Reddit was not known for being a great platform for ad engagement. However, last year the social forum announced a redesign to create a better experiences for its users. Because of it, the platform now has 330 million active users every month. Just on par with Twitter.
The perks of redesign
According to CEO and co-founder Steve Huffman, there where many reasons behind the redesign, the main ones were: limiting the out of page rebound from new users and rising the time users stay on Reddit. “Reddit grows primarily through word of mouth. Many of us evangelize Reddit and tell people how awesome it is, what an impact it’s made in their life, how much it makes them laugh, etc., and then when those new people decide to check out Reddit for the first time they’re greeted with dystopian Craigslist. We’d like to fix that” wrote Huffman in November 2017 on a Reddit AMA
In an interview with Marketing Land, Zubair Jandali, VP of brand partnerships, said Reddit is seeing three to seven times more user engagement than before, engagements on advertisement has fallen in line with that.
Some of the brands that have seen a big push on their engagement are Audi and Black & Decker. The first one noted growth in ad engagement 8 times better, while Black & Decker found an important audience in segmentation on DIY, garden care, home improvement and parenting groups. The brand’s campaign went beyond expectations and numbers from previous campaigns.
What is this for?
Reddit can become a great player for online marketing, we just have to learn how to use it. The key is: segmentation. Reddit reports about 138,000 active subreddits, each group containing hundreds of users ready to discuss niche interests. Advertising to these groups is a bigger task of research than it is on creativity and we must learn about the groups within Reddit to know where to advertise and say “hey, here I am!” With so many different subreddits, it doesn’t sound like an easy task, but thanks to the nature of Reddit it’s easier to search for the groups within the groups within the groups until our digging brings us to that treasured niche that will absolutely engage with our ads.
Reddit vs Facebook?
Reddit has gained strength where Twitter and Snapchat has seen obstacles, while these platforms have started what many call “downfall”, the audience of Reddit has grown 30% in the last six months. And that’s just the tip of the iceberg. We Are Social reports that Reddit users, in average, stay on the platform for 15 minutes and 47 seconds a day. This is compared to Facebook’s average of 11 minutes and Twitter’s 6 minutes and 23 seconds. Looking at it like that, Reddit is not doing bad at all.
Source
www.socialmediatoday.com
www.reddit.com
www.marketingland.com