Reddit has long been known as a space for passionate communities, but for marketers it has often felt like a tricky environment to navigate. Its audience values authenticity and is quick to reject anything that feels too promotional. Recent updates to Reddit’s ad platform are changing that perception. With improved targeting, creative formats and analytics, brands are finding new ways to join conversations rather than disrupt them. Early examples from Duolingo and HubSpot show how community first campaigns are cutting through.
What has changed on Reddit
Reddit’s new ad tools offer more refined audience targeting, better creative placement and easier integration with performance metrics. Marketers can now focus campaigns on specific subreddits, test multiple creative variations and track engagement more effectively. The platform has also expanded its video and interactive formats, giving brands more flexibility to create content that feels native to each community.
These upgrades mean brands no longer have to rely on broad awareness plays. Instead, they can target highly relevant groups and tailor messages that align with the values and humour of those spaces.
Duolingo’s playful approach
Duolingo has built a reputation for leaning into platform cultures, and Reddit is no exception. Rather than running standard product ads, Duolingo created a campaign that celebrated the quirks of language learning with meme style content designed specifically for popular language and education subreddits. Posts invited users to share their funniest mistakes or favourite phrases in new languages, with light hearted replies from the brand’s team.
Because the content felt organic and invited participation, the community engaged rather than pushed back. Users upvoted posts, added their own jokes and shared personal learning stories. The result was a campaign that not only drove app downloads but also strengthened brand affinity in a space where authenticity is everything.
HubSpot’s B2B community play
B2B brands have traditionally struggled to find their voice on platforms dominated by consumer content. HubSpot’s recent Reddit campaign offers a blueprint. The company targeted marketing and small business subreddits with educational content in a conversational tone. Instead of pushing product features, HubSpot shared quick tips on lead generation, customer retention and automation.
Each post included a subtle link to a free resource, such as a downloadable template or webinar. HubSpot’s team actively joined comment threads, answering questions and offering advice. This approach positioned the brand as a helpful peer rather than an advertiser, which led to high engagement rates and a noticeable lift in qualified traffic from Reddit.
Why these campaigns worked
- Community alignment
Both brands invested time in understanding each subreddit’s culture before posting. They created content that felt like it belonged rather than forcing a generic ad. - Active participation
Instead of dropping ads and walking away, teams engaged in discussions, replied to comments and adapted messaging in real time. - Value first mindset
Content offered entertainment or practical help before mentioning products, which built trust and encouraged clicks without pressure. - Creative that blends in
Visuals, language and humour matched the style of Reddit posts, helping campaigns feel native rather than intrusive.
Tips for marketers exploring Reddit
- Spend time in relevant subreddits to understand tone, topics and etiquette.
- Focus on adding value or sparking conversation rather than broadcasting.
- Test different creative formats, such as polls, video or carousel ads, to see what resonates.
- Monitor comment threads and be ready to respond authentically.
A growing opportunity
Reddit’s revamped ad platform is showing that when brands approach with care, they can thrive in community driven spaces. Duolingo’s playful language content and HubSpot’s practical marketing tips prove that audiences respond when they feel respected and involved. For marketers, the lesson is clear. Reddit rewards those who listen first, contribute thoughtfully and treat advertising as a two way conversation. Those who embrace that mindset are already seeing early wins and building lasting connections.
