Facebook, Instagram, and Google are the key players in online advertising. But what about Reddit? With over 500 million active monthly users engaging in niche conversations across more than 100,000 communities (known as subreddits), advertising on this platform can be a surprisingly powerful marketing tool when wielded correctly. So, the key question is: Should my business be running Reddit ads?

Who Reddit Ads Work For

Reddit isn’t like other social media platforms. Its users value authenticity, insider knowledge, and community over sales tactics. This means Reddit ads tend to perform best for:

• Niche products or services for a very specific audience. Think specialty workout equipment, niche tech gadgets, or industry-specific services. If you look hard enough, there’s probably a subreddit dedicated to your exact market.
• Brands with a conversational tone of voice that exude transparency and authenticity. If your brand can engage in discussions and respond to questions in a conversational manner, you’ll be more likely to succeed.
• Innovative offerings that either solve a unique problem, offer something completely new, or cater to passionate hobbyists. These tend to spark a lot of interest and engagement.

If your business is more mass-market or depends heavily on impulse purchases, you might see better return on investment on platforms like TikTok or Instagram.

How Targeting Works on Reddit

Reddit's ad targeting combines a broad reach with pinpoint precision. You can target by interests, location, and device type. But the magic is in subreddit targeting. Instead of competing for attention across generic feed, subreddit targeted ads appear alongside conversations your ideal customer is already invested in. This means higher relevance, and often, higher engagement.

Getting the Most Out of Reddit Ads

Here are 4 tips to get the most out of your campaign:

1. Do your homework. Spend time browsing subreddits related to your niche to understand the tone, culture, and common discussions.
2. Tailor your messaging and avoid overly polished, sales-heavy language. You’ll need to speak like a community member, not a corporate billboard.
3. Test and adjust your methods. Start small, measure engagement, and refine your targeting or copy based on your data.
4. Engage beyond ads by responding to comments, joining relevant discussions, and building trust and credentials within subreddits.

This relationship-based approach can lead to long-term brand loyalty that outlasts a single campaign.

When Reddit Ads Might Not Be Worth It

There’s potential with Reddit ads, but it’s not for everyone. You may want to reconsider running ads on Reddit if:

• Your audience isn’t active on Reddit. Older demographics or industries that don’t rely on online community presence might not gain enough traction on this platform.
• Your brand can’t handle criticism. Reddit users aren’t shy about sharing honest feedback. In fact, it’s an integral part of the platform. If you’re not ready to engage and adapt, this can backfire in a big way.
• You need fast, broad exposure. Reddit is geared more toward slow-burn brand awareness and community engagement versus quick, high-volume sales.

The Bottom Line: Is Reddit Right For You?

Reddit ads can deliver impressive results for the right type of business. So, should your business be running Reddit ads? Yes, but only if your audience is active on Reddit, you have a product or service that fits a niche, and you’re ready to engage authentically. If not, your investment would be better spent on other platforms.

Partner with Impact Group Marketing

At Impact Group Marketing, we help businesses decide where their ad spend will go the furthest. For some, Reddit may be a hidden gem that our team knows how to find. We’ll craft ads that speak the language of each subreddit while aligning with your business goals to create a digital marketing campaign that’s tailored to your audience. Curious if Reddit fits your niche? Let’s talk strategy and see where your next opportunity lies.