Reddit is a powerful platform for advertisers looking to reach engaged, niche audiences. It offers unique opportunities for brands to connect with consumers in authentic and meaningful ways.
This article explores the various ad formats available on Reddit, from basic promoted posts to high-impact takeovers. We’ll cover:
Why Reddit is a valuable platform for advertisers.
The different ad formats available.
Best practices for each format.
How to navigate Reddit’s brand safety options.
Why advertise on Reddit?
Up to 85% of Reddit users, or Redditors, agree that people post things that are honest and truthful.
Because of this, the platform has become a space where candid product and solution recommendations can be found for nearly anything you can think of.
From a marketing perspective, Reddit boasts over 70 million active users and more than 100,000 communities.
Given that its user base is smaller compared to a giant like Meta, which has over 2 billion daily active users, you might wonder why Reddit makes sense.
Reddit’s strength lies in its unique, high-value audience.
The platform skews toward higher earners and younger demographics.
Many Redditors are not found on other platforms, making Reddit a gold mine of opportunity for marketers:
30% of Redditors are not on Facebook.
45% of Redditors are not on Instagram.
58% of Redditors are not on TikTok.
59% of Redditors are not on X.
63% of Redditors are not on Pinterest.
68% of Redditors are not on LinkedIn.
74% of Redditors are not on Snapchat.
81% of Redditors are not on Twitch.
Given this information, it’s important to understand the formats available today and when they make sense.
1. Promoted posts
These are Reddit’s primary ad formats for beginners.
Think of them like a promoted in-feed post on Meta or a Sponsored Content ad on LinkedIn.
You can create these ads using text and a URL, with optional elements such as:
Images.
Image carousel.
Video.
Calls to action (CTAs) are also optional.
These ads incorporate Reddit’s traditional elements, like upvotes and downvotes, which helps them blend in as native posts on the platform.
If you’re already advertising on other platforms, you’ll be pleased to know that Reddit allows you to use the same resolutions (1080 x 1080 square, 1080 x 1350 portrait, 1440 x 1080 landscape or 1920 x 1080 landscape) as other major platforms. This compatibility makes launching and testing on Reddit easier.
For promoted posts featuring videos, you have several aspect ratio options (1:1 square, 4:5 portrait, 4:3 landscape or 16:9), and the recommended video length is between 5 and 30 seconds.
2. Free-form ads
Free-form ads, also known as “Megathread” ads (introduced in early 2024), are one of my favorite ad formats on the platform.
Though technically a type of promoted post, free-form ads function more like a blog post, offering flexibility for creative, long-form content.
These ads support multiple images, GIFs and videos, as well as headlines and dividers, making them highly engaging and versatile for brands.
You can write up to 40,000 characters. However, only 3-6 lines of body copy are visible in feeds, so it’s important to make those lines impactful.
Dig deeper: 5 must-know Reddit Ads tactics for B2B marketers
3. Takeovers
There are multiple types of takeovers available on Reddit, allowing you to choose between niche solutions or targeting all Redditors as part of their demographic.
As of today, you can opt for the following takeovers:
Front page takeover
This package includes advertising on Reddit’s most frequented pages – the home and popular pages – for a total of 24 hours. It includes:
A promoted post that will be the first in-feed ad placement, making it the first brand Redditors encounter as they scroll through their feeds.
A top banner displayed at the top of the front page.
A sticky banner that remains fixed at the top of the page, even as users scroll.
You can use text, image, video or carousel ads, offering significant flexibility. It’s important to note that this takeover targets everyone who visits the front page, making it a high-impact unit.
Reddit takeover
This comprehensive package provides maximum visibility for a full 24-hour period across Reddit’s home, popular or search pages. It includes:
Everything from the front page takeover, plus trending units on the “Popular” and “Trending” pages.
Your ad will be present when Redditors are actively searching and exploring the latest or most popular content.
Like the front page takeover, you can use text, image, video or carousel ads. Some light targeting options are available, such as location targeting, customer audiences/lists, keyword targeting or contextual targeting.
Category takeover
This 24-hour package is different as it places your ads across various subreddits in users’ feeds, banners and conversations. It includes:
Everything from the front page takeover, plus a conversation placement that allows you to insert an ad within community discussions.
This ad unit allows you to promote text, images or videos, but carousel ads are not permitted. Category Takeovers are particularly appealing because they let you pick a category that aligns with your brand.
To activate any of the available takeover options, you need to work with a Reddit representative.
4. First view
First view ads on Reddit are a premium advertising opportunity, ensuring your brand is the first in-feed ad that users see.
These ads appear prominently on the home and popular pages and are included in any takeover ad packages. To activate this ad format, you’ll need to coordinate with a Reddit representative.
Ad inventory and brand safety on Reddit
Reddit offers different types of ad inventory, allowing you to control where your ads appear and ensure they align with your brand’s values.
Below are the available options and their impact on your campaign.
Expanded inventory: Ideal for those seeking maximum reach, your ad can be placed alongside content ranging from wholesome to mature.
Standard inventory: Recommended for those looking for a balance between reach and brand safety. Reddit describes this inventory as including content ranging from wholesome to moderate.
Limited inventory with Integral Ad Science (IAS): If you’re in a sensitive industry and require strict control over ad placement, this inventory is the best option. It can only be set up through a Reddit representative.
Using Reddit’s unique ad formats for brand success
Reddit’s distinct community-driven atmosphere and highly engaged user base allow brands to craft compelling storytelling, capture attention with eye-catching visuals and videos or place your brand front and center in high-visibility spots across the platform.
By understanding and utilizing these formats effectively, you can harness Reddit’s unique blend of authenticity and targeted engagement.
Whether you want to target specific subreddits, take over the front page or ensure your message is seen first, Reddit’s advertising solutions help you effectively connect with an engaged audience.
All examples were sourced from the Reddit for Business website.
Dig deeper: Reddit: Your new online reputation challenge
