A Reddit Ads Case Study and Guide | Brafton

In conversation, we might pile Reddit into the same category as Quora, Facebook, Instagram and other social platforms. In marketing ads, we play by different rules. 

Reddit is a deeply opinionated, self-moderated platform where traditional marketing tactics go straight to the roasting pan. But for brands that get it right, the rewards are impressive.

Success here requires two things: understanding Reddit’s culture and earning Redditors’ trust. So, what does it take to bust into Reddit’s blaze of advertising glory? Let’s break it down.

What Makes Reddit a Strategic Platform for Ads?

Reddit has certain “identifiers” that make it a ripe ground for targeted advertising. These “character traits” differentiate it from other platforms — and they’re the ones you should pay the closest attention to. Ultimately, they’re what’s going to lead your Reddit marketing strategy’s success. 

To start, you’ve got the high-grade community factor: Reddit users value authenticity and transparency, meaning you should focus on crafting ads that feel native to the platform. Reddit’s residents call for ads that naturally blend into conversations rather than disrupt them.

Multiple ad formats can bridge the objectives you want to achieve with your target audience. Here are your options: 

• Promoted posts: Best for blending into organic discussions.
• Display ads: Great for brand awareness, but less interactive.
• Video ads: Effective for storytelling, but must hook users immediately.
• AMA ads: Your best bet for offering expertise and insights.
• Image ads: For grabbing attention in busy Reddit feeds.

So, how do you win over the self-proclaimed “front page of the internet”? Speak the language, follow the rules and offer something of genuine value.

Crafting a Reddit Ad 101

Redditors can smell corporate fluff a mile away. If your ad comes off like a press release, be prepared for downvotes. Instead, think of your ad as a burning comment in a heated thread: It should gel, but it should also build upon what’s already there. 

Respect the subreddit. Each has its own culture, which means inside jokes matter and tolerance for advertising varies. Before launching your ad, spend time reading top posts, studying the lingo and understanding what the community cares about.

Above all, show transparency. Redditors will call out disguised ads. To win over discerning communities, a well-placed promoted post that acknowledges it’s an ad but still delivers value is key. 

How To Make Your Ad Stand Out

It’s not that Redditors don’t like ads — they don’t like bad ads. The best-performing ones take advantage of what Reddit does best: discussion. That means leaning into humor, controversy or genuinely useful content.

If you’ve got a product people debate about, embrace the back-and-forth. If you’re selling something niche, drop truth bombs. The more your ad invites critical thought and engagement, the more it’ll surface.

In the end, successful Reddit advertising requires a thicker skin than its social media counterparts. You need to show up, join the conversation and demonstrate you belong there.

How To Target and Measure Impact on Reddit

Beyond understanding the general gist of the platform, you can forget most of what you know about audience targeting and metric-measuring. Those, too, function differently in the internet’s Wild West. 

Targeting the Right Audience on Reddit

Reddit’s users actively participate in discussions that range from high finance to hyper-specific memes. That means your ad needs to land in the right place at the right time. Here’s how you can make that happen:

• Subreddit targeting: Dive into relevant subreddits to find precisely where your niche audience hangs out. For instance, if you’re selling gaming accessories, r/pcgaming is where your people debate frame rates and keyboard switches. If you’re running a fintech startup, r/personalfinance is full of potential leads.
• Interest-based targeting: If subreddit targeting feels too narrow, interest-based targeting connects you with users who engage with related content — even if they’re not involved in a specific community.
• Location and device targeting: Tap into your audience based on region, mobile vs. desktop usage or operating system for precision.
• User behavior tracking: Reddit allows for retargeting based on past interactions, making reaching users familiar with your brand or industry easier.

Familiarize Yourself With Reddit’s Culture

Reddit users don’t vibe with feeling sold to. Ads that shout “BUY ME” will likely get ignored, ridiculed or worse — buried under a mound of sarcastic comments. Here’s how to create ads that resonate:

• Write like a Redditor: Ads that mimic Reddit’s tone (casual, witty and direct) perform far better than empty rhetoric.
• Encourage discussion: The best Reddit ads spark conversation. Ask a question, post a controversial take or share an insight that engages people.
• Use the correct format: You have many format options, so experiment with a few different types to see which ones land with your audience. 
• A/B test: Try different headlines, images and CTAs for your campaigns and use your insights to inform subsequent ads.

How To Measure Your Success

Even if you nail your targeting and ad media, data tells you whether your campaign is effective. Here are some tips for analyzing your Reddit ad metrics:

• Track key metrics: Monitor impressions, clicks, engagement rates and conversions through Reddit’s analytics tools.
• Analyze comment sentiment: On Reddit, the numbers matter, yes — but so do the replies. Pay attention to how people react to your ad. Better yet, search your brand name on the forum for helpful insights about your brand perception. 
• Refine based on performance: The best Reddit advertisers constantly tweak their campaigns. If something isn’t working, pivot fast.

Is Reddit Right for Your Digital Marketing Goals?

Before jumping headfirst into Reddit advertising, ask yourself: Is Reddit the right battlefield?

Reddit excels in deep engagement compared to Facebook or Google Ads but lacks mass-market reach. For instance, Google Ads serve people actively searching for something, while Reddit Ads reach users where they already spend time. 

Reddit users are skeptical of traditional advertising and quick to reject anything that feels overly polished or sales-driven — save those for Meta platforms. However, suppose you want to build brand trust, drive conversations and access highly niche communities. Reddit will give you access to 97.2 million daily users and over 100,000 active subreddits to play around with. 

Successful Reddit Ads in Action

Now, it’s time to examine the theory in action with some examples. Each Reddit ad case study highlights a key lesson: authenticity wins. Brands that lean into Reddit’s culture through strategies like community takeovers, UGC-driven campaigns or AMAs see stronger engagement and higher returns.

Contiki’s ‘Live the Legend’ Ad Campaign

Contiki nailed Reddit advertising by tapping into what makes the platform tick: authenticity and community-driven content. The travel company launched a two-phase strategy to boost brand perception among Gen Z travelers and drive conversions.

First, they grabbed attention with high-impact category takeovers in key travel subreddits. Then, they doubled down on user-generated content, showcasing real Redditors’ Contiki experiences. They pulled a 305% return on ad spend, an 8% drop in cost per click and an 11% higher click-through rate than benchmarks. 

Key takeaway: Leverage Reddit’s unique culture, use authentic voices and let the community sell for you.

OREO X STARWARS™

OREO went full force with their STAR WARS™ collab, using Reddit to zero in on fandom-fueled hype. Partnering with VaynerMedia, they ran a hybrid strategy: Auction ads for precision and a ‘Sci-Fi, Horror & Comic’ category Takeover for visibility. The creative assets were snappy, branded video content in 15-second and 6-second formats, hitting the sweet spot between OREO nostalgia and STAR WARS™ obsession. 

A Reddit Brand Lift study showed it worked: Ad awareness was 5 times higher and aided brand awareness was 14 times higher than Reddit’s global consumer packaged goods (CPG) benchmarks. The campaign also saw a +4.5pt lift in starship association (just kidding, sponsorship association).

Key takeaway: Match your creative to the community vibe, then double down with frequency and format variety.

Siemens tapped into Reddit’s authenticity by running a promoted AMA featuring employees discussing their jobs in building infrastructure, rail transport and health tech. They paired that with a free-form ad strategy to stretch the campaign’s reach. The campaign achieved a 46% higher CTR and 24% more efficient CPC than the German benchmark. 

Key takeaway: Reddit is a space where authentic voices resonate more than polished slogans.

Wrapping Up Your Reddit Ad Strategy

Reddit can be a content marketing goldmine, especially if you’re trying to reach niche audiences who want something real. The examples above worked because they respected the community, leaned into the culture and used Reddit’s tools as intended.

Reddit can deliver if you aim to connect with highly engaged communities and make a lasting impression — but only if you play by its rules. Speak the language. Stay honest. And, importantly, offer something valuable enough to interrupt someone’s scroll.