Just in time for the holiday advertising surge, Reddit announced new AI and automation features to its Ads Manager.
In their announcement last week, Reddit unveiled three distinct features to help advertisers unlock new opportunities for growth.
These new features aim to especially help SMBs or any advertiser looking to get started in Reddit Ads.
Read on to discover the new features available now in the Reddit Ads Manager.
Reddit Ads Inspiration Library
The first new feature Reddit launched to its Ads Manager is the new inspiration library.
It uses AI and automation to create a collection of top-performing Reddit ad creative that is received well by its communities.
For each ad, the library uses an AI model to determine and show what Reddit creative best practices were used to achieve peak performance.
Some of the benefits for advertisers include:
Quickly identify top-performing ad copies
Find top-performing ads relevant to your industry or campaign objective
See the top three best practices used and identified in order to integrate into your campaigns.
The New AI Copywriter
In efforts to make Reddit campaign creation and launch easier for marketers, Reddit’s next new feature helps with a time-consuming task: ad copy.
Currently in beta, Reddit announced its AI copywriter tool in Ads Manager.
It uses AI to generate ad copy specific to Reddit best practices and campaign inputs like target audience and product background.
If you’ve never created a Reddit ad before and want to test it out, this tool can help create a resonating message that’s unique to the Reddit communities you’re targeting instead of trying to write every ad from scratch.
The New Image Auto-Cropper
The last feature announced by Reddit is aimed to streamline campaign creation workflow even further with the auto-cropper tool.
When importing images into campaigns, Reddit’s auto-cropper tool will automatically crop to fit Reddit’s recommended display ratios.
As with any AI tool, always be sure to double-check images to ensure nothing important is cropped out in order to provide the best experience possible to users.
Why Advertisers Should Care
Advertisers of all sizes can benefit from these updates to the Reddit Ads Manager – but especially small businesses or brands just getting started with Reddit.
In a time where marketers are positioned to do more with less, any AI tool to help streamline workflow and optimization can help scale success faster.
It’s also worth exploring if you think your target audience is on Reddit or part of a Reddit community.
You may be surprised that Reddit has over 73 million daily active visitors – so don’t discount an opportunity to reach your target customer in a new atmosphere.
As Reddit continues investing in its advertising platform, marketers and business owners can expect new ways to reach engaged audiences across various topics and communities.
In a recent episode of the AdExchanger Talks podcast, Jyotsna (Jyoti) Vaidee, Reddit’s VP of Ads Product, shared insights into how the platform is evolving to serve advertisers better while maintaining a positive user experience.
Authentic Conversations With Interested Consumers
One of Reddit’s key differentiators is its ability to facilitate authentic conversations among passionate users.
This presents a unique opportunity for marketers to connect with target audiences in a trusted and contextually relevant environment.
Vaidee highlights the potential for businesses to engage with interested users, stating:
“60% of Redditors actually want brands to participate in their communities and interact with them.”
By leveraging Reddit’s community-driven discussions, advertisers can deliver more targeted and impactful ad experiences that resonate with their desired demographics.
Reddit’s Interest-Based Ad Targeting
Vaidee discussed Reddit’s approach to ad targeting, which primarily relies on interest-based targeting derived from users’ interactions with content on the platform.
She mentioned moving towards auto-targeting, which leverages machine learning to analyze user behavior and deliver more relevant ads.
This means advertisers can reach audiences based on their demonstrated interests, even if those interests aren’t directly related to the advertiser’s product or service.
Vaidee states:
“On the targeting side… we have specific features we have launched, like keyword targeting. By our trajectory, what we’re moving towards is more and more, especially for the lower funnel specifically, is towards auto-targeting, and auto-targeting gives us the ability to not only build models on what we know about this specific user. But also, we’re learning and evolving as this user interacts with content on Reddit, as this user interacts with our ads, even.”
Vaidee gave the example of a yoga brand discovering that users interested in organic food are also likely to engage with their products.
Auto-targeting can help uncover these non-obvious connections, allowing advertisers to expand their reach effectively.
Vaidee emphasized the company’s focus on developing a full-funnel ad solution that leverages AI to enhance advertisers’ performance.
With the integration of AI capabilities, businesses can expect more advanced targeting options, auto-optimization of ad placements, and creative customization.
Vaidee states:
“We don’t have to make the same mistakes that I saw, you know, our other companies make, and then have to evolve and, you know, do, you know, migrations and whatnot to move towards this world of AI and Gen AI. I think we can quickly leapfrog to where we want to be. And I think technology, particularly Gen AI, is making it a more level playing field for smaller players.”
Expanding Ad Offerings While Prioritizing User Experience
As Reddit expands its ad offerings, it remains committed to ensuring a positive user experience.
Vaidee noted that Reddit balances monetization efforts with user controls and preferences.
Marketers can take advantage of new ad placements across various surfaces within Reddit, such as the feed, comments, and search results.
However, the platform also has user controls for ad categories like religious and political content, allowing individuals to tailor their ad experience.
This balance between monetization and user experience creates a win-win scenario for advertisers and Redditors.
Businesses can reach engaged audiences non-intrusively while users maintain control over the ads they see.
Measuring Ad Performance Across The Funnel
Vaidee discussed Reddit’s efforts to provide full-funnel measurement solutions.
The platform has launched features like Reddit Brand Lift and Conversion Lift, which help advertisers understand the impact of their campaigns on brand awareness and conversions.
Additionally, Reddit is working on integrating with advertisers more closely through third-party partnerships and the Conversions API (CAPI). These integrations will give advertisers more robust data to optimize their campaigns and measure ROI.
Vaidee states:
“We’re very focused on building for the full funnel of measurement. As you know, not too long ago, Reddit launched our Reddit Brand Lift, our in-house product, and we launched Conversion Lift. We are doing a lot in terms of integrating with advertisers more closely, whether through third parties or CAPI integration, so we can understand the signals better, which obviously translates to better performance and, you know, better measurement.”
Key Takeaways For Marketers & Business Owners
Reddit’s unique audience targeting capabilities allow advertisers to reach users based on their demonstrated interests, even if they aren’t directly related to the advertiser’s product or service. This can help uncover new opportunities for audience expansion and engagement.
The platform’s focus on facilitating authentic conversations within passionate communities provides a trusted environment for brands to connect with their target audiences. However, marketers should approach these communities with respect and aim to contribute value to the discussions.
Reddit invests heavily in AI-driven advertising solutions, which can help marketers improve targeting, optimize ad placements, and enhance creative customization. Staying informed about new AI-powered features can help advertisers remain competitive on the platform.
As Reddit expands its ad offerings, it remains committed to balancing monetization and user experience. Marketers should be mindful of this balance and aim to create non-intrusive ad experiences that align with user preferences.
The platform offers full-funnel measurement solutions, such as Reddit Brand Lift and Conversion Lift, to help advertisers assess the impact of their campaigns. Advertisers should use these tools and closely monitor their campaign performance to optimize for better results.
While Reddit presents exciting opportunities for advertisers, it is essential to approach the platform with a tailored strategy considering its user base’s unique characteristics and community dynamics. Marketers should invest time in understanding the platform’s ad offerings, targeting capabilities, and best practices to maximize their success on Reddit.
FAQ
How does Reddit’s interest-based ad targeting work?
Reddit’s interest-based ad targeting relies on user interactions with content on the platform. Advertisers can reach audiences based on demonstrated interests observed through their activities. This includes engagement with topics or communities, even if these interests don’t directly relate to the advertiser’s product or service.
Uses machine learning to analyze user behavior
Enables targeting beyond direct product interest
Allows discovery of non-obvious connections
Maximizes reach to interested users
For example, a yoga brand could target users interested in organic food, as they will likely engage with their products.
What is the role of AI in Reddit’s advertising solutions?
AI plays a significant role in Reddit’s advertising solutions. It helps enhance performance, productivity, and potential through advanced targeting options, auto-optimization of ad placements, and creative customization.
Targeting options: Advanced targeting allows for more focused ad delivery to relevant audiences.
Auto-optimization: AI optimizes ad placements for better performance.
Customization: AI helps create more tailored ad content.
This integration of AI allows marketers to deliver the right message at the right time, improving campaign effectiveness and ROI.
How is Reddit balancing ad offerings with user experience?
As Reddit expands its ad offerings, it commits to a positive user experience. The platform ensures this balance by implementing user controls and preferences for ads.
Ad placements: New ad placements across various surfaces like feed, comments, and search results.
User controls: Users can manage ad categories such as religious and political content.
Non-intrusive ads: Ads are designed to align with user preferences.
This approach benefits both advertisers and users. Businesses reach engaged audiences while users retain control over their ad experience.
What tools does Reddit offer for measuring ad performance?
Reddit provides several tools to help advertisers measure ad performance across the funnel. This includes in-house products and third-party integrations.
Reddit Brand Lift: Measures impact on brand awareness.
Conversion Lift: Assesses the effect on conversions.
Conversions API (CAPI): Integrates with third-party tools for better data insights.
These tools enable advertisers to optimize their campaigns and measure ROI effectively.
“Later this year, we will begin testing new search result pages powered by AI to summarize and recommend content.”
He suggested this could help users find information on products, shows, and games and discover new communities.
Reddit’s consideration of AI search aligns with broader industry trends, as many tech companies integrate AI capabilities into their products.
Financial Context
This announcement was made alongside Reddit’s Q2 2024 financial results.
The company reported 54% year-over-year revenue growth, reaching $281.2 million for the quarter.
User growth also increased, though specific figures were not provided in this initial report.
Potential Challenges
While AI-powered search could improve content discovery, its implementation may face hurdles.
These could include technical challenges, user adoption concerns, and questions about how AI-curated results might affect the visibility of certain communities or content types on the platform.
Reddit hasn’t provided a specific timeline for testing or rolling out this feature, nor has it shared details on how it would be developed or implemented.
Reddit Blocks Most Search Engines
Any change to Reddit’s on-site search is notable, as it’s one of the only ways to search the website.
Reddit’s latest robots.txt update has prevented most search engines from crawling its recent content.
The big exception? Google, thanks to a $60M deal for AI training data.
Only Google and Reddit’s on-site search can now reliably find fresh Reddit posts.
Bing, DuckDuckGo, and others are left in the cold for new content.
SEOs and marketers face new hurdles in tracking Reddit discussions.
This move fits the trend of platforms monetizing their content and protecting it from AI scrapers.
This could impact users in the following ways:
Users must use Google or Reddit’s native search for recent posts.
SEOs need new strategies for Reddit content monitoring.
Google gains an edge in providing access to Reddit’s vast user-generated content.
It’s a sign of the times as platforms balance openness with monetization in the AI era.
Looking Ahead
As Reddit continues to grow, reporting a 54% year-over-year revenue increase in Q2 2024, this AI initiative could play a pivotal role in the platform’s future.
As the company moves forward with testing and potential implementation, users and industry observers alike will be watching closely to see how this AI-powered search transforms the Reddit experience.
Reddit has recently tightened its grip on who can access its content, blocking major search engines from indexing recent posts and comments.
This move has sparked discussions in the SEO and digital marketing communities about the future of content accessibility and AI training data.
What’s Happening?
First reported by 404 Media, Reddit updated its robots.txt file, preventing most web crawlers from accessing its latest content.
Google, however, remains an exception, likely due to a $60 million deal that allows the search giant to use Reddit’s content for AI training.
Brent Csutoras, founder of Search Engine Journal, offers some context:
“Since taking on new investors and starting their pathway to IPO, Reddit has moved away from being open-source and allowing anyone to scrape their content and use their APIs without paying.”
The Google Exception
Currently, Google is the only major search engine able to display recent Reddit results when users search with “site:reddit.com.”
This exclusive access sets Google apart from competitors like Bing and DuckDuckGo.
Why This Matters
For users who rely on appending “Reddit” to their searches to find human-generated answers, this change means they’ll be limited to using Google or search engines that pull from Google’s index.
It presents new challenges for SEO professionals and marketers in monitoring and analyzing discussions on one of the internet’s largest platforms.
The Bigger Picture
Reddit’s move aligns with a broader trend of content creators and platforms seeking compensation for using their data in AI training.
As Csutoras points out:
“Publications, artists, and entertainers have been suing OpenAI and other AI companies, blocking AI companies, and fighting to avoid using public content for AI training.”
What’s Next?
While this development may seem surprising, Csutoras suggests it’s a logical step for Reddit.
He notes:
“It seems smart on Reddit’s part, especially since similar moves in the past have allowed them to IPO and see strong growth for their valuation over the last two years.”
FAQ
What is the recent change Reddit has made regarding content accessibility?
Reddit has updated its robots.txt file to block major search engines from indexing its latest posts and comments. This change exempts Google due to a $60 million deal, allowing Google to use Reddit’s content for AI training purposes.
Why does Google have exclusive access to Reddit’s latest content?
Google has exclusive access to Reddit’s latest content because of a $60 million deal that allows Google to use Reddit’s content for AI training. This agreement sets Google apart from other search engines like Bing and DuckDuckGo, which are unable to index new Reddit posts and comments.
What broader trend does Reddit’s recent move reflect?
Reddit’s decision to limit search engine access aligns with a larger trend where content creators and platforms seek compensation for the use of their data in AI training. Many publications, artists, and entertainers are taking similar actions to either block or demand compensation from AI companies using their content.
Recently, I had the pleasure of hosting a webinar discussing Reddit, its growth, and how it impacts search results.
It’s been quite a while since I covered Reddit as a topic, but I could talk about it all day, and I think it has and is one of the most influential communities around today.
Let’s dive into the key points we covered during the session.
The Current State Of Reddit
Reddit has seen explosive growth recently. Here are some stats that highlight this surge:
Reddit’s growth rate of 37% year-over-year is phenomenal, and it’s now 50% non-US, marking its impressive international expansion.
Why Reddit Has Become So Influential
Reddit is successful because it addresses a significant problem: the oversaturation of low-quality content on the internet.
Traditional search experiences are becoming less effective, and users seek more reliable, conversational answers.
Reddit fills this gap by providing authentic, user-generated content that is trusted by so many searchers today that they actually add [reddit] to the end of their search queries to force Reddit results.
Deals with Google and OpenAI underscore Reddit’s value, with Google signing a $60 million deal for real-time content access and training future AI models using Reddit data.
Tips For Having Success On Reddit
1. Understand The Platform
Reddit isn’t just another social media site; it’s a content-sharing platform.
This fundamental distinction is crucial for understanding how to navigate and succeed on Reddit. Unlike traditional social media platforms, Reddit is designed around user-generated subreddits –communities where content is shared and discussed.
Each subreddit is unique, with its own tone, culture, and rules. Think of subreddits as completely separate communities rather than categories of the same community.
The individuality of each subreddit means you must tailor your approach to fit the specific norms and expectations of each community.
On Reddit, the focus is on topics, not individuals. Influencer marketing, as it exists on other platforms, doesn’t translate well here.
While notable figures like Bill Gates participate, it’s their contributions and the topics they discuss that matter, not their personal brand. This topic-centric approach sets Reddit apart from other social media sites.
Anonymity is a core feature of Reddit, encouraging users to speak freely and honestly.
This anonymity fosters open discussion, as seen in subreddits like “/r/AmItheAsshole,” where users seek unbiased opinions on personal situations. Understanding and valuing this anonymity is key to engaging authentically with the Reddit community.
It’s important to distinguish between moderators and admins on Reddit. Moderators are regular users who manage subreddits, while admins are Reddit employees.
Confusing the two can lead to frustration, as moderators don’t have the same powers or responsibilities as admins. Recognize this distinction to better navigate issues and interactions within the platform.
Understanding these fundamental aspects of Reddit is critical for making a strong first impression and achieving success on the platform.
Mistakes can quickly derail your efforts, but with the right approach, Reddit offers a unique and valuable space for content sharing and community engagement.
2. Avoid Spamming
Spamming on Reddit can take many forms, and it’s essential to avoid behaviors that may be perceived as spammy.
Understanding and respecting the community guidelines is crucial for maintaining a positive presence on the platform.
Spam can be defined differently by each subreddit, but common behaviors include:
Posting off-topic content.
Submitting too frequently, even with good content.
Sharing the same content across multiple subreddits.
Trying to bypass subreddit rules (such as using redirects to post prohibited links).
Posting without engaging in comments.
Engaging in excessive self-promotion.
Each subreddit often lists its specific rules and definitions of spam in the sidebar, so make sure to read and follow them.
Additionally, Reddit continuously enhances its spam prevention measures, making it harder to game the system. Key improvements include:
AutoMod: Automated moderation scripts that filter submissions based on various parameters like account age and karma.
Contributor Quality Tiers: Assessing users based on their overall activity and legitimacy.
Ban Evasion Filters: Using AI to detect and prevent users from creating new accounts to bypass bans.
These evolving measures ensure a better community experience by reducing spam and encouraging genuine engagement.
Avoid attempting to game the system, as these improvements make it increasingly difficult – and ultimately, it just doesn’t lead to success.
3. Become A Redditor And Build Karma
Engage authentically by commenting and participating in discussions before starting your own posts. Build karma and learn what works within different communities.
To establish a presence on Reddit, it’s essential to start by becoming an active member of the community. Engage in subreddits that align with your passions, whether it’s growing peppers or discussing “Rick and Morty.”
This involvement helps you understand Reddit’s unique features, language, and community norms. By participating in discussions, you can start building karma – a reputation score based on upvotes and downvotes.
While karma is a simplified measure of your acceptance on Reddit, it’s vital for unlocking certain privileges and ensuring your posts aren’t hidden by automated moderation.
Focus on subreddits with low restrictions to accumulate karma easily. For instance, posting cute pictures in a cat subreddit or offering advice in a subreddit dedicated to questions can help you earn upvotes and interaction.
However, it’s crucial to approach this naturally and avoid trying to game the system, as patterns of inauthentic engagement can lead to bans and negative karma.
Before diving into posting your own content, prioritize commenting on existing posts.
Commenting helps you blend into the community and learn what types of content generate engagement. By focusing on “rising” posts – threads likely to gain significant visibility – you can maximize your exposure and karma.
This strategic approach allows your comments to receive more attention as the post gains popularity.
Starting with comments also offers insights into the community’s interests and opinions, helping you tailor future submissions to better resonate with the audience.
Submitting content places you directly under scrutiny, whereas commenting allows you to learn and experiment while becoming a Redditor.
Take the time to craft thoughtful, well-considered comments, as Reddit users value effort and sincerity.
Even as a brand, adopt a personable tone. Engaging authentically can shift perceptions positively, as seen in successful campaigns like the one we did for TikTok.
By focusing on building karma through comments first and understanding the community dynamics, you set a strong foundation for successful content submissions in the future.
4. Choose Your Subreddits Carefully
When you’re ready to submit content on Reddit, the first step is to identify the subreddits that align with your interests and goals.
Use Reddit’s search functionality to explore relevant subreddits. You can search specific domains by using “site:searchenginejournal.com” to see where your content or similar content is being discussed.
This helps you understand which subreddits have positive engagement with your topics. Additionally, you can research your competitors to see where they are active and successful.
Look for subreddits that address user journeys and questions related to your content, ensuring they match the topics you want to discuss.
Once you’ve identified potential subreddits, evaluate their activity levels. Check both the number of members and the current active users to ensure the subreddit is lively and engaged.
A large member count doesn’t always mean high engagement, so prioritize active subreddits over those with inflated, inactive memberships.
Review each subreddit’s rules meticulously. If the rules don’t align with your content goals – such as restrictions on link submissions – find a more suitable subreddit. Attempting to bypass rules will only harm your efforts.
Observe the subreddit moderators to understand their tone and interaction style. Knowing how moderators behave and what content they support can provide valuable insights into how your submissions might be received.
Since moderators play a crucial role in approving or removing content, aligning with their preferences increases your chances of success.
Finally, assess the overall tone around your topics within the subreddit. Even if a subreddit focuses on a relevant subject, the community might have varying opinions.
Be mindful of these nuances to ensure your content resonates positively with the audience. By carefully selecting and evaluating subreddits, you can effectively position your content for maximum engagement and success.
5. Create Your Own Subreddit
For brands, having a dedicated subreddit can be highly beneficial. It allows you to control the tone and foster in-depth discussions that not only solve your customers’ needs but also enhance your search and AI visibility.
Selecting knowledgeable moderators is crucial. They should understand Reddit culture and handle interactions professionally. Avoid arguing with users or getting defensive, which only incites negative responses.
Establish clear rules and use automated moderation tools to manage your subreddit effectively, ensuring a positive experience even when you’re not online.
Embrace critical comments and engage thoughtfully rather than deleting negative posts or banning users. The community respects genuine engagement and can differentiate between legitimate criticism and trolling.
By responding as a relatable, empathetic person, you can turn potential conflicts into opportunities for positive interaction.
Always approach interactions as if you’re the Redditor who convinced your company to join Reddit, focusing on authentic, helpful communication. This personal touch can significantly enhance your brand’s reputation on the platform.
6. Post The Right Content That Adds Value
Once you found the right subreddit and know where you want to submit content, focus on providing value to the community.
Research thoroughly to understand what topics resonate and where you can contribute your expertise. This will ensure positive engagement and brand interaction.
Support existing discussions by offering solutions or insights, enhancing the conversation with your brand’s unique perspective. Reviewing top content from the past year in your chosen subreddit can help you identify successful topics and understand the community’s interests.
Pay attention to standout users and comments to gauge what works and anticipate reactions.
Engage with moderators by studying their submissions and preferences. Building a rapport with them can significantly influence your content’s success, as they play a crucial role in approving and promoting submissions.
Always consider the needs of the subreddit members. While you have the freedom to post as you like, focusing on what the community wants will lead to greater success.
Again, avoid the temptation to spam or overpromote your content. Focus on what will really provide value to the community.
Finally, keep in mind the broader impact on search and AI. Reddit’s influence on search engine results is significant, and the platform’s content is increasingly used to train AI models.
Choose content that enhances your brand’s visibility and reputation, ensuring it aligns with how you want your brand and products to be perceived. This strategic approach will maximize your reach and effectiveness on Reddit.
7. Post At The Right Time
Timing is crucial for gaining initial engagement on Reddit. Content typically thrives for about 24 hours, although exceptionally popular content can remain visible longer. The general trend is a rapid decline after the initial 24-hour period, and the initial votes are the most critical for boosting visibility.
Avoid the temptation to game the system by creating multiple accounts to upvote your own content, as this can lead to bans and diminish your credibility. Instead, focus on organic engagement to achieve those vital first votes.
To maximize your reach, consider using tools to analyze the best times for posting in your specific subreddit. Generally, posting between 8 a.m. and 10 a.m. Eastern Time is effective, as it captures a full day of high activity, including both domestic and international users.
8. Stay Engaged After You Submit
After submitting a post on Reddit, it’s crucial to stay engaged. Monitor your post closely for the full 24 hours it’s live.
Engage with comments by voting and responding thoughtfully. Upvote genuine comments and downvote trolls or low-quality contributions to manage comment visibility effectively.
Engage with commenters without being defensive, but don’t feel obligated to respond to every single comment.
Approach interactions naturally, applying common social standards. The goal is to foster a positive, constructive discussion, enhancing your presence on Reddit.
Reddit Is An Invaluable Platform If You Invest The Time And Effort
Reddit is one of the hardest communities to break into. It takes a lot of dedication and sometimes years of experience, but Reddit’s community-driven approach and authentic content make it an invaluable platform for marketers willing to invest the time and effort.
Whether it’s engaging in existing subreddits, creating your own, or running ads, Reddit offers unique opportunities for meaningful connections and impactful marketing.
Thank you to everyone who joined the webinar. It was definitely fun talking about Reddit again. If you have any questions or need help with your brand’s impact on Reddit, feel free to reach out.
A Little Something About Me You Might Not Know…
I’ve been an avid Redditor since 2006. My journey with social media started in San Francisco, where I got involved with companies like Digg, Reddit, and StumbleUpon right as they were taking off.
One of my favorite memories is emailing Alexis Ohanian, Reddit’s co-founder, to tell him how much I loved the site. He responded, we chatted, and before I knew it, we were hanging out.
From tacos to SEO chats, we bonded over our shared passion for Reddit. Fun fact: My son is the first baby Redditor, thanks to Alexis.
A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.
The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.
Here’s an overview of key findings and the implications for marketers.
Decline In Traditional Search
The study found that Gen Z uses search engines to find new brands and products less often.
That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.
There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.
Because of this, traditional SEO strategies might not work well for reaching younger customers.
Takeaway
Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.
Rise Of Social Media Discovery
Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.
The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.
This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.
Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.
Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.
Takeaway
To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:
Ensure that your content appears more often in social media feeds.
Create posts people want to share and interact with.
Trust Issues With Influencer Marketing
Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.
These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.
Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.
Takeaway
Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.
Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.
Challenges With Current Search Experiences
The research shows that many people are unhappy with how search engines work right now.
More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.
Gen Z is particularly bothered by inaccurate information and unreliable reviews.
Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.
Takeaway
Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.
This can help build brand credibility, leading to more direct visits.
Reddit: A Trusted Alternative
The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.
Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.
Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.
It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.
Takeaway
Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.
That could include Reddit or any other forum.
Why SEJ Cares
As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.
Here’s what to remember:
Traditional search engine use is declining among Gen Z.
Social media is increasingly vital for product discovery.
There’s growing skepticism towards influencer marketing.
Current search experiences often fail to meet user expectations.
Community-based platforms like Reddit are gaining trust.
In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.
It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.
Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.
To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.
To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.
Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.
Not convinced? Let’s take a closer look at Reddit!
Reddit Stats You Cannot Ignore
Reddit users are dedicated to their use of the platform, with a reported 73.1 million (14.6%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.
The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.
This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.
When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.
They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.
Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.
It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.
If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.
For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.
Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.
Reddit In Google Search, SGE, And Google’s Reddit Deal
For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.
So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.
Screenshot by author from search for [are purple mattresses good], Google, May 2024
Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.
Screenshot by author from search for [are purple mattresses good], Google, May 2024
This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,
Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.
Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.
Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.
Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”
Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.
Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.
**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.
Let’s look at how some major brands have been successful on Reddit in the past.
noosa Yoghurt
Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.
To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.
Screenshot by author from Reddit, May 2024
After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.
Screenshot by author from Reddit, May 2024
The results:
49% increase in brand recall among Reddit users who were exposed to the campaign.
30% increase in brand favorability.
39% increase in purchase intent (15X the typical lift observed in the food vertical).
50+ billion monthly views.
Sony Pictures Germany
To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.
The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.
It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.
Screenshot by author from Reddit, May 2024
The results:
Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
831 upvotes.
618,000 impressions.
The film remained No. 1 on the German movie charts for three consecutive weeks.
It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.
Reddit is an amazing place to get honest feedback.
Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.
Transamerica Helping Reddit Make Dollars Make Sense
Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.
This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.
Screenshot by author from Reddit, May 2024
Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.
It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.
Screenshot by author from Reddit, May 2024
After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.
Screenshot by author from Reddit, May 2024
It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.
This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.
Why You Should Be On Reddit Wrapup
TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.
These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.
The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.
Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.
Discussion About Google Showing Preference To Reddit
A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.
That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.
“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.
…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”
Reddit Post Ranked Within Minutes
Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.
gronetwork posted:
“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”
It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.
Screenshot Of Reddit Post That Ranked Within Minutes
Anecdotes Versus Anecdotes
Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.
hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.
Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.
“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.
In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.
If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”
hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.
Why Is The Reddit Post Ranked So High?
It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.
Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.
Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.
Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.
Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?
It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.
Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?
Google announced a deal with Reddit to gain access to real-time access to all of its content so that Google can show even more Reddit content than it already does and to gain access to all of its content for training models.
The agreement between Google and Reddit is explicit that this will result in increased visibility for Reddit discussions in various Google products, which may include various search surfaces across a range of topics and contexts.
Google’s access to a wider range of Reddit content in a structured format will the ability of language models to understand human conversations and writing styles. AI is increasingly used in search so this could in turn affect how content is understood and ranked in Google search.
Reddit gains access to Google’s Vertex AI platform to improve search and create other “capabilities” with it. The deal is reported to be worth $60 million dollars per year for Reddit.
Reddit, Google Search And AI
Reddit has become a popular destination for people to have discussions on virtually any topic, making it a such a popular destination for people seeking information that searchers append the word “Reddit” to searches to surface content directly from Reddit and avoid Google’s search results altogether.
Conversations on Reddit are also useful for training large language models because of the diversity of content topics, as a deep source of conversational data written in multiple forms of writing.
Structured Reddit Content
Content that is on the web is said to be unstructured data. Machines need to process unstructured data to remove the irrelevant bits like navigation and extract the main content. It also has to make sense of the upvoted and downvoted content.
Structured data however is data that’s already sorted into its component parts so that there is no ambiguity about the data.
Google now has access to all of that data in real-time and in a structured format that will make it easier for Google to make sense of the information and use it more efficiently, with what Google describes as “enhanced signals” that will help Google to display it in more useful ways.
The announcement by both Google and Reddit state that one of Google’s intentions is to show more content from Reddit.
Google explained how they will use the content:
“Over the years, we’ve seen that people increasingly use Google to search for helpful content on Reddit to find product recommendations, travel advice and much more. We know people find this information useful, so we’re developing ways to make it even easier to access across Google products. This partnership will facilitate more content-forward displays of Reddit information that will make our products more helpful for our users and make it easier to participate in Reddit communities and conversations.”
Another component of the deal mentioned by both Google and Reddit is that the partnership will help people participate in Reddit conversations.
“Our work with Google will make it easier for people to find, discover, and engage in content and communities on Reddit that are most relevant to them.”
Reddit, a diverse social media community for sharing news, highlighted the most engaging trends of 2023 in its annual Reddit Recap.
While it continued to host various interests, including business and marketing, the year marked a significant rise in subreddits dedicated to knowledge and serious discussions, presenting a valuable opportunity for marketers.
Screenshot from Reddit, December 2023
Top Trending Subreddits And Communities
Remarkably, subreddits like r/todayilearned and r/NoStupidQuestions saw a surge in viewership, climbing to the 25th and 18th most-viewed spots, respectively.
This upward trend signifies a growing interest in learning and intellectual curiosity among Reddit users.
Additionally, r/Damnthatsinteresting, which explores various fascinating topics, rose 26 places to become the 13th most-viewed. These shifts indicate a user base that values informative and thought-provoking content to spark discussion.
This aspect of Reddit demonstrates its role as a space for serious, informed conversation, a trait highly appealing to marketers aiming to engage with a thoughtful and engaged audience.
The 2023 Reddit Recap For Advertisers
Over the past few months, Reddit has introduced several significant updates to enhance its advertising capabilities and user experience. Here’s a summary of the key developments:
Reddit launched new ad formats within Conversation Placement, namely Carousel Ads and Product Ads.
These formats, used in over 60,000 campaigns, aim to engage users effectively within conversation threads.
Carousel Ads have been updated to include up to six images or GIFs, each with a clickable link, leading to a 44% increase in click-through rate.
Reddit emphasizes its role in product recommendations, with 94% of users engaging with recommendation content.
The introduction of Product Ads complements users’ shopping journeys, allowing brands to target users actively seeking product advice.
Reddit updated its Reddit Ads Formula program, introducing the Boost 2.0 Certification Program to educate advertisers on maximizing success on the platform.
This program, launched in June 2022, has already seen participation from over 5,800 individuals from various countries.
Reddit has made several updates to its search function, particularly on mobile apps. These include a new media tab for easier access to videos, GIFs, and images, a simplified search results page, and improved screen reader compatibility.
Reddit introduced Contextual Keyword Targeting and Keyword Suggestions, using machine learning to improve ad relevance, increase click-through rates, and lower cost per action for advertisers.
Reddit is experimenting with an “Official” label next to the usernames of organization profiles to increase transparency and authentic engagement.
Reddit launched Contextual Keyword Targeting for ads placed in relevant discussions and Product Ads for integrating brand products into user conversations, targeting users ready to make purchases.
Reddit introduced features for easier content sharing, including updated link previews for text posts, direct sharing to Instagram Stories, a custom share sheet, and one-tap screenshot sharing.
Reddit rolled out a new toolbox for publishers to display Reddit content externally, featuring predictable post heights, community showcases, and interactive displays of upvotes and comments.
Reddit expanded its Independent Agency Program, adding partners like Horizon Media, PMG, and Wpromote.
Reddit also renewed its partnership with Tinuiti, offering benefits such as advertiser incentives and enhanced measurement tools.
These updates reflect Reddit’s commitment to enhancing user experience and providing effective advertising solutions, leveraging its unique community-driven platform.
Why Marketers Should Consider Reddit Marketing
For marketers, these trends on Reddit offer a unique opportunity.
Screenshot from Reddit, December 2023
The platform’s shift towards knowledge and serious discourse suggests a user base that is engaged, informed, and potentially more receptive to content that aligns with these interests.
Marketing strategies that leverage educational content or align with thought-provoking discussions can resonate deeply with this audience.
Moreover, the rise in viewership of these knowledge-driven subreddits indicates a growing segment of users keen on learning and exploring new ideas.
This demographic is invaluable for marketers seeking to introduce innovative products or concepts or to engage in meaningful brand storytelling.
Conclusion
Reddit’s 2023 trends highlight an emerging focus on knowledge and serious discourse, presenting a ripe landscape for marketers.
By tapping into this engaged, intellectually curious audience, marketers can find new ways to connect with consumers, particularly those who value informative and thoughtful content.
Reddit’s evolution into a platform for learning and in-depth discussions marks it as an essential part of any modern digital marketing strategy.
