What Is Reddit
If brands are looking for a highly engaged audience, Reddit is the place to be. Reddit is a social platform that boasts 500M+ global monthly visitors, across 100k+ active communities, leading to 13B+ posts and comments.1 Reddit users, better known as Redditors, visit the platform to learn and engage with topics that interest them. As a community-based social network, Reddit allows users to browse subreddits that directly align with their hobbies, interests, passions, and feelings. Looking for recommendations on the best restaurant in your city? Reddit has the answer. Need to know what others have done to calm a skin rash? There is a subreddit for that. Want a sense of belonging by connecting with others who suffer from the same disease state? You are in luck, there are several subreddits for you. From brick and mortar to pharmaceuticals, Reddit has a community to reach your audience on. Through the use of community interests, subreddits, keywords, retargeting, and third-party data, brands are able to reach a highly engaged audience that is looking for answers through Reddit.
2024 Planning – Why We Recommend
The Social Team at Butler/Till continues to view Reddit as a valuable platform to reach a highly engaged and high-quality audience within the healthcare space. Given the abundance of placement opportunities, the ability to have 100% share of voice during key moments, seeing other clients succeed with directing diagnosed patients to site, and the opportunities for measurement studies to run alongside planned media, we are recommending to incorporate Reddit into 2024 social media plans. Running campaigns on Reddit gives clients new opportunities to reach consumers.
Targeting 2
There are several targeting options available on Reddit that get our experts excited for clients in the healthcare space. Below is a breakdown of targeting options.
- Community Targeting: Target users based on what communities they are most active in.
- Interest Targeting: Target users based on their interests, which span across all of Reddit.
- Location Targeting: Gives advertisers the chance to have ads only shown in geographical regions that they want.
- Custom Audiences: Built by Reddit or by a third-party.
- Recently, Reddit announced that they were removing the ability for Redditors to opt out of ad personalization3, meaning that advertisers now. have an even greater incentive to use Reddit’s first-party targeting data.
Ad Placements 4
As with all platforms, there are a variety of ad placements to choose from including the following.
- Promoted Posts: Primary ad placements for an “always on” campaign.
- Text Ads, Image Ads, Video Ads
- Carousel Ads
- Conversation Placements
- High Impact Offerings
- Category Takeovers
- Reddit Takeover
- Front Page Takeover
- First View
Added Value Benefits
Reddit offers many exciting added value benefits for advertisers, several outlined below.
- Reddit Partnership Program (RPP) 5: Minimum spend commitment of $1M through four consecutive quarters to enter the RPP.
- Flexible tiers after $1M commitment when adding incremental.
- First to market with Alpha & Beta tests
- KarmaLabs creative workshops and creative review
- Measurement studies
- Quarterly media spend stipends
- “RPP Only Deals” such as 50% off takeovers or additional ad credits stemming from incremental.
- Measurement Studies 6 (First Party & Third-Party):
- Both available without joining the RPP, dependent on media spend and impressions to reach feasibility.
- Added value is the total amount to reach feasibility ($175k study in added value)
Client Success
In 2023, Butler/Till started advertising more readily on Reddit for clients and all that did activate on this platform, have seen success when it comes to site traffic, landing page views, high value actions, Clickthrough rate, and audience quality. Brands have seen success with targeting subreddits and interests, showcasing the ability to reach diagnosed users where they scroll. With any budget level, Butler/Till can create and optimize campaigns in alignment with client goals. By taking a mobile-first approach with creative and targeting, brands can see success on Reddit. For more information or to talk to our experts, reach out today!
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