“I’m a woman in my 40s,” said Young. “You probably wouldn’t assume that I’m really into sports, or into machine learning, and I’m looking for an electric vehicle, but you can tell that on Reddit.”
Brand building also drives sales
The company said 70 million people come to Reddit every day to discuss topics. Two people ask for recommendations in their communities every second, taking action based on those recommendations. Reddit is building ways for marketers to tap into that.
Some marketers have been more hesitant to direct big budgets to Reddit, with other platforms like Instagram touting their performance-driving features more clearly.
Most ad units online are one-way broadcasts. Reddit’s newly released Free Form ad unit lets brands share a long-form story—including images, videos and text—to open up the conversation. To make it easier for marketers to understand how their brand or category is being discussed on Reddit, the platform launched a suite of social listening tools, Reddit Pro, in March. Skincare brand Kate Somerville has used Reddit Pro to drive sales, Young said.
To highlight its investment in safety, auto brand Volvo used ads on Reddit to ask people to share when a safety feature saved their life, spurring thousands of people to share their experiences.
A financial services brand asked users to share what they are doing today to better their tomorrow, leading to people sharing spreadsheets, their financial planning tools and thoughts on investment allocations. And Philadelphia started a conversation about recipes with novel ways of using cream cheese.
Reddit’s sales teams are vertically focused and share brand concepts, along with internal creative team KarmaLab, to ensure that brands aren’t trying to share the same message.
This way, brands are “more likely to create a promoter of the brand that will spread this message organically through word of mouth, creating deeper enthusiasts for their brand that will share the message,” said Young. “That’s the holy grail for marketers.”
Source link
