Reddit is a fertile platform for advertising and marketing (as of October 2014, this may change!). Companies are seeing low-cost opportunities to spread their brand to the millions of people who log onto reddit each day. Reddit is a new platform, therefore many advertisers are making mistakes with their campaigns (including us). In this article we share our list of do’s and don’ts of reddit advertising and we analyze an ad campaign placed by Fave100.
Do’s (tips for creating a great reddit ad)
- Respond to comments and address feedback honestly.
- Engage the reddit community. Reddit users are very savy and averse to traditional “call-to-action” advertising. You can ask for feedback, crowdsource responses to a question, or hold a special contest for reddit only.
- Create custom content for reddit. Do a special video or blog post that speaks directly to redditors.
- Create a discount code for reddit only and target it for the specific reddit community (e.g. “rFood33” could be a 33% off discount for the r/Food community).
- Target your campaign to specific subreddits before advertising to broader interest audience groups or the front page (learn more about interest audience groups here).
Don’ts (what not to do when creating a reddit ad)
- Don’t expect to generate a high sales conversions. Redditors are not the click-and-buy type of audience. If they like what you are doing, they will do research about what you are offering before buying. If your offer is good, they will buy and influence others.
- Don’t treat reddit like every other platform. Make your ad and landing page unique to reddit.
- Don’t ignore comments and feedback from redditors. This is your chance to engage consumers one-on-one. Don’t pass it up.
- Don’t advertise on the front page unless you want to advertise to the masses. Target specific subreddits and cater your ads to each subreddit individually.
For more do’s and don’ts on reddit advertising, read reddit’s official Brandiquette guide.
reddit Ad Case Study – Fave100.com
Fave100 is a cool crowdsourcing web app that let’s anyone login and contribute to 100-song playlists. All of the songs are sourced from YouTube so it’s entirely free to use and listen. We love the app and wanted to share a few comments on their recent ad in /r/Music.
What we liked about Fave100’s ad
- It was targeted to the a subreddit (r/Music) and not a general multi-reddit or the front page.
- They asked redditors to participate and use their product. Fave100 requires contribution from users so this worked out perfectly.
- The ad challenged redditors to do something big.
What we think they could have done better
- Create a custom reddit playlist and directed ad-clicks to this playlist.
- They could have used a text ad to explain how the ad works, ask for feedback, and direct redditors to contribute to the list.
- We’d like to see them try creating targeted ads to music genre subreddits (ie. r/HipHopHeads or r/ElectronicMusic). Custom playlists could be set up for each of these.
We are happy and excited to see Fave100 using the reddit ad platform. A more targeted campaign that allows redditors to create something of their own (custom reddit playlists) may have attracted more engagement.
If you follow the Do’s and Don’ts of reddit advertising listed above, you can create effective campaigns that engage redditors and grow your brand presence.