Reddit isn’t just another social platform—it’s a sprawling network of passionate, self-organized communities. For advertisers, this means an audience that’s not only massive but also deeply engaged and highly specific. But with Redditors’ notorious skepticism for anything “too salesy,” how do you break through? Here are three best practices to make your Reddit ads truly resonate.
1. Tap Into Niche Communities: Target Interests, Not Just Demographics
Reddit’s magic lies in its subreddits—thousands of tight-knit communities built around shared interests, hobbies, and even hyper-specific topics. Whether it’s r/MechanicalKeyboards, r/PersonalFinance, or r/SkincareAddiction, each subreddit has its own culture, inside jokes, and unwritten rules.
Best Practice:
Instead of casting a wide net based on age, gender, or location, target users by the communities they’re active in. This approach lets you craft messages that feel authentic, relevant, and personal—key to earning trust and attention. For example, a gaming accessories brand will get far better traction in r/pcmasterrace with witty, meme-literate copy than they would with a generic display ad.
1a. Use Customer Lists and Lookalike Audiences for Smarter Targeting with your Reddit Ads
Beyond subreddit targeting, Reddit’s ad platform allows you to upload customer lists and create lookalike audiences—users who share characteristics with your best customers. When combined with subreddit targeting, these options deliver results at competitive costs. By layering Customer List – Lookalike and Sub-Reddit targeting, you can reach users who are both likely to convert and already interested in your niche.
In a recent DTC campaign, these targeting methods proved highly effective. Check out the performance metrics:
- Image Ad – Retraining (Sub-Reddits): 105 results, $1.61 per result, 41,492 impressions, 162 clicks, 0.39% CTR.
- Image Ad – Aggression (Customer List – Lookalike): 93 results, $1.76 per result, 31,401 impressions, 128 clicks, 0.41% CTR.
- Video Ad – Promo (Customer List – Lookalike): 58 results, $1.99 per result, 24,203 impressions, 92 clicks, 0.38% CTR.
These numbers show that both subreddit and lookalike targeting can drive conversions efficiently—often at a lower price point than broader social platforms. For brands looking to maximize their ad spend, testing these audience strategies is a must.
2. Leverage Carousel Ads: Tell a Story, Show Multiple Products, or Highlight Key Features
Carousel Reddit ads are a game-changer. They let you showcase a range of products, break down complex features, or even tell a multi-panel brand story—all within a single, swipeable unit.
Best Practice:
Use carousel ads not just to “show more stuff,” but to guide users on a journey. Start with a bold opener, then use each card to spotlight a benefit, answer a burning question, or build anticipation. For example, a skincare company could use each card to walk users through a morning routine, while a tech brand might highlight unique features across their product lineup. This dynamic format boosts engagement and conversions by keeping users curious and active.
3. Insert Your Brand Into the Conversation
The brands that win on Reddit don’t just advertise—they participate. From clever comment replies to hosting AMAs (Ask Me Anything), the best-performing campaigns turn ads into conversations and brands into trusted community members.
Best Practice:
Don’t just drop a product link and bounce. Use Promoted Posts to ask questions, spark debates, or invite feedback. Host an AMA with your founders or product designers to answer real questions. When users see that your brand is listening, responding, and genuinely interested in what they think, they’re far more likely to engage—and eventually, convert. Remember, on Reddit, transparency and authenticity aren’t just nice-to-haves; they’re must-haves.
Final Thoughts
Reddit ads rewards brands that invest in understanding the platform’s culture and dynamics. By targeting communities based on interests, harnessing the interactive power of carousel ads, and joining the conversation as a real participant, you’ll not only stand out—you’ll actually belong. And on Reddit, that’s half the battle won.
