Reddit — the famously unfiltered corner of the internet — has long held the reputation of being impenetrable to advertisers. But the tide is turning.
Off the back of its landmark IPO in 2024, the 20-year-old platform has entered a new era, posting its first-ever profit and launching a string of new features aimed squarely at marketers. From dynamic product ads to AI-enhanced creative tools, Reddit is actively courting brands — while trying not to alienate its fiercely loyal, ad-sceptical user base.
Here’s everything UK marketers need to know about Reddit, and whether it’s finally time to take the plunge.
Reddit 101: What Is It, Really?
Reddit is a hybrid of a social network, content aggregator and online forum — where users submit content (text, links, images, videos) and others vote it up or down. These posts are organised into ‘Subreddits’, topic-based communities covering everything from astrophysics to obscure memes.
Boasting over 100,000 Subreddits and more than a billion posts in 2023 alone, Reddit is now the 11th most-visited website globally. But its value lies not just in volume — it’s the engagement. Its users, or ‘Redditors’, are vocal, passionate, and deeply invested in their interests.
The site’s crown jewel? The “Ask Me Anything” (AMA) format. From Obama to astronauts, Bill Gates to anonymous whistleblowers, Reddit’s AMAs have hosted some of the internet’s most iconic Q&As. For brands, it’s a golden opportunity to talk — and listen — in a uniquely interactive space.
Who’s Using Reddit — and Why It Matters to Marketers
Reddit’s audience is highly specific:
- 64% earn over $75,000 annually
- 44% of US users are aged 18–29
- 50% are American
- 63.6% are male
Perhaps more importantly, many Redditors actively avoid other platforms — more than half steer clear of X (formerly Twitter), Pinterest and Snapchat.
In terms of reach, Reddit reported 73 million daily active users (DAUs) in late 2023 and 1.2 billion monthly active users (MAUs) as of February 2024 — nearly triple what it had five years ago. It’s no Facebook, but for the right audience, it packs a punch.
Reddit’s Ad Arsenal: Formats and Features
Reddit offers two main types of advertising: Promoted Posts and Takeovers.
Promoted Posts
Designed to blend into users’ feeds, these ads come in several formats:
- Free-form posts — rich content combining text, visuals and even GIFs (think blog-style storytelling).
- Static image and video ads — standard formats, but with Reddit’s scroll speed in mind.
- Carousel ads — swipeable image or video cards.
- Product ads (beta) — pulling directly from catalogues for tailored recommendations.
- AMA ads — sponsor a Q&A session, now with a dedicated ad format.
Takeovers
For brands wanting maximum visibility, takeovers offer top billing for 24 hours. Options include:
- Front Page Takeover: Ads pinned on Reddit’s Home and Popular feeds.
- Category Takeover: Dominate entire verticals, like gaming or tech.
- First View: Your ad appears first when users open the app.
- Search and Trending Takeover: Ads embedded in discovery spaces.
New in 2025: Smarter Ads, More Control
Reddit has stepped up its ad game in recent months with some serious innovations:
Dynamic Product Ads
Launched in public beta, these ads use machine learning to show the most relevant products to each user — pulling real-time data like price, availability and imagery from your catalogue.
Targeting includes:
- Retargeting: Based on past site interactions.
- Prospecting: Based on behaviour across Reddit and partner sites.
Lead Generation Ads
A new partnership with Zapier allows businesses to collect user info directly on Reddit, via mobile-optimised forms with CRM integration. Designed with privacy in mind, it’s a major play for B2B and service industries.
AI-Powered Creative Optimisation
With its acquisition of Memorable AI, Reddit now offers predictive insights into what visual content will perform best — before your campaign even launches. Expect smarter targeting, better A/B testing, and quicker turnarounds.
Reddit’s “Hide Ads” Feature: Empowering Users
In a nod to its user-first ethos, Reddit has introduced a “Hide Ad” option. Redditors can now block ads from a particular advertiser for up to a year, offering greater control over their experience.
This complements the existing report function and signals Reddit’s commitment to a more transparent ad model — a key concern for privacy-conscious audiences.
Marketing on Reddit: Tips for Success
Reddit isn’t like Facebook or Instagram. Its users sniff out corporate jargon and empty slogans in a heartbeat. To win here, you need:
- Authenticity: Speak like a human, not a brand.
- Humour and humility: Poking fun at yourself goes a long way.
- Tailored creatives: Reference in-jokes, memes or Subreddit-specific lingo (sparingly).
- Consistency: Engage regularly, not just during campaigns.
Engaging directly in Subreddits — especially niche ones — can pay dividends. Think product recommendations, expert commentary, and value-added interaction.
As Laura Schiele from Jordan Digital Marketing puts it: “Reddit thrives on sincerity. If you’ve got genuine expertise or a real solution, there’s no better place to show it.”
Reddit and Reputation Management
Because Reddit users are passionate — and vocal — it can be a bellwether for brand reputation. Subreddits like r/BuyItForLife (which recommends long-lasting products) can spark surges in interest or sound early warnings on declining quality.
Building goodwill means more than just dropping in for an ad campaign. Register an official brand account, follow the Subreddit rules, and provide transparent, informative answers when issues arise. Reddit’s own guidance advises correcting misinformation publicly, as the community tends to upvote credible responses.
Must-Follow Marketing Subreddits
Here are some top communities for marketers to explore:
- r/Marketing (1.3M members) – General marketing discussion, FAQs and resources.
- r/SocialMedia (1.3M) – Insights on all major platforms.
- r/Digital_Marketing (208K) – SEO, PPC, analytics and more.
- r/Content_Marketing (123K) – Peer reviews, content strategy tips.
- r/Advertising (188K) – For ad creatives, copywriters and media buyers.
Smaller subs like r/EmailMarketing and r/MarketingMentor also offer high engagement and quality feedback.
Reddit Ads Inspiration Library
To help brands get it right, Reddit has launched an Ads Inspiration Library. It showcases the platform’s top-performing ads across verticals, with filters for budget, format, placement and more.
According to Reddit, ads that use “Redditisms” — platform-specific humour or references — see CPAs up to 70% lower than those that don’t.
Reddit’s Ad Revenue Milestone
In October 2024, Reddit posted its first quarterly profit — a major milestone. Revenue reached $348.4 million, up 68% year-on-year, largely driven by ad sales.
Advertising brought in $315.1 million, with strong performance across the funnel. And this was before the rollout of many new tools and features. The future looks increasingly commercial.
Coming Soon: Paywalls and Premium Access
A controversial change may be on the horizon. Reddit CEO Steve Huffman confirmed during a recent AMA that the platform is “actively working” on paid Subreddits — signalling a potential move towards premium, subscription-only content.
The move comes amid fluctuations in traffic and algorithm-related volatility from search engines like Google.
Final Word: Is Reddit Right for You?
Reddit isn’t for every brand — but for those willing to embrace its quirks, the rewards can be significant. Whether it’s tech, gaming, B2B services or durable goods, Reddit offers a rare blend of scale, specificity, and authenticity.
Just remember: this isn’t broadcast marketing. It’s a conversation. Listen first, engage wisely — and always respect the community.
