Is Reddit a goldmine for B2B marketers? The short answer is yes… if you know what you’re doing–but step out of line, and you’re toast. If you’ve tried running campaigns on Reddit before and got a bucket of freezing cold water poured onto you faster than a cold outreach email, you’re not alone. The platform’s strict rules and unforgiving moderators make it a tough nut to crack.
What’s the big deal about Reddit Ads?
While Reddit might not be the first platform that comes to mind when planning your paid media strategy, it has two significant advantages:
1. Hyper-specific targeting. No other platform lets you put your message right in the middle of the exact conversations your potential buyers are having.
Imagine this: You’re yet another Cloud Network cybersecurity company targeting CISOs and security professionals. Instead of trying to find them on LinkedIn or searching for Google Ads keywords that are already costing an arm and a leg, you can promote your latest report or webinar in cybersec subreddits, where your audience IS hanging out.
Not so easy though. r/cybersecurity is NOT the subreddit you want to go after–unless you enjoy spraying and praying marketing methods 😉 Every audience has its own channel, so be your ICP for a minute, think what your pain points are, and search Reddit for those.
2. Uncharted marketing territory. Not many companies are running campaigns on Reddit yet so getting in early will give them the early mover advantage of getting your brand recognized more easily.
You can also expect a cheaper CPL, and CPC of $0.5-$1.5. So if you like millions of frustrated B2B tech marketers out there are fed up with the ever rising costs of usual social media platforms, Reddit can be a really cost effective supplement.
Having said that…. It’s crucial to remember that Redditors aren't going to roll out the red carpet for you just because you’re willing to pay. Redditors are still allergic to anything that feels like marketing BS. You’ve got to know what you’re doing, or risk being downvoted into oblivion.
This means that you must live and breathe on the platform to see “what goes down fell”, in the subreddits you’re interested in. What, how and who are engaging in your ICP.
Tips to Succeed on Reddit as a Marketer
Here’s another fresh reason Reddit Ads should be on your radar: Earlier this year Reddit signed a deal with Google to license its content for training Google’s AI. What does that mean for you? Reddit’s content will now pop up even more often in Google search results. So, as more people search for niche topics, your Reddit Ads have the potential to reach a wider audience outside of Reddit itself, increasing visibility for your campaigns.
Here’s how to structure Reddit Ads that won’t get torn apart by your ICP:
1. Become a true Redditor
To earn respect on Reddit, you need to think like a Redditor, not a marketer. Get comfortable with the platform’s culture by commenting on other posts, upvoting good content, and slowly building up your karma (Reddit’s points system that rewards your contributions).
2. Know your subreddits
There are over 3.4 million subreddits, with over 130,000 of them active daily, but only a handful will be relevant to your niche. Look for subreddits that align with your industry, and analyze the type of content that resonates with each community. Pay attention to the rules of each subreddit before you post anything.
3. Don’t be promotional
Reddit’s audience is highly allergic to ads that scream, well, “ad.” The trick is to blend into the community while still delivering a strong message. Stick to either sharing valuable insights, data-driven content OR entertaining your audience. Yes, Reddit is the place for memes, funny videos and all campaigns that are out of the box in creativity.
4. Bidding and budgeting on Reddit Ads
Reddit Ads run on a second-price auction model, like Google and Facebook. You set your bid and Reddit does the rest. If your bid’s too low, you won’t get much exposure, so it’s worth starting high to see what works.
Start with a test budget, maybe a few hundred Dollars, and then adjust once you’ve gathered some performance data. And don’t get discouraged if it takes a few rounds to find your groove—Reddit’s audience can be fickle, but once you crack the code, it’s a goldmine.
5. Offer real value
Reddit isn’t the place to push hard on good ol’ "book a demo" when your audience doesn’t know you yet (that goes for any other platform out there). Ads that offer real, useful content—like webinars on industry-specific challenges or insightful articles—perform way better. Redditors are looking for value, so hit them with a webinar on something that actually solves their pain points, not just a sales pitch. And avoid gated content. Redditors don’t like jumping through hoops (no one does), and forcing sign-ups will get you downvoted. Keep your best stuff open to build trust.
How to use Reddit Ads wisely
Reddit Ads are much more customizable than they used to be. The platform now offers various campaign objectives similar to what you’d find on LinkedIn or Facebook Ads, with options to target specific subreddits, user interests, and even devices. You currently can tailor your ad strategy based on:
- Brand Awareness and Reach: Broader targeting to grow visibility.
- Traffic: Drive clicks to specific landing pages.
- Conversions: Focus on generating leads and boosting sign-ups.
Reddit Ads Formats
If you’re starting out with Reddit ads, test different formats and monitor results using Google Analytics to see which approach yields the best results. Depending on your goal, you can experiment with:
Here’s what you can use:
- Promoted posts: Text, image, or video-based posts that blend into users' feeds, perfect for sparking discussions or driving traffic.
- Video ads: Autoplay videos in-feed, great for telling a quick brand story.
- Carousel ads: If you have a story to tell (or various products/services to sell), you can showcase multiple images in one ad.
Each format can perform differently based on the subreddit, so don’t be afraid to A/B test what works best for your audience. And if you need some inspiration… yes, Reddit has their own Ad Library.
Avoid These Reddit Pitfalls
- Don’t overdo it on one subreddit: Engaging only in a single subreddit raises red flags. Spread your interactions across multiple, relevant communities.
- No clickbait or reposting: Subreddit moderators have zero patience for clickbait titles or repetitive content. Make sure each post is tailored to the specific subreddit’s audience.
- No begging for upvotes: We hopefully don’t have to even say this–it’s awkward and unprofessional.
Why Reddit Ads Deserve a Spot in Your B2B Strategy
Reddit Ads are all about getting into the exact conversations that matter to your target audience. If you crack the Reddit code, you’ll be putting your message directly in front of the decision-makers who care.
At Envy, we’ve just rolled out Demand Gen Alternative Mix services that just happen to include Reddit Ads designed to help you run campaigns on this (yet) untapped platform. Whether you’re looking to drive traffic or capture leads, we’ll help you navigate Reddit’s unique challenges and opportunities.
