Are you are interested in using Reddit to market your business, but don’t know where to start?
Reddit is one of the most popular sites in the world and presents a huge chance for marketers to connect with niche passionate communities.
In this post, you’ll learn everything you need to know about marketing on Reddit – from its user demographics to the best way to advertise on it.
Let’s dive in!
Reddit’s Massive User Base
Reddit is one of the largest community-driven sites on the internet, with 53 million daily active users and 500 million monthly users overall. Reddit is the 6th most visited website in the U.S. and 18th worldwide.
Reddit users are highly engaged, they spend on average 10+ minutes browsing subredddit threads and commenting in posts per day. In 2023 alone, Reddit users shared over 2.84 billion comments and interactions – that’s over 21 million per day!
This large audience is an ideal platform to market your brand. But there is more than visibility on Reddit, the site also provides targeting and engagement capabilities.
Targeting Specific Niches and Interests through Reddit’s Subreddits
One of the key differentiators for Reddit is its subreddit system. Subreddits are community spaces established by individuals to submit content about specific topics and interests.
There are more subreddits than you can count on every topic imaginable – from r/cooking to r/gaming to r/personal finance.
This makes targeted advertising on Reddit a breeze. Unlike Facebook or Instagram, where you can only target users with specific demographics, you can send your ads directly into specific subreddits so you know only people who are interested in your product, service, or niche will see your ads.
Here’s some examples:
A fitness apparel brand can advertise in r/fitness to get in front of gym-goers. A finance platform, for instance, could create a post in r/investing to attract the attention of potential investors and traders.
Reddit allows you to get into the most relevant nooks and crannies and find a niche that will respond to your brand. This can really generate traffic for your business.
AMAs (Ask Me Anything) Let You Connect Directly with Communities
Ask me anything (AMA) sessions are another thing that Reddit audiences love.
A brand, thought leader, or public figure will come and do a live Q&A in a subreddit. Reddit users can ask the host anything, with the host answering in real time.
Participating in an AMA presents a valuable opportunity to:
- Increase brand awareness – By directly interfacing with users in a transparent way.
- Gather consumer insights – Through the unfiltered, authentic questions received.
- Build trust and authority – By providing thoughtful answers and expertise.
- Promote products or services – While remaining sensitive to overt self-promotion.
And they have had a lot of popular AMAs from top brands like Amazon, Adidas, Dyson, and Many More.
AMAs are just one of many tactics brands large and small can employ to tap into Reddit communities.
Reddit’s Lean-In Content Style Engages Readers
Meaning if you have only posted text, try a meme, try a poll, do a video, etc.
Reddit users like informative, helpful content that provides value to the community.
Here are some best practices when creating content that Reddit would deem “worthy”:
- Questions – Headlines or calls-to-action that dare you to respond & initiate a discussion.
- The sharing of data and stats – The Reddit user enjoys hard data, numbers and research.
- Mention the trends – Pop culture references that are graphically relevant and timely tend to do well.
- Advice and how-tos – Instructional posts that solve problems go over well.
- Behind-the-scenes – Provide unique insights into your brand, products or services.
Adapting to the lean-in ethos of Reddit will ensure the maximum number of eyeballs come, and equally as important, that there is no backlash from the community. Consider Redditors your savvy friends, not faceless customers.
Reddit Ads Achieve High Recall with Users
It’s great to post organically, but spending a little of your marketing budget on Reddit ads can greatly improve your results.
Here are some great stats to show what Reddit can offer in the advertising landscape:
- When compared to Facebook and Instagram ads, the engagement on Reddit is typically better.
- Most of Redditors discover new products and brands through ads on Reddit.
- Adverts on Reddit have a better average click-through-rate (CTR) than standard display ads.
The community targeting is tightly defined, and the text-based format of the app allows ads to be integrated with threads.
Average CPC pricing is also reasonable at around $0.75, although some premium targeting and positions are higher. All in all, Reddit ads are effective and affordable.
Target Specific Demographics
When you start creating campaigns, it can be helpful to think about demographics and psychographics on Reddit. Although Reddit is now mainstreamed, its audience skews young.
Here’s a quick snapshot:
- Age: Roughly half of users are 18-29 in age. MACRO 30-49: 29% of public fall into this group.
- Gender: 69% of Reddit users are male. Remaining 30% are female.
- Location: 50% of desktop traffic comes from the United States. A lot of users from outside of the States too, Canada, UK, Australia and Germany being the top user bases outside the States.
- Interests: Gaming, jobs, sports, entertainment, news and Finder interests.
Brands that are aimed at millennials and Gen Z audiences clearly have an opportunity to shine on Reddit. But niches of every type have their communities which can span all demographics.
Wrap Up
Unsurprisingly, there are a lot of opportunities that go beyond simply marketing on Reddit – but it is absolutely a great opportunity.
When you generate value for the people, everything else will follow.
To recap the key points:
- Reddit has over 53 million daily actives and boasts incredibly high time-on-site.
- Subreddits offer laser-focused targeting down to very niche interests.
- Reddit ads have a significantly higher recall compared to other platforms.
If you really want to market there, start participating in relevant conversations, learn the community’s rules for engagement and run a few small ad experiments!
