Reddit advertising is different than your traditional paid search and social media ads. As a forum website, it’s a conversational thread platform that requires unique ad formats, audience targeting, and campaign strategies.
Here’s how to navigate the Reddit ad platform with best practices and examples to maximize your campaign’s success.
Reddit Advertising: Understanding the Benefits, User Demographics, & Ad Formats
Reddit advertising offers several advantages for brands seeking to target younger audiences who are tech-savvy and actively search for information online.
According to studies, the key Reddit user demographics in 2025 are:
- 44% are 18 to 29 years old
- Nearly 60% identify as male
- Almost 50% of daily active users are in the U.S.
- U.S. user ethnicities are 36% Asian, 23% Hispanic, 21% White, and 14% Black
What makes Reddit different than other social networks is its forum-based format, where users can be anonymous. Known as subreddits, it creates in-depth community discussions in the comment sections of a user’s post. People (Redditors) share their real feedback or questions on specific trending topics that matter to them most, like news, sports, and products.
However, everyone must follow subreddit rules and guidelines.
Each subreddit has one or moderators who can remove obvious promotional comments. Redditors can even downvote your subreddit comments and feed posts—so Reddit advertising best practices must be educational and thought leadership-focused. On the upside, people can also upvote, increasing your total Karma and strengthening your brand’s trustworthiness.
This online culture naturally creates more authentic engagement and social proof. Companies can join niche conversations relevant to your industry that aren’t a sales pitch, but by sharing your expertise. When 46% of Reddit users are more likely to trust brands that advertise there, it can be a powerful platform for your social media strategy.
Reddit Ad Types: Differences, Examples, & When to Use Each
There are different types of Reddit ad formats to understand first before you start spending your budget. Below, we’ll break down each one, what they look like, and how to decide which is best for your social ad strategy.
Promoted Posts
Promoted posts are a Reddit ad format that shows in a user’s feed. These ads are posts you create and appear to people scrolling outside of subreddits, like other social media feeds.
There are seven types of Reddit promoted posts:
1. Free-Form Ads
Reddit free-form ads are the most unique format offered. You can use GIFs, videos, images, headings, and a text summary all in one ad—which isn’t a feature on any other social media platform. It’s a creative way to post high-quality long-form ads that capture young Redditors’ attention. There are also templates available with pre-designed layouts to help you get started.
Some tips for making Reddit free-form ads include:
Add a TL;DR (Too Long; Didn’t Read) Section
A TL;DR is a short section that summarizes your ad’s key points. This feature helps attract people who want a preview because Reddit free-form ads are long-form, known as megathreads.
Use Language & Tones That Resonate With Your Target Audience
Whether it’s cheeky humor or conversationally authoritative, use the language and tones that cater to your target Redditors. Personalizing your Reddit free-form ads helps increase their engagement while fostering the platform’s community-first culture.
Make Megathreads Easy to Read
The long-form nature of Reddit free-form ads must have easy readability. Break up your megathreads with headings, space breaks, bullet points, and relevant visuals to organize your ad so Redditors can absorb the information without feeling overwhelmed.
This format is similar to how you’d structure SEO content, like blogs or pillar pages. Although it’s a deep dive type of advertising, keep the information clear and concise with keyword targeting so relevant Redditors can find your post.
Get Creative With Your Visuals
Because Reddit users are a younger demographic, using compelling visuals is crucial to grab their attention. Use GIFs to show off your new clothing collection in different angles, image carousel graphics of the latest dashboard updates to your software, or recap videos of your annual events to promote your upcoming one.
2. Image Ads
The next type of Reddit-promoted posts is image ads. These are more straightforward, like your traditional type of social ad posts. It has a single static image with short-form text and a headline that’s shown in Reddit feeds. People can click on the image or text that directs them to your Reddit page. They can also engage with the ad by voting, commenting, and sharing.
Some tips for making Reddit image ads include:
- Use an eye-catching image that stops people from scrolling past
- Keep the text short, impactful, and clearly explain what you’re offering
- Optimize the ad for mobile devices with a 4:3 aspect ratio, balanced white space, and uncluttered graphics
Reddit image ads are a simple yet effective way to target users in all stages of their buyer’s journey.
3. Video Ads
Reddit video ads have the same format as image ads, except for the visual. They’re designed to hold user attention longer with immersive storytelling via video. According to Reddit, their video ads have a 17% increased click-through rate for videos longer than a minute.
Some tips for making Reddit image ads include:
- Make your videos at least 60 seconds long
- Use a hook statement in the headline
- Add a strong call to action
Reddit video ads are an effective strategy to leave a lasting brand impression on your target audience.
4. Carousel Ads
Reddit carousel ads have the same format as image and video ads, except for the visual, by combining both. It uses step-by-step storytelling by allowing people to swipe through the ad’s multiple visuals.
Some tips for making Reddit carousel ads include:
- Put the multiple visuals in chronological order
- Keep the text short, clear, and concise
- Use the last visual as a call to action
Reddit carousel ads promote more engagement because they’re interactive and dive deeper into your brand or product without the long-form structure of megathreads.
5. Conversation Ads
Reddit conversation ads are a different type of promotional post because they’re shown within a subreddit’s comment threads versus a user’s feed. They can be placed below the post or between the comments. However, the format is the same as image or video ads with one visual and text.
Some tips for making Reddit conversation ads include:
- Place your ad in relevant comment threads that contextually make sense to the subreddit topic
- Find relevant comment threads with niche targeting in communities, interests, and keywords
- Use short, impactful text with a compelling visual and call to action
Reddit is built on community conversations. When 47% of users spend time in comment threads, conversation ads can find and engage with your target audience by becoming part of the discussion or starting a new one.
According to Reddit, conversation ads can increase brand awareness by 83% and have a 5.46% higher action intent for campaigns that run feed and conversation ads over feed ones alone.
6. Product Ads
Reddit product ads, also known as Shopping Ads, target high-value shoppers to help drive conversions. There are two types of Reddit product ads: Dynamic Product Ads (DPAs) and Product Ads (Beta).
Reddit DPAs and product ads are similar to the rich results you see in Google Shopping Ads, where users can see your product catalog. Like conversation ads, they’re also placed in the subreddit threads below the post or between the comments.
Dynamic Product Ads
Dynamic Product Ads (DPA) are when Reddit automatically chooses what product is displayed, when it appears, and who it’s shown to from your catalog. This ad format is best for lower-funnel shoppers because it’s placed in subreddits’ comments that Redditors join, and aren’t intentionally looking to buy.
Some tips for making Reddit DPAs include:
- Provide detailed product descriptions and as many attributes as possible so Reddit’s machine learning can better match them from catalog-rich metadata
- Combine feed and conversation ad placements to maximize reach and performance
- Use a CTA in the headline that’s relevant to the point of the ad
- Build an audience pool with the prospecting and 30-day lookback window features to optimize campaign performance and retargeting
If you want to run DPAs, you must install a Reddit pixel or conversions API so that Reddit can securely receive your server’s conversion event data.
Product Ads (Beta)
Product Ads (Beta) are when you manually choose the product that’s displayed, when it appears, and who it’s shown to from your catalog. This ad format is also lower-funnel, but it’s best if you’re more familiar with the Ads Manager dashboard and want more control over the products to focus on in your campaign.
Some tips for making Reddit product ads include:
- Pair it with Reddit’s targeting options (community, interests, keywords) to ensure relevant ad placement
- Pick appropriate products from your catalog that are relevant to the subreddit topic
- Optimize your product metadata with relevant keywords for maximum reach
You don’t need to install a Reddit pixel or conversions API to run beta product ads.
7. Ask Me Anything (AMA) Ads
The last type of Reddit promoted post is Ask Me Anything (AMA). These are exclusive to Reddit and can be used as organic posts or transformed into AMA ads, which can be placed in main feeds and subreddit threads.
What makes AMA ads especially unique is that it’s a one-on-one interactive experience where anyone can connect with experts or people with niche perspectives. An informal question is posted by a Reddit host (you or someone else), and users dive into answer sessions in the comment thread below.
Reddit formats AMA ads like a promoted event. The host can create a pre-AMA ad five dates in advance with “Remind Me” sign-up alerts, RSVP features, and go-live/end dates. Redditors can submit questions before the AMA ad begins to promote further engagement and participation. Co-hosting is another option where you can invite collaborations from your team to manage.
There are two types of AMA ads:
Profile AMA Ads
Profile AMA ads are hosted and posted from your brand’s profile with full ownership and a non-customizable headline because it’s re-purposed from an organic AMA post you create. It relies on paid promotion to drive viewership and participation, with a flexible time duration. You must have a Reddit Pro account to create Profile AMA ads.
This ad format is best for creating open dialogue with the general Reddit community.
Community AMA Ads
Community AMA ads are hosted and posted in a subreddit where Reddit facilitates communications between you and the moderators with a customizable headline, and must last at least an hour. It allows you to connect with existing community members within your target audience. You don’t need a Reddit Pro account to create Community AMA ads.
This ad format is best for broader conversations related to your brand, like special announcements.
AMA Ads Tips
Some tips for making Reddit AMA ads include:
- Customize your profile with your brand’s look ahead of its scheduled time (colors, font, logo)
- Promote the ad early to build excitement and increase attendance
- Create multiple headlines before, during, and after community AMA ads
- Use casual language and avoid plugging your product when answering questions
- Mix up responses with short and longer answers—and prepare those in advance!
- Sort questions by Best, Top, and New to answer as many as possible
- Allocate your ad budget in three phases–40% for pre-launch, 20% during, and 40% post-launch
High-Impact Offerings
Now that you know all seven promoted posts, the second Reddit ad format is high-impact offerings. They combine various ad formats and placements into one high-performance ad. They’re placed first on a Redditor’s home page, feed, search page, popular page, and more.
However, you must work with a Reddit sales rep to set them up.
There are five types of high-impact offerings available:
1. Front Page Takeovers
The Front Page Takeover high-impact ads show your brand in the first spot on Reddit’s Home and Popular pages for 24 hours. These pages are the first things Redditors see on their feeds when visiting the site.
Some tips for making Front Page Takeovers include:
- Use action-focused headlines that are concise and uncluttered
- Add eye-catching visuals that encourage users to stop scrolling
- Consider different types of visuals, like videos or carousels, to promote ad engagement
As a top and centered ad placement across all platforms and desktop banners, businesses can see a 68% increase in conversion rates.
2. Trending Takeovers
The Trending Takeover high-impact ads showcase your brand on Reddit’s Popular page and search feed for 24 hours. The difference with this type of Takeover ad is that it integrates into the day’s trending subreddits and topics with a tailored landing page and custom-selected keywords.
Some tips for making Trending Takeovers include:
- Plan top-funnel ad campaigns, as these ads are designed to drive visibility and brand awareness
- Hypertarget the trending conversations you want to participate in to maximize the higher budget requirements to run this ad (estimated minimum of $100,000)
- Invest in high-quality visuals and copy to maximize the content marketing ROI of these high-impact ads
You can amplify your brand by placing your Trending Takeovers into the hottest discussions among target Redditors without sharing the ad placement with any other business. However, you must reserve this ad package with a Reddit sales rep to get started.
3. Reddit Takeovers
The Reddit Takeover high-impact ads are shown on the first slot across the Home and Popular pages for 24 hours—which are the most visited pages on their platform! You won’t share the spotlight because it’s exclusive to one brand at a time. They’re versatile with several ad formats, including free-form ads, image ads, video ads, and banner ads.
Reddit Takeovers are an advertising package that combines Front Page Takeovers and Trending Takeovers. There’s even a custom trending landing page feature where users can explore the latest and most popular content, offering you premium Reddit advertising.
Some tips for making Reddit Takeovers include:
- Research niche subreddits you want to show your ads in to ensure it’s shown to relevant audiences
- Keep consistent tones with the communities you want to reach to avoid sales-like language that can push users away
- Segment ads by funnel stage to keep your campaigns consistent with where audiences are in their buyer’s journey
You must reserve Reddit Takeover ad packages with a Reddit sales rep to get started.
4. Category Takeovers
The Category Takeover high-impact ads are shown first to Redditors when visiting specific communities. It’s a more community or topic-focused approach compared to Reddit Takeovers. You can choose from 15 verticals, like automotive, entertainment, and consumer tech, to ensure you reach niche audiences that matter most to your brand.
Category Takeovers offer several ad placements, including first in-feed, conversations, and banners.
Some tips for making Category Takeovers include:
- Integrate your brand visually with your company colors, tone of voice, and language to maximize exposure
- Tailor your ad’s copy for specific audiences who are interested in your products or services to boost engagement within relevant subreddits
- Track post, consideration, and conversion metrics to measure and optimize the success of your ad campaign
You must reserve Category Takeover ad packages with a Reddit sales rep to get started.
5. First Views
Lastly, the First View high-impact ads are shown at the top of Reddit’s Home and Popular pages for one day. It allows you to elevate your brand by owning the first ad impression on these high-performing Reddit pages.
The difference between First Views and Front Page Takeovers is the campaign type. First Views are designed for more targeted audiences, while Front Page Takeovers are meant for broader ones.
Some tips for making First Views include:
- Add your logo in the top-left corner to match Reddit feed designs
- Target specific subreddits and community interests to boost campaign performance
- Test different ad formats (carousels, video, static images) to see which performs best within your niche audience
You must reserve First View ad packages with a Reddit sales rep to get started.
Maximize Your Reddit Advertising Campaign Performance & Reach Target Redditors Today
As you can see, Reddit advertising is comprehensive, with an extensive list of ad formats and differences to understand. Let us help you maximize your campaign’s success.
At Reach Marketing Pro, we’re a full-service digital marketing agency with an experienced team to create high-quality Reddit ads. From custom-branded creatives with graphic designers to compelling messaging with copywriters and forum experts to monitor ad metrics, we’ll ensure your strategies are optimal for your budget and bottom line.
Ready to reach your target Redditors?
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