Reddit Ads Pros and Cons

How We View Reddit Ads: Pros and Cons

Reddit went public and while we will avoid any stock advice for this post, we will share a few positives/negatives about my experiences on the ad platform.

Positives ⭐
- It's a platform with less competition, so the CPMs are less expensive across all objectives than their peers.
- Ads you use on Meta are easily transferrable, so you don't need to create custom content to test there. Reddit reps will argue that there needs to be some customization for the audience, but overall you can use a lot of the same things from Meta
- The targeting is pretty solid. While some platforms are moving away from targeting options, Reddit allows you to target those who have engaged with specific communities, making sure you target people interested in topics related to your brand/product.

Negatives 👎
- CTRs are typically very low as the user base is skeptical of ads. Any traffic/conversion objective usually has CTRs more in line with a display campaign than paid social.
- While the platform has cleaned up content and bots, your ads can show up around unsavory or low-brow content. While that exists on other platforms too, it feels more like Twitter than Meta, TikTok, or Snapchat.
- There are just other/better platforms to invest in. We can't imagine anytime soon that Reddit would make even a top 3-5 of our media choices. It's not just about competing with paid social, it's competing with all of media and there are just so many solid options, Reddit feels to be at best a secondary option in any media plan.

Our feelings on Reddit are that it's not our favorite platform and don't see us pushing clients to invest more (or at all) there in the future.