How to Make the Most of Your Reddit Ads

Highlights:

• Reddit ads naturally fit into conversations, which makes them feel more genuine and authentic
• Flexible ad formats allow you to combine text, images, or video to create ads that fit your message
• Reddit’s bidding system makes it budget-friendly for businesses of any size
• You can use memes, humor, or straightforward info to connect with Reddit’s users

As of 2024, Reddit has 73.1 million daily active users and over 7,5 billion monthly visits from desktop and mobile devices. The number has increased significantly in the recent past, as people rush to the social platform to look for product recommendations, start genuine conversations, and look for solutions.

Unlike other social media platforms where ads can feel intrusive, Reddit’s communities, also known as subreddits, help brands engage users in meaningful conversations. This transparency fosters higher brand trust, as users are likelier to interact with ads that resonate with their favorite subreddits.

As Reddit is becoming a go-to platform for advertisers looking to build credibility and connect with an active audience, let’s explore the potential of Reddit ads.

What are Reddit ads?

Reddit ads are a form of paid advertising that appears natively within Reddit’s content and blends with user-generated content across the platform.

These ads can be displayed in various formats, such as sponsored posts within specific subreddits, promoted posts on the homepage, or video ads that autoplay within user feeds.

For example, this is the sponsored post by ClickUp:

Reddit ads help brands and marketers engage with communities in an authentic way by targeting users based on their interests, behaviors, and communities they visit often.

The features of Reddit ads

Reddit ads help marketers drive results in a community-centered environment using advanced targeting options, robust tracking tools like Reddit Pixel, and transparent brand safety controls:

Reddit Pixel

Reddit Pixel is a powerful tracking tool that helps marketers track ads efficiency. You can measure conversions, monitor user activity after engaging with an ad, and optimize campaigns for better performance. Better yet, Reddit Pixel can help adjust targeting strategies by analyzing what actions users take after they’ve landed on your site.

Brand safety options

Reddit takes brand safety seriously, giving advertisers control over where their ads are shown. Using the category exclusion feature, advertisers can set up their content to show in subreddits aligned with their brand’s values and avoid sensitive or inappropriate discussions.

With its help, brands can maintain a safe, positive reputation while reaching relevant audiences.

Performance dashboard

The performance dashboard gives advertisers a clear overview of campaign performance in real-time. It shows impressions, clicks, conversion rates, and cost-per-click (CPC), which helps advertisers make data-driven tweaks to optimize their campaigns.

Targeting options

On Reddit, advertisers can target specific subreddits, interest categories, locations, device types, and even user behaviors. This level of customization ensures ads are placed in front of the right audience, increasing relevance and driving more meaningful engagement. In addition, Reddit offers lookalike audience targeting, allowing brands to expand their reach to users similar to their existing customer base.

Reddit ads cost

One of the benefits of Reddit ads is their flexibility and budget-friendly options for businesses of all sizes. With a low barrier to entry and an auction-based system, brands can reach targeted audiences on Reddit with significant cost control.

Reddit ads require a minimum daily spend of just $5, making it accessible for advertisers who want to start small or test their ad campaigns before scaling.

On top of that, Reddit’s auction-based system has a minimum bid of $0.20 CPM (Cost Per Thousand Impressions), so advertisers can bid competitively while keeping costs manageable.

This bidding system ensures that ads are prioritized based on bid amount and ad relevance, helping advertisers reach the right audience at a reasonable cost.

Reddit ad pricing models

Reddit’s cost structures allow brands to adjust strategies and maximize ad spend efficiency. By choosing the right Reddit ad pricing model, marketers can control costs more efficiently and align their budgets with campaign goals.

Reddit offers three pricing models that cater to different campaign objectives:

CPM (Cost Per Thousand Impressions): Ideal for brand awareness campaigns, CPM charges based on the number of impressions (1,000 views of the ad). Reddit recommends using a maximum CPM bid for awareness-focused campaigns to increase reach and visibility. CPM campaigns are typically effective when the goal is to create high visibility among Reddit’s active communities.

CPC (Cost Per Click): For advertisers focused on website visits, sign-ups, or other actions, CPC provides better control over spend by charging only when a user clicks on the ad. Reddit suggests using CPC for consideration campaigns, as it allows advertisers to allocate budgets more efficiently, ensuring they only pay for user interactions that drive traffic and engagement.

CPV (Cost Per View): CPV is used for video ads, charging advertisers when a user views the ad. This model can benefit the brands that want to focus on video engagement and track user interaction with video content. CPV allows for cost-effective budgeting for video content, targeting users interested in multimedia experiences on Reddit.

Reddit ad formats and ad specs

Reddit offers different ad formats that allow brands to reach targeted audiences with varying degrees of engagement. Each ad type serves specific goals—from promoting brand awareness to driving conversions.

Let’s take a look at the main types of Reddit ads, including ad specs and examples for each:

1. Promoted posts

Promoted posts are sponsored content designed to mimic regular Reddit posts and blend seamlessly into users’ feeds.

This design keeps them from feeling disruptive, allowing brands to create genuine connections with audiences. Promoted posts can include text, images, videos, or a combination of these formats.

Ad specs:
Character limit: Title up to 300 characters
Image size: Recommended 1200 x 628 pixels
Video duration: Up to 15 seconds
Supported formats: JPG, PNG; MP4, MOV

2. Conversation ads

Conversation ads are placed right above the comment sections in threads, allowing brands to actively participate in ongoing discussions or start new conversations.

Reddit advises advertisers to use both conversation placements and promoted posts in the same campaign. This way, brands can reach more users naturally by showing up in comment threads.

Ad specs:
Character limit: Title up to 300 characters; Description up to 180 characters
Image size: Recommended 1200 x 628 pixels (optional for enhanced engagement)
Supported formats: JPG, PNG

Source: Reddit

3. Image ads

Image ads allow brands to capture attention with a static image and short text, making them effective for concise, visually compelling messaging. These ads appear in users’ feeds and are especially useful for brand awareness campaigns.

Ad specs:
Character limit: Title up to 300 characters
Image size: Recommended 1200 x 628 pixels
Supported formats: JPG, PNG

4. Video ads

Video ads autoplay within users’ feeds and are optimized for silent viewing but with sound available on click. Video ads can drive high engagement through movement and visual storytelling to capture attention.

Ad specs:
Aspect ratios: 1:1 (square), 16:9 (landscape), 9:16 (vertical)
Video duration: Up to 15 seconds recommended, maximum 5 minutes
File size: Up to 1 GB
Supported formats: MP4, MOV

5. Carousel ads

Carousel Ads enable advertisers to display multiple images or videos within a single ad unit that users can swipe through. This format is ideal for storytelling, product collections, or showing various features.

Ad specs:
Number of slides: Up to 6 images or videos
Image size: 1200 x 628 pixels recommended
Video duration per slide: Up to 15 seconds recommended
Supported formats: JPG, PNG, MP4, MOV

Source: Reddit

6. Product ads

Product ads are a newer format that enables brands to showcase their product catalog directly within the ad, including images, descriptions, and prices. This ad type is perfect for brands looking to drive purchases. According to Reddit, 27% of users are more likely to buy a product they see in a Reddit ad than on other social media platforms.

Ad specs:
Image size: Recommended 1200 x 628 pixels
Product details: Title up to 65 characters; price, product name, and description
Supported formats: JPG, PNG

Source: Reddit

7. Text ads

Text ads consist of text only and are integrated directly into comment threads. This simple format is less visually intense but effective for brands looking to engage users in a straightforward, discussion-focused way.

Ad specs:
Character limit: Title up to 300 characters; Body text up to 40,000 characters
Supported formats: Text only

8. Free-form ads

Using Reddit’s Free-form ads you can create custom, highly engaging ads that blend seamlessly with the platform’s organic content. These ads combine text, images, and videos in a creative way that resonates with Reddit’s unique audience, making them feel more integrated and less disruptive.

Ad specs:
Title: Up to 300 characters
Text body: Up to 40,000 characters
Image dimensions: 1200 x 628 pixels (recommended for optimal display)
Video length: Max 5 minutes
File size: Max 1GB for videos, 10MB for images
Format: JPEG, PNG for images; MP4, MOV for videos

Reddit ads examples

1. Škoda

In 2024, Škoda launched their fourth-generation Octavia with a campaign called ‘You Said It,’ letting Reddit users take the lead. The campaign highlighted positive quotes from the r/CarTalkUK subreddit about the previous model and engaged users by offering test drives and letting them vote on features for a special ‘Reddit edition’ of the car.

Key takeaways:

• Škoda targeted relevant communities with interactive ads
• They built on existing community discussions
• The community had a direct say in the product design

2. Reddit Pro for Business

The Reddit Pro ad campaign targets marketers and business owners looking to grow their business using affordable and effective advertising. The campaign uses relatable language to resonate with Reddit’s community, presenting Reddit Pro as a tool that will help businesses achieve growth.

Key takeaways:

• The casual tone fits Reddit’s culture perfectly
• Vibrant colors catch the attention of potential audience
• Highlighting Reddit Pro as a brand-new toolkit for business owners

3. Taco Bell

Taco Bell’s ad campaign targets fast food lovers and Taco Bell fans looking for quick, tasty meals. The ad features a catchy, repetitive description of the main ingredients and a high-quality image highlighting the food’s appeal.

Key takeaways:

• The repeated copy makes the ad memorable
• A mouth-watering image enhances the ad’s impact
• Highlighting it as a limited-time offer encourages immediate action

Are Reddit ads worth it?

Brands using Reddit Ads have seen mixed results based on how well they align with the platform’s unique community culture.

Reddit ads that were a success

Adobe succeeded by teaming up with Reddit’s KarmaLab to create ad content that resonated with Reddit’s sense of humor and in-jokes. The ad campaign increased conversions by 3X, click-through rates (CTR) by 110%, and cut costs per click (CPC) by 14% compared to other channels.

When Audi needed to showcase performance in a new, memorable way that resonated with younger drivers they used Reddit’s AMA format to launch their inspiring “Think Faster”, the world’s fastest AMA live broadcast held at 130 mph.

During each 30-minute episode of the AMA, celebrities like Elizabeth Banks, Adam Scott, Olivia Munn, and Issa Rae answered Reddit user questions from the passenger seat of an Audi, blending excitement and humor as they reacted to the high-speed experience.

The “Think Faster” campaign generated buzz across social media and in major media outlets. Reddit co-founder Alexis Ohanian expressed his excitement on Twitter, and USA Today highlighted Banks’ hilarious reactions and her attempts to answer questions while speeding around the track.

How to write a good Reddit ad?

Crafting a compelling Reddit ad goes beyond just a catchy headline. To be a success, your Reddit ads should resonate with users and add genuine value. Here are the key elements to consider when crafting your Reddit ads:

1. Highlight your offer with clear copy

Your Reddit ad needs a clear, concise copy that directly communicates the value of your offer. Reddit users are typically quick to dismiss content that feels like spam, so keep your message straightforward and avoid fluff.

Focus on the primary benefit or solution your product or service provides, making it immediately evident why users should be interested.

Best practices:

• Start with a hook that captures attention
• Be concise, ideally within a few sentences
• Focus on the value proposition or the unique benefit
• Use language that matches the tone of your target subreddit to keep it relevant and authentic

Source: u/BreatheRight

This Reddit ad for Breathe Right is definitely a show-stopper. The ad’s tagline is provocative and concise, which makes you interested to learn more about the goods marketed by the ad.

2. Choose catchy yet relevant visuals

Reddit ads that blend naturally into the feed are less likely to be dismissed as disruptive.

Use images that complement the message of your ad while being visually engaging. The image should be relevant and professional, whether it’s a product photo, infographic, or attention-grabbing graphic.

Best practices:

• Choose images that align with your ad’s offer and audience interests
• Refrain from using stock images that feel impersonal—aim for authenticity
• Make sure the image is high-resolution and eye-catching without being overly flashy

Source: u/Ascend-io

The Reddit ad for Ascend.io, a data automation platform, looks extremely simple, with just one sentence as an ad. The key here is a catchy image of a cat’s face that makes you stop and look closely at what’s written above.

3. Write an actionable Call-to-Action (CTA)

A Reddit ad should always guide users to take the next step with a clear call-to-action (CTA). Whether it’s “Learn More,” “Get Started,” or “Sign Up Today,” the CTA should align with your campaign’s goals and prompt users to engage. Place the CTA prominently, and ensure it matches the tone of the ad—straightforward and actionable.

Best practices:

• Use actionable language that tells users exactly what to expect
• Keep it brief but specific (e.g., “Sign up for free,” “See how it works”)
• Make sure the CTA aligns with the ad content, ensuring a seamless transition

Source: u/poxiepage

In this Reddit ad, an indie developer promotes the alpha of a website builder they developed. The CTA here is clearly visible, short and specific.

4. Connect ads to relevant and personalized landing pages

A well-crafted ad is only part of the equation, the landing page that comes after the Reddit ad is equally important.

Make sure there’s a message match between your ad’s content and the landing page it leads to. Your landing page should be easy to navigate and tailored to your target audience.

Personalized landing pages increase the chances of converting users by maintaining a consistent message and guiding them toward the desired action.

Best practices:

• Match the content and offer in the ad with the landing page
• Use clear, concise messaging that mirrors the ad’s tone and value proposition
• Minimize distractions on the landing page to keep users focused on the CTA
• Personalize the page based on your audience’s preferences or demographic insights

The Reddit ad for ATERA, an AI-powered IT management platform, has clear copy and uses vibrant visual elements to catch attention.

Star ratings shown in the ad’s visuals allude to high user ratings compared to its competitors. The ad has a straightforward CTA offering to start a free 30-day trial. Finally, there’s a clear message match between the ad and the landing page it leads to, so they’re perfectly aligned.

Make the most of your Reddit ads

The key to mastering Reddit ads is understanding the community and creating authentic and engaging ads. Whether you use humor, memes, or a more direct approach, Reddit ads can be highly effective.

A crucial part of a successful Reddit ad campaign is ensuring that the ad and landing page maintain a message match. When users click through an ad they should find a landing page that has the same message and offer as the ad and the page elements need to be tailored to their interests and needs.

Instapage makes it easy for you to build personalized landing pages for each audience segment, ensuring consistency from ad click to conversion. Sign up for Instapage 14-day free trial to create highly personalized landing pages and take your Reddit ad campaigns to the next level.