How to run an ad on Reddit

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Reddit is not just a forum, but a platform with 57 million daily active users where advertising works differently than Facebook or Google. Here, the audience will not just scroll the tape — it will discuss, criticize and trust only those brands that know how to speak its language. If you want to start advertising on Reddit and not lose your budget on the very first comments with sarcasm, this guide will help you understand the nuances: from the selection of subreddits to the format of ads that will not cause negativity.

Why should you run ads on Reddit?

Reddit is not just a social network, but a unique ecosystem with over 430 million monthly active users who spend an average of 10 minutes per session every day. Unlike Facebook or Instagram, where the content is often shallow, Reddit is where people look for in-depth discussions, expert advice, and honest feedback. This makes the platform ideal for brands that want to go beyond just serving ads, but embedding themselves in the conversation — especially if their target audience is tech-savvy, skeptical of traditional advertising, or belongs to a narrow niche.

The main advantage of Reddit is niche communities (subreddits). Everything is here: from r/BuyItForLife (for lovers of durable goods) to r/3Dprinting (for 3D printing enthusiasts) or r/Ukraine (for the Ukrainian audience). For example, NordVPN ran a campaign in r/privacy and r/technology — and got a CTR 30% higher than the industry average, because the ad reached those who are really interested in cyber security. And the Toyota brand used the subreddit r/cars to promote hybrid models, which led to a 22% increase in test drives among users who actively discussed green cars.

Targeting on Reddit is also impressive. You can choose not only demographics or interests, but also specific subreddits or even keywords in the comments. For example, if you sell sports nutrition, you can only show ads on r/Fitness to people who have recently asked about protein shakes. Or run an ad in r/UkrainianConflict for a Ukrainian audience looking for reliable sources of information. Another plus is low competition: many brands still ignore Reddit, so the cost per click here is often cheaper than on Facebook or Google Ads.

• High engagement: Reddit users trust the platform more than traditional social networks — 70% of redditors consider it a reliable source of information (according to Pew Research).
• Honest Feedback: If they don’t like your product, they’ll tell you straight up — but if they do, you’ll get organic exposure through upvotes and referrals.
• Format flexibility: From text ads to video to billboards, you can experiment with different approaches to find what resonates with your audience.

Reddit isn’t for everyone. But if your audience is here, you’ll get not just traffic, but loyal customers who are ready to engage with your brand on a deeper level. The main thing is not to try to sell right away, but to become part of the community.

How to Create an Advertiser Account on Reddit

To run ads on Reddit, first create an advertiser account. Go to ads.reddit.com and click “Sign up” – the system will offer to log in through an existing Reddit account or register a new one. If you choose to register, enter your email, password and username. Important: The account must be older than 30 days and active (at least a few posts or comments), otherwise Reddit may restrict access to advertising tools. After logging in, fill out the advertiser profile: add company name, address, payment details (card or PayPal) and confirm email. Adjust your time zone and currency, which will affect your reporting and campaign budget. Reddit will automatically create an advertising cabinet for you, where you can manage ads, track costs (minimum deposit is $5) and analyze results. If you plan to run ads in several countries, add them in the “Billing” section – the system allows you to target the audience by geolocation with city precision.

• During registration, Reddit may ask you to confirm your identity – upload a photo of a document (passport or driver’s license) and wait for verification (usually takes up to 24 hours).
• If the account is blocked for violating the rules (for example, spam), the advertising cabinet will also become unavailable – monitor activity and avoid prohibited topics (politics, financial pyramids, etc.).
• For large advertisers, Reddit offers a manager account — contact support after the first successful campaigns.

Required documents and requirements

In order to run an ad on Reddit, you will first need to verify your account. To do this, you will need: a valid email (preferably corporate), phone number for SMS confirmation, payment data (card or PayPal) and legal information about the business – company name, address, tax number (for Ukraine – EDRPOU). If you are advertising as an individual, Reddit may ask for a copy of your passport. Some niches (finance, medicine, crypto) additionally require licenses or certificates — for example, NMLS ID is required for advertising loans in the USA, and for medical services – confirmation of accreditation.

• Prohibited categories: tobacco products, weapons, gambling (partially only with permission), adult content, counterfeit goods, financial pyramids. Reddit blocks ads for cryptocurrency projects without a whitepaper or with a questionable reputation.
• Restrictions: alcohol — only with an age target of 21+, drugs — only by prescription, political advertising requires additional moderation (especially in the USA).
• Important: account must be active – Reddit rejects applications from new accounts with no history of comments or posts.

Types of ad formats on Reddit

Reddit offers several ad formats, each of which works for different tasks. The most popular are sponsored posts, which look like regular discussions, but are labeled “Sponsored”. They’re ideal for starting discussions, gathering feedback, or promoting content that requires interaction (eg surveys, product tests). According to statistics, such posts receive 30-50% more comments than ordinary ads, because users perceive them as part of the community. The main thing is to adapt the tone to the subreddit: jokes for r/funny, technical details for r/technology.

Banner ads (display ads) appear at the top of the feed or on the side. This is a classic format for branding or quick traffic to a site – the click-through rate is usually lower (0.1-0.3%), but the reach is wider. It is better to use for mass information about promotions, new products or launching campaigns with a clear CTA (“Order now”, “Learn more”). Banner sizes are standard: 300×250 (medium rectangle) or 728×90 (leaderboard), but they automatically adapt on mobile devices.

Video ads on Reddit are of two types: short videos (up to 15 seconds) in the feed and longer ones (up to 2 minutes) in special video subreddits like r/videos. Video works best for emotional stories, product demonstrations, or viral content launches. For example, game app ads on r/gaming often use gameplay snippets — conversions increase by 40% compared to static ads. Important: the first 3 seconds should catch the eye, because 60% of users turn off the sound, and 40% do not watch any further.

• Product cards (Product Ads) is a format for e-commerce, where a photo, price and a “Buy” button are displayed. Integrate with Shopify or WooCommerce, work on a CPC (pay per click) model. Conversion is on average 2-5%, but depends on the niche: for clothes – lower, for gadgets – higher.
• Carousels are a series of 2-10 images or videos in one ad. Suitable for a story about several products, step-by-step instructions or comparisons. Clickability is 20% higher than that of ordinary banners, because users can “scroll” through the content.

The choice of format depends on the goal: sponsored posts — for interaction, banner ads — for reach, videos — for emotional impact. Start with a small budget (for example, $50 per test), analyze metrics (CTR, conversion) and optimize for a specific subreddit. Reddit is a niche platform, so there are no universal recipes: what works on r/skincareaddiction will fail on r/wallstreetbets.

How to choose the right format for your campaign

Choosing an advertising format on Reddit depends on what you want to get: brand recognition, instant sales or site traffic. For branding, video ads or image carousels are best – they draw attention in the feed and allow you to tell a story. For example, Adobe launched a video campaign on the r/photography subreddit, showing how users create masterpieces in Photoshop. The result: a 22% increase in recognition among the target audience. If the goal is sales, choose ads with a promo button (“Buy now”) or text posts with CTA. The startup MeUndies used targeted text ads on r/streetwear, offering a discount to first-time buyers, resulting in an 18% increase in conversions. links in comments (with the permission of the moderators) or sponsored posts with a link are effective for site traffic. For example, BuzzFeed launched a sponsored thread on r/funny with a link to the article and got 50K+ hits in a week. The key: test formats, analyze metrics (CTR, conversion) and adapt — Reddit loves experimentation, but hates intrusiveness.

Targeting settings in Reddit Ads

Reddit provides a bunch of tools for precise targeting, and the main feature is working with communities, or subreddits. You can only show ads where your target audience is sitting: for example, if you sell guitar pedals, choose r/guitar, r/audioengineering or r/WeAreTheMusicMakers. The platform allows you to target up to 100 subreddits at the same time, but do not overdo it – it is better to focus on the most relevant 10-20, so as not to dilute the budget. In addition, there is an “Interests” option: Reddit analyzes which topics users are actively discussing and allows you to target them. For example, ‘Fitness’, ‘Cryptocurrencies’ or ‘DIY projects’ are broad categories, but they work if your product is massive.

Demographic filters are standard: age, gender, geolocation (up to city level), language and device. It’s more interesting with behavior: you can show ads to users who often comment, put upvotes, or even to those who recently visited certain subreddits. For example, if you’re running a campaign for gamers, targeting active members of r/gaming or r/pcgaming will do better than just targeting the “Video Games” interest. Another useful thing is device targeting: if your product is a mobile application, it is logical to limit the display of ads only to smartphone users. On the other hand, if it’s something for a PC (for example, video editing software), it’s better to exclude mobile users so as not to waste money.

• Sabreddits: up to 100 at a time, but optimally 10-20.
• Interests: broad categories (eg Technology, Travel) but work for mass products.
• Behavior: active commenters, upvoters, visitors to certain subreddits.
• Geo: to the city level, it is possible to exclude certain regions.

Don’t forget about negative targeting: you can exclude subreddits that don’t fit the topic or users with certain interests. For example, if you sell premium coffee, it makes sense to exclude r/Frugal or r/cheapmeals, where those looking for economical options hang out. Reddit also allows you to set up audiences based on your data: upload a list of emails or user IDs, and the platform finds them on the site. This is useful for retargeting or working with loyal customers. The main thing is not to overdo it with filters: too narrow targeting can lead to ads simply not being shown due to lack of audience.

How to find the best subreddits for advertising

For Reddit advertising to work, you need to find subreddits where your audience sits. Start with a keyword search—for example, if you sell sports nutrition, search for r/Fitness, r/Gym, or r/Supplements. Don’t limit yourself to the obvious: niche communities like r/VegetarianFitness or r/Running can give you a better ROI because there’s less competition. Check the activity of the subreddit: if there are 50+ posts published in the last week and the comments collect hundreds of upvotes, it is a living community. Please note the rules: some subreddits prohibit advertising or require prior approval from moderators.

Use tools for deeper analysis. RedditMetis will show the demographics of the subreddit (age, gender, geolocation) and the most active users. SubredditStats will help you track the dynamics of community growth and popular topics. If your target audience is developers, take a look at r/programming: there are 4.5 million followers, but the average engagement per post is 200+ comments, which indicates high activity. Don’t ignore small subreddits (10,000-50,000 members): they often have higher content credibility and lower advertising costs. Before launching a campaign, analyze the top 10-15 posts per month — if they discuss the problems your product solves, that’s your subreddit.

• Put yourself in the user’s shoes: would you like to see your product advertised here?
• Check if the subreddit has posts from brands—if so, see how the audience is reacting to them.
• Use Reddit Search with the “Top” filter for the last year to see which topics are the most popular.

Creating an Effective Reddit Ad

Reddit is a platform where users value authenticity and don’t tolerate intrusive advertising. Therefore, your ad should look like organic content, not like a sale. Start with a headline: it should be short (under 300 characters), intriguing, and relevant to the interests of the subreddit. For example, if you’re promoting a tool for programmers on r/programming, instead of the banal “Buy our software” try: “How I cut my debugging time by 40% with this tool.” Reddit users love stories and concrete results – give them that.

The ad text should be concise (up to 1000 characters) and structured: problem → solution → call to action (CTA). Avoid marketing clichés like “innovative product” — instead write like a human: “Tried 5 different libraries until I found this one. Now I write code 3 times faster.” The CTA should be soft: “Try it for free”, “Learn more”, “Let’s discuss in the comments”. Aggressive “Buy now!” they don’t work here.

• Design: Images or videos should be simple and not overloaded with text. Meme formats, minimalist infographics or screenshots with real cases are popular on Reddit. For example, if you’re promoting a fitness app, don’t show a glossy model, but a real user with “Before/After” results. Image size – 1200×628 pixels, video – up to 15 seconds (Reddit users don’t like long videos).
• Adaptation: Each subreddit has its own rules and tone of communication. Business posts are allowed on r/Entrepreneur, and jokes only on r/funny. Study the top posts in the target subreddit and replicate their style: vocabulary, humor, even format (eg “AMA” or “Discussion Thread”). If your ad looks like part of the community, it won’t be seen as spam.

Remember: Reddit is about dialogue. Stay in touch in the comments, answer questions, do not delete criticism. If users feel that you are not here for sales, but for the sake of the community, they themselves will become your promoters.

Reddit Ads budget and bidding strategy

Setting up a budget in Reddit Ads is simple, but the effectiveness of the campaign depends on its correct selection. You can set a daily budget (minimum $5) or a total (for the entire campaign). If the goal is testing, start with $20-$50 per day: this is enough to collect audience data and creatives. To scale, increase the budget gradually – no more than 20-30% at a time, otherwise the algorithm will “break” and start showing ads to irrelevant users.

Reddit offers two main payment models: CPC (cost per click) and CPM (cost per 1000 impressions). CPC is suitable for campaigns with the goal of traffic or conversions – you only pay for conversions, the average price of a click varies from $0.30 to $2 depending on the niche (technology and finance are more expensive, meme communities are cheaper). CPM is beneficial for branding or video advertising – here it is important that the creative “sticks” from the first seconds, because users will quickly scroll the tape. Average CPM on Reddit is $3-8, but popular subreddits (eg r/gaming) can reach $15.

• Bid strategy: Choose between automatic (Reddit itself optimizes bids for maximum results within budget) and manual (you control the maximum price per click/impression). Automatic is a good start for beginners, but if you know your niche, manual bidding allows you to save 10-20% of the budget. For example, for a campaign to sell courses, set a bid 10-15% lower than the average conversion price in your industry.
• Cost optimization: Use A/B-testing creatives (change headlines, images, CTAs) and disable ineffective ads after 500-1000 impressions. Analyze the CTR (clickability) metric – if it is lower than 0.5%, the creative is not working. Also, keep an eye on the frequency of impressions (Frequency): if a user sees your ad more than 3 times a week, the probability of conversion decreases.

Remember: Reddit is a community platform, so even the cheapest bid won’t save a campaign if the ad looks spammy. Invest time in creating organic content that resonates with your audience, and then your budget will work for you, not against you.

Analysis and optimization of advertising campaigns

For Reddit advertising to work, it was not enough just to launch a campaign – you need to constantly analyze the data and make adjustments. Key metrics to look out for: CTR (click-through rate) – Reddit’s average is between 0.2-0.5%, if yours is lower – look at creatives or targeting; conversions — track not only clicks, but also actions on the site (purchases, registrations); CPM (cost per 1000 impressions) – on Reddit it is usually lower than on Facebook or Google, but it depends on the niche (eg ~$5-$8 for tech, $10+ for finance); Frequency – If a user sees your ad more than 3-4 times, the effectiveness drops, so limit the frequency or change creatives. For in-depth analysis, use Reddit Ads Manager’s built-in tools: reports by device, geography, demographics, and time of day. For example, if 70% of traffic comes from mobile devices, optimize landing pages for smartphones.

Optimization starts with testing: run 2-3 ad variations with different images, texts, and CTAs (eg Learn More vs Buy Now). After 3-5 days, disable the worst in terms of CTR and conversions, and redistribute the budget to the winners. If the campaign is aimed at sales, use the Reddit pixel to track events on the site – this will allow you to set up retargeting to those who added the product to the cart but did not buy. Don’t forget to A/B-test audiences: try targeting by interests (“cryptocurrency”) and subreddits (“r/Bitcoin”), compare the results. If the budget allows, connect automated strategies (for example, “Maximize conversions”), but control the costs – algorithms can quickly burn the budget on low-quality traffic.

• Saving Tip: If CPMs are skyrocketing, narrow your geotargeting or limit impressions to nighttime (statistically, Reddit conversions are highest between 6:00 PM and 11:00 PM in the user’s local time).
• Typical mistake: ignore negative keywords – add them in your campaign settings to exclude irrelevant queries (for example, exclude “free” for advertising programming courses).
• Hack to increase CTR: use meme format or discussion-provoking questions in your ads (“Why isn’t your business on Telegram yet?”), such posts get 30-40% more clicks.