What Impact & How to Start?

When we want to set up an advertising campaign on social networks, we obviously think first of Twitter Ads, Facebook Ads, Instagram Ads or LinkedIn Ads. In France, Reddit is not the first platform that comes to mind. Nevertheless, this particular social network can represent a relevant alternative thanks to its own advantages. What are the benefits of Reddit Ads? How effective is a Reddit Ads campaign? How to launch an advertising campaign on Reddit? Let’s see everything there is to know about Reddit’s advertising network.

Reminder: What is Reddit?

You may have heard of Reddit during the “Pixel War”, through which many Internet users participated on the Reddit r/place page, along with Twitch streamers. Casually, this event made it possible to give significant visibility to this somewhat “underground” network in France.

If there’s one lesson to be learned from the pixel wars over Reddit, it’scommunity aspect. This is what this special platform is based on. To sum up, Reddit is a site on which we find different types of forums, on all topics. In the United States, Reddit has really become popular and a good part of the population does not hesitate to use it.

The operation of Reddit is quite simple. We find ” subreddits“, in which users can create posts and interact with each other. Each message can be upvoted or downvotedwhich is quite rare on popular social networks.

Reddit Logo

To give you an idea of ​​the influence that Reddit can have, it is, on a global scale,a social network as widely used as Twitter or Pinterest. Indeed, according to a study by Hootsuite and We Are Social, Reddit had 430 million active users in October 2021, compared to 436 for Twitter and 454 for Pinterest for example. Even if Reddit is not yet “mainstream” in France, we can imagine that the network will develop in the years to come, especially when we see events like the Pixel War.

Currently, the Reddit website represents 12.8 million monthly visitors in France (February 2022), for 2.8 pages visited on average and 17 minutes average time (source: Semrush). These numbers make it the 77th most visited site in Francebetween AliExpress and CAF.

What are the benefits of Reddit Ads?

Like all advertising platforms found on social networks, Reddit Ads has its own particularities, which give it particular advantages. Let’s see what it’s all about.

The community

We mentioned it a little earlier, but the community is really the main value of Reddit. The majority of the subreddits that we will find are generated by users for users. This causes a very strong commitment and a freer and simpler way to speak than on Twitter for example.

Internet users can go to Reddit for the purpose of ask for information about a product, a service, a brand more easily than on other networks. In any case, it proves that there is an opportunity with advertising for your brand and people to convince.


Another point, which stems directly from the very community aspect: the trust that reigns on this network. People who come and interact on Reddit don’t come to gain likes, or become influencers. The climate is much more positive and caring than most other social networks. The main purpose is to help others.

This observation also applies to brands. According to a study by Reddit, 46% of users trust brands that advertise on Reddit more than on other networks.

The format

The ad format of Reddit Ads is also excellent and user-friendly. Indeed, advertisements are designed to do not disturb internet users and be as native as possible. All you have to do is browse Reddit for a few seconds to realize that, indeed, the ads appear as real subreddits.

The context

Also, as if the pleasing format wasn’t enough, these ads are shown based on user subscriptions. Reddit takes into account that users read, follow and like before showing them certain advertisements. This therefore makes it possible to provide much more relevant ads.

Some numbers that show the power of Reddit Ads campaigns

Here are some numbers from a Reddit infographic that show how great an opportunity Reddit Ads can be for your business, compared to other social networks (Facebook, Instagram, Twitter, Pinterest, Snapchat and Tik Tok):

  • 22% more users than on other networks use the intentional content search (rather than passive scrolling).
  • Compared to other networks, Reddit ads are 47% more relevant to the context in which they appear.
  • Regarding the average basket of people exposed to Reddit Ads, it is 2.5 times higher than on other networks.
  • After purchase, 56% more customers spoke positively about the brand online, compared to other social networks.

If you want more numbers, check out the full infographic.

How to set up a Reddit Ads campaign?

Now that you know all the advantages and the immense potential of Reddit ads, let’s see how to get started.

1 – Create a Reddit account

It’s not the most complicated or unexpected step, but obviously you have to create an account if you want to start posting ads on Reddit. Regardless of the account you use to manage your advertising, you will then have to go to this link to sign up for Reddit Ads.

You will be asked for all the basic information, such as the name of the company, a professional email address, the field of activity, the country, and also a checkbox to know if you represent an advertising agency.

Reddit Ads Signup Form
Reddit Ads Signup Form

2 – Choose the right type of ad

Your Reddit Ads account is now active, you can take action.

When you create an ad, you can choose from the following campaign objectives:

  • Brand awareness and reach : Select this objective if you intend to increase awareness of your brand or product. Payment by CPM (cost per thousand impressions).
  • Traffic : This goal is great if you want to drive traffic to a specific page on your website, like the home page, a blog post, or another landing page. CPC payment (cost per click).
  • Conversions : If your objective is to generate interesting actions on your website, choose this objective. You may be looking to drive email signups or sales. CPC payment.
  • Video views : To get more views on your video, you can run an ad that highlights it. Payment at the CPV (cost per view).
  • App installs : If you are trying to increase the number of installs of your mobile application, choose this option. CPC payment.

The know your goal will play a role in the type of ad you choose to create. Reddit offers users the ability to run text, video, link, and gallery/carousel type ads. One of these options may be better suited to your goals than the others. For brand awareness and reach, any type of ad is suitable. If you want to drive traffic or conversions, opt for a video, image or carousel.

Example of Reddit Ads
Example of Reddit Ads

Once you have made your choice, you must enter all the necessary information for the campaign. These include visuals, as part of an image or video, text elements, campaign destination link, payment method, and ad trackers.

3 – Create your Reddit Ads campaign

Now that you’ve thought about everything beforehand, all you have to do is create the campaign. To launch a campaign creation, you must first log in to Reddit Ads, go to the dashboard and then click on “Create a campaign” at the top left of the screen.

Then, nothing very original, we ask you to give a name (private) to this campaign as well as the objective of this one.

4 – Set up your campaign

As with many advertising agencies, you will then be able to create different ad groups within your campaign. This allows you to diversify the ads and vary the segments of your target that you are targeting.

Each of the ad groups must have:

  • A name (only visible in your dashboard)
  • L’target audienceto be defined according to interests, communities, places, devices, etc…
  • Placement : place where the ad will appear (Feed, conversations, etc.)
  • Budget : You can choose how you will spend your budget (daily or over the duration of the campaign)
  • Planning : period during which your campaign will be active

Once the ad group is created, you can move on to ad creation. First, you will have to choose the type of ad. Then, you will have to enter everything that Reddit Ads asks you about it. You can preview your ad to see what it will look like to users.

When you have finished and validated your ads, you will have to submit them to Reddit. Their validation can take up to 48 hours, or even more, not counting the weekends during which the Reddit team is (logically) not working.

Now you know everything you need to know about Reddit Ads. This network, still little exploited in France, represents a strong potential for your brand thanks to a unique, efficient advertising management centered on the needs of users. If you know of other advertising platforms that are still poorly rated in France, but which represent interesting potential, do not hesitate to share them in the comment space below, or on our social networks.

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