With the ever-increasing demand for authenticity on social media, more users are bypassing overly polished brand advertisements and turning toward recommendations from real people. Enter Reddit—the old-school internet forum where users can ask questions, start conversations, and receive genuine answers from other users.

Not only is Reddit booming as a social platform, it has also completely taken over Google search engine results, making it an ideal target for brands and marketers hoping to get their products at the top of search results. For social media marketers, Reddit represents an untapped goldmine of authentic engagement and high-intent traffic.

Not Your Average Social Platform

Unlike other social platforms that favor eye-catching video and photo content, Reddit is text-based and conversation-driven. This format gives way more room for the “average Joe” user to rule the platform, unlike the brands and influencers that dominate our TikTok and Instagram feeds.

However, this user-first format also makes it challenging for brands to jump in and deliver their typical social ad content without alienating users. The Reddit community is notoriously skeptical of overt marketing attempts, yet this hasn’t stopped savvy brands from finding ways to authentically join the conversation.

Enter: Reddit Ads

Reddit offers promoted posts as well as traditional display ads. Promoted posts appear as regular posts in the feed and aren’t disruptive to the scroll—making them ideal for feeling like part of the natural conversation. Reddit’s targeting options include interests, communities, keywords, and even specific subreddits, allowing for precise audience reach.

Reddit Ads also deliver impressive results, leading to $6.94 higher incremental ROAS across channels, according to eMarketer. Many brands are utilizing short, simple copy with carousels or basic photo/video content in their ads to drive traffic to their websites. These formats are non-invasive to the Reddit feed and allow brands to integrate their message into the typical user experience.

The best-performing ads are self-aware and lean into the platform’s unique culture and lingo. Here’s an example from Panera that cleverly incorporates Reddit’s “upvote” feature into their copy:

Bethesda also took an interesting approach for their game launch, creating Reddit-first creatives specifically designed to encourage engagement within the platform’s ecosystem.

What About Managing SubReddits?

With users conveniently organizing themselves into subcommunities based on interests, it’s tempting to try reaching your target audience directly within relevant subreddits. However, it’s crucial to understand that managing a brand subreddit is a significant commitment requiring dedicated community management to answer product questions and offer ongoing support.

 

One brand that executes this strategy well is r/Comcast_Xfinity. Comcast uses Reddit to handle customer service issues, with Community Specialists providing official support for troubleshooting, billing, plan changes, and more. This approach transforms potential customer complaints into positive brand interactions.

The Washington Post takes a different but equally effective approach, posting news stories with links to their website in relevant existing communities. This strategy puts content directly in front of interested users and drives traffic to read the full story on their site—a perfect example of adding value while promoting their brand.

What about my Brand?

Before jumping onto the platform, invest time in understanding how users are already interacting with your brand on Reddit. Chances are your brand is already being discussed, which will help you determine the best approach for joining the conversation.

For most brands, running ads is an excellent starting point. If users frequently turn to Reddit seeking support and asking questions about your brand, it might make sense to explore a community management strategy—whether that involves managing your own subreddit or thoughtfully participating in existing communities.

The key to success on Reddit lies in authenticity and genuine value. Social media marketers who understand this fundamental principle will find Reddit to be one of the most rewarding platforms for building real connections with their audience.