{"id":15388,"date":"2022-09-13T12:49:29","date_gmt":"2022-09-13T12:49:29","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/reddit-advertising\/463106\/"},"modified":"2022-09-13T12:49:29","modified_gmt":"2022-09-13T12:49:29","slug":"getting-started-with-reddit-advertising-what-you-need-to-know-via-sejournal-closedloop","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=15388","title":{"rendered":"Getting Started With Reddit Advertising: What You Need To Know via @sejournal, @closedloop"},"content":{"rendered":"

In a social media landscape increasingly dominated by the world\u2019s Meta networks and TikTok, another channel is starting to get some much-deserved recognition: Reddit.<\/span><\/p>\n

Second to TikTok in terms of YoY growth in 2021<\/a>, Reddit is a very diverse and passionate channel filled with interests that run the gamut of just about every hobby, topic, interest, or lifestyle you could imagine.<\/p>\n

This makes it a particularly exciting channel for digital and social media advertisers looking to reach their target audiences.<\/p>\n

Reddit 101<\/b><\/h2>\n

For a much more in-depth primer on Reddit as a channel, I highly recommend Brent Csutoras\u2019 A Beginner\u2019s Guide to Reddit: How to Get Started & Be Successful<\/a>.<\/p>\n

But to understand the platform\u2019s advertising opportunities, we need to understand the basics.<\/p>\n

Reddit comprises a massive collection of communities called subreddits, all organized around a particular topic.<\/p>\n

An r\/<\/b> prefix denotes the names of these subreddits.<\/p>\n

Subreddits can vary wildly in terms of topic and scope, ranging from something as broad as r\/worldnews<\/a> (with over 27 million subscribers) to something as specific as r\/RealBeesFakeTopHats<\/a> dedicated to photoshopping fancy tophats on photos of bees.<\/p>\n

Depending on each community\u2019s rules, members can post pictures, videos, and text in these subreddits.<\/p>\n

Posts can then be liked (upvoted) or disliked (downvoted) to allow more popular content to gain more visibility.<\/p>\n

Reddit users create an account and then explore the wide variety of subreddits the site offers.<\/p>\n

A global \u201cfront page\u201d aggregates the most popular and trending content across various topics. This earns Reddit the very appropriate (and self-proclaimed) title of \u201cThe Front Page of the Internet.\u201d<\/p>\n

In essence, Reddit harkens back to the early days of the internet, before the explosion of social media, where message boards and online forums were the norms.<\/p>\n

Only Reddit is home to around 3 million different communities (subreddits), all under one roof.<\/p>\n

Why Advertise On Reddit<\/b><\/h2>\n

Reddit can offer social media advertisers advantages compared to some of the more established ad channels like Meta or Twitter.<\/p>\n

Niche Targeting<\/h3>\n

With over 3 million active subreddits spanning almost every niche interest known to humanity, Reddit can likely help you zero in on your target audience.<\/p>\n

Reddit claims it can provide anywhere from 25-70%<\/a> unduplicated reach, depending on the platform.<\/p>\n

If you\u2019re having trouble finding your audience on another platform, there\u2019s a good chance it\u2019s on Reddit.<\/p>\n

Highly-Engaged Audiences<\/h3>\n

What Reddit lacks in the number of users on its platform compared to Facebook or Instagram, it makes up for in user engagement.<\/p>\n

People who use Reddit regularly generally do so for almost 34 minutes daily.<\/p>\n

Reddit\u2019s user base also trends toward the younger 18-35 demographic, and its users are highly active in specific segments like Gaming, Fashion, and Entertainment.<\/p>\n

Lower Costs<\/h3>\n

Less competition on the Reddit ad platform means you can expect CPMs (cost per thousand) and CPCs (cost per click) that are considerably lower than your main social advertising networks.<\/p>\n

While costs will vary based on location, target, and objective, we\u2019ve seen CPMs less than one-third the cost of Facebook and CPCs less than one-fourth.<\/p>\n

Getting Started On Reddit Advertising<\/b><\/h2>\n

Little is needed to get a Reddit advertising account up and running. All you need is an email address and a credit card.<\/p>\n

You\u2019ll need to start by creating an account if you don\u2019t already have one.<\/p>\n

This is easy and requires an email address or an existing Apple or Google account. Note that all Reddit advertisers need a profile, so if you\u2019re creating one for a company or brand, remember that as you select a username.<\/p>\n

Once you\u2019re finished creating your Reddit account, go to ads.reddit.com and add a payment method to your ad account. With an active payment method, you can begin advertising.<\/p>\n

Reddit Advertising Objectives & Campaign Structure<\/h3>\n
\"campaign-objectives-on-reddit\"Image by author, September 2022<\/em><\/span>\"campaign-objectives-on-reddit\"<\/div>\n

As you\u2019ll notice, most campaign objectives have a bidding type of cost-per-action instead of CPM.<\/p>\n

This will require a little more testing and bid strategy than other platforms with automatic bidding algorithms that are result-based.<\/p>\n

But in the end, you should be able to find a sweet spot that gives you the volume and price you want.<\/p>\n

Reddit\u2019s campaign structure is very similar to most social media platforms:<\/p>\n