Reddit generate multiple ads based on a combination of headlines and uploaded ad creatives and pick the winner.
You can also choose to tick or untick the audience expansion box.
Ticking this box means Reddit will automatically show your ad to users similar to the community audiences and interest groups you choose.
When you’re done, click ‘Next.’
#7 Create your ad
Now it’s time to make your ad.
Keep it simple and engaging. Remember, your ad should look like a natural part of Reddit.
- Use a catchy headline and clear message (more on this below).
- Add an eye-catching image or video. You can create a carousel from multiple images, too.
- Add a destination URL if needed. You can add any UTM tags here for conversion tracking.
- Choose a relevant call to action (such as “Learn More”, “Sign Up”, etc.).
- Select whether to allow comments or not. Comments can bring you valuable feedback but you risk being flamed out if people don’t like your ad.
- Select the appropriate View Mode you want. ‘Card’ should be fine, but you can also choose the Classic or Conversation options.
#8 Review and launch
Before launching, review your ad to make sure everything looks good.
Check for any errors and ensure your message is clear.
Once you’re happy with it, launch your ad campaign.
Creating effective ad creatives and copy
Making ads that work on Reddit is all about blending in with the community. Here are some tips to help you create effective ad creatives and copy:
- Make it look natural: Avoid flashy designs and stick to simple, clean visuals. This helps your ad feel like part of the Reddit experience.
- Use a clear headline: Your headline should grab attention and be easy to understand. Be direct and avoid too much jargon.
- Keep the copy short and to the point: Reddit users appreciate brevity. Avoid long paragraphs and stick to short sentences.
- Include a call to action: Whether it’s visiting your website, downloading an app, or signing up for a newsletter, make your call to action clear, simple, and relevant to the ad itself. Think of the product you’re selling – if you’re advertising houses, “Shop Now” is a poor CTA (“Learn More” would be better). If you’re selling t-shirts, “Shop Now” is appropriate as t-shirts are low-ticket impulse purchases. This is sometimes referred to as the “CTA temperature.”
- Engage with visuals: Use images or videos that are relevant and interesting. Make sure they are high quality and fit the tone of the subreddit you are targeting. Visuals can help draw users’ attention and make your ad more appealing.
- Test different versions: Create multiple versions of your ad to see which one performs best. Test different headlines, images, and copy to find out what resonates most with your audience.
Doing all this helps you build a positive reputation and makes your ads more effective.
Challenges and limitations of Reddit advertising
As you may have gathered from this guide, advertising on Reddit can be tricky. Here are some common issues and how to address them:
- Skeptical audience: Reddit users are often skeptical of ads. To overcome this, ensure your ads are honest and add value to the conversation.
- Negative feedback: Be prepared for critical comments. Respond respectfully and use the feedback to improve your future campaigns.
- Complex targeting: Reddit’s community-based targeting can be tricky. Spend time researching subreddits and understanding their culture to target your ads effectively.
- Lower direct conversions: While Reddit is great for brand awareness, direct conversions might be lower compared to other platforms. Focus on building a long-term relationship with users to drive conversions over time.
Final thoughts
Advertising on Reddit offers unique opportunities to connect with an engaged and passionate audience.
By understanding Reddit’s user base, creating natural and direct ads, and engaging actively with the community, brands can build awareness and trust.
Despite its challenges, with the right approach, Reddit can be a valuable platform for effective advertising.
If you’d like to chat about your Reddit advertising strategy with an expert, get in touch.