reddit Advertising: How Not to Get it Wrong and Hurt Your Brand
By Shea Jennings, Communications Specialist
We know our patients are using reddit. We track it as a
source of online appointment requests. We monitor it on a daily basis. So when one
of my colleagues asked a logical question – why not advertise there? – the
wheels started turning in my head.
Advertising on reddit is straightforward: you’re purchasing a
top post on a particular topic-specific community (aka subreddit). You can bid
per click (CPC), per 1,000 impressions (CPM), or per video view (CPV).
advertising on reddit isn’t so easy. The platform’s offbeat culture, plain
interface, and propensity for self-policing scare most marketers away. Get it
wrong, and you can hurt your brand.
Traffic potential is huge: reddit reports 8
billion pageviews from 234 million unique monthly visitors.
Audiences are pre-segmented into subreddits, and
by clicking on a particular subreddit, they’ve actively expressed interest in
Influencers flock here. It’s the self-declared
“front page of the internet,” after all.
They want your business. reddit has expanded
advertising options, including
cost per click ads, significantly in the last couple of years. Performance
tracking is easier than ever, and minimum ad spend is only $5.
redditors tend to spurn marketers.
Community-generated content is king—and generally outperforms paid posts in
Your audience can be elusive. Subreddits vary
widely in size and have no naming conventions. (You won’t find any “is Brady
the GOAT?” debates on r/Superbowl,
but you will encounter some dazzling
pictures of owls.) Also, reddit only permits advertising on the top 5000 most
trafficked subreddits, so targeting is limited.
With that in mind, here are some tips for effective
advertising on reddit.
Create a corporate handle to run ads, rather than using a personal account.
Focus on content marketing, and write the ad like a reddit post.
Find the sweet spot for your audience. Instead of targeting large communities like r/science or even the front page of reddit, it’s more effective—and likely cheaper—to run ads on smaller, more specific subreddits (e.g. r/epilepsy for a neurology campaign). Tools like redditlist can help.
Run short campaigns. Content goes stale quickly on reddit, and you can’t edit a campaign while it’s running.
As always: monitor comments, keep an eye on metrics, and refine ad strategy as you go.
Has your organization dipped its toes into reddit
advertising? Share your thoughts in the comments.
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