How Reddit advertising is different
Sara Sargent
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Reddit 101: Getting to Know The Platform

Social media has made a curious landscape of the whole Internet. On the Big Four, it’s common to see influencers and the average Joe alike capitalizing on the supposed intimacy and beauty of private/public photos, thoughts and inspiration.

Reddit is not like these platforms.

Reddit brings together the forums of the old Internet with the opinions, memes and versatility of the new. While you can just as readily find stunning photos on Reddit, you’ll also find the TIFU subreddit, which is designed specifically to let people talk about different ways they’ve messed up their days.

In such a varied landscape, how can you possibly advertise a product or service? The process takes some forethought and a willingness to revise. After a bit of time, you’ll be able to navigate Reddit’s subreddits as easily as your Twitter feed.

Want to Get Started with Reddit?

As is the case with any advertising campaign, you need to first familiarize yourself with the audience you want to reach. Reddit’s divided forums make this process surprisingly easy.

The platform operates via subreddits. These individual subreddits serve as hyper-specific forums in which the applicable individual can post. 

For example—if you want to advertise online SEO services through Reddit, you’d want to start perusing the marketing or advertising subreddits. Here, you’ll find career content creators gather to talk shop, making a few memes about the industry and more.

By identifying several targetable subreddits, you’re preparing yourself for a more concentrated advertising campaign. The last thing you want to do is try to target the whole of Reddit. If you do, you’ll be walking into one of the Internet’s most poignant minefields.

Engagement Before Consumerism

With a list of your accessible subreddits in hand, you can begin engaging with consistent posters. However, do not immediately start posting ads or content that would direct people back to your business. Instead, spend your first several weeks on Reddit cultivating a public perception. You want other users to trust you and relate to you, and that takes time.

Use Reddit’s upvote and comments system to start engaging with your local discourse. You need to genuinely take advantage of the platform just as you would any other social media outlet. If you don’t, your later advertisements will come off as disingenuous.

Once you’ve garnered a fair following, you’ll want to show your audience what you have to offer by the way of free content. While you’ll have to budget to do so, you’ll be able to generate more consumer interest by sharing valuable work.

Reddit-Sponsored Advertising

Alternatively, you can turn to Reddit’s paid advertising.

At this point, Reddit requires daily minimum ad spending of at least $5, taking cost-per-click into account. You’ll be working with a second price auction system when trying to claim ad space, but participating in high-stakes bids will put you ahead of your competition. 

If you manage to earn a spot, your content will be marked with a bright blue “Promoted,” and you’ll reach audiences both within your chosen subreddits and those that Reddit’s algorithm determines to be similar.

Reddit is a complicated platform to advertise on, but it’s not impossible. Take your time and get to know the landscape. Once you’re ready, you’ll be able to connect with your audience in more direct and compelling ways.

Image attribution: dzianominator – stock.adobe.com

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