The quick guide to advertising on Reddit for mobile marketers
Micah Motta, Senior Content Writer, Adjust, Dec 07, 2023.
Advertising on Reddit can be advantageous to your app marketing when done well. By the end of 2023, the social news website and forum’s advertising revenues are predicted to surpass US$520 million, likely because advertisers are discovering the value of connecting users’ needs to specific topics on the platform. If you’re new to Reddit app advertising, then read on to learn the benefits of advertising on the platform, Reddit ad specs, Reddit ad types, and more.
Why advertise on Reddit?
Reddit isn’t usually the first social platform that comes to mind when app marketers think about their user acquisition (UA) channels. However, the platform offers the following benefits:
High user intention
Users are 22% more likely to intentionally seek content on Reddit rather than passively scrolling as they do on other social platforms. Because users are most often searching for specific information, they’re engagement with the platform, and in turn, your ads, can be quite high.
Ad recall
Relatedly, 16% of users say they were encouraged to research a brand after seeing a Reddit ad. As users are going to Reddit to actively seek advice, they are more likely to pay attention to the ads on the platform, making it a great place for brand awareness.
Niche targeting
The nature of the different communities existing on Reddit allows for niche targeting. For instance, for Reddit ad games, the company recently reported that it had a 74% unduplicated reach of Reddit users who play games on laptop, desktop, or consoles.
Advertisers on Reddit can target users by interest groups, subreddits, keywords in conversation as well as custom audiences created from their own databases.
Reddit ad types
There are several Reddit ad types that app marketers can use. Note that all ads are marked with the word “Promoted” so users can distinguish user comments from advertisements.
Conversation placements
Unique to Reddit, conversation placements appear above the comment section of a Reddit thread. Reddit recommends advertisers combine conversation placements and Reddit promoted posts within the same campaign to naturally reach more users by appearing in the comment threads.
Text ads
Reddit text ads are simply ads baked into the comment thread.
Image ads
On Reddit, image ads are a combination of text with a static image.
Carousel ads
Like any other social platform, carousel ads on Reddit pair text with multiple images—up to 6 images or GIFs— that users can click or swipe through.
Video ads
Videos are the most upvoted external links and account for over half of Reddit’s inventory. Therefore, this is one of the most popular types of Reddit ads for marketers to use, adding a line or two of text with a video. Below, you can see an example from Reddit ad games, which features a trailer of the cross-device game Planet of Lana.
Product ads
Reddit reports that users are 27% more likely to buy a product advertised on Reddit than any other social media platform. Introduced this year, Reddit product ads allows advertisers to promote their entire product feed, featuring images, product names and specific pricing for targeted focus products.
Reddit ad specs
Ensure your ad assets are properly formatted before submitting them to Reddit by reviewing these Reddit ad specs.
Reddit image ad specs
Aspect ratio: 1:1; 4:5; 4:3; 16:9
Resolutions: 1080 x 1080; 1080 x 1350; 1440 x 1080; 1920 x 1080
File formats: JPG, PNG, GIF (GIFs will be converted into an image)
File size: 3 MB max
Thumbnail display: 400 x 300 pixels
Thumbnail file size: 500 KB max
Headline: 300 characters
Reddit carousel ad specs
Image number: Between 2-6 images
Resolution: 1200 x 1200 pixel
Headline: 300 characters max; truncated at 90-100 characters
Aspect ratio: 1:1; 16:9
File formats: JPG, PNG, GIF
File size: 20 MB max each; 3MB for GIFs, 3-10 seconds in length
Thumbnail display: 400 x 300 pixels
Thumbnail file size: 500 KB max
Reddit video ad specs
Aspect ratio: 1:1; 4:5; 4:3; or 16:9
Frame rate: Up to 30 frames per second (FPS)
File formats: MP4; MOV
Minimum resolution: 1080 x 1080
File size: 1 GB max
Thumbnail display: 400 x 300 pixels
Thumbnail file size: 500 KB max
Length: Can be up to 15 minutes, but recommended 0:05 - 0:30 seconds
Associated text: 300 characters max
Reddit reports that video ads perform best in a 4:5 ratio.
Reddit text ad specs
Headline: 300 characters max
Post copy: 40,000 characters max
Conversation placement ad specs
Headline: Truncated at 100 characters for mobile and 250 characters for desktop
Thumbnail display: 400x300 pixels (but you can run multiple aspect ratios on carousel ads)
How much do Reddit ads cost?
Currently, the cost of Reddit ads begins at US$5. Marketers can decide to purchase ads based on the cost per mille (CPM) model, or every 1,000 impressions an ad receives. Reddit’s auction-style system places each bid at US$0.20. However, depending on the competition for a select audience, the bidding stakes can increase sharply.
Note that US$30,000 is the minimum advertisement placement rate on Reddit.
Measure your Reddit ad performance with Adjust
Get accurate performance data on your Reddit campaigns with Adjust’s measurement and analytics suite. Leverage real-time insights on app installs and conversions to optimize your campaigns for maximum success and identify your top users.
Plus, get a holistic overview of all your marketing efforts and see how your Reddit ads impact your campaigns on other platforms and channels like TikTok, Instagram, Connected TV, or PC and console. Learn more about our API integrations to monitor your ad spend on Reddit.
If you’re ready to take your app marketing advertising on Reddit to the next level with robust, cross-device marketing measurement, talk to an Adjust expert. Request your demo now!
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