Marketing on Reddit: What you need to know

Thanks in part to its 2024 IPO, the social media platform Reddit is a hot topic in many circles, including marketing. That’s quite the accomplishment for a company that’s been around for 20 years, which in internet terms is the equivalent of having lived when dinosaurs roamed.

To help you understand the platform and determine if it’s a good channel for you, here is our marketer’s guide to Reddit.

We’ve updated the guide with information about Reddit’s new B2B audience segmentation capabilities.

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Table of contents

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What is Reddit?
What are the demographics?
How much traffic does Reddit get?
What are the best marketing tactics?
What about Reddit and reputation management?
What tools does it provide marketers?
New feature: What are Dynamic Product Ads?
New feature: What are Lead Generation Ads?
New feature: AI-powered ad optimization
The best marketing Subreddits
Reddit posts first profit thanks to ad revenue
New feature: Reddit Pro Trends and AMA ad format
Reddit’s CEO says a paywall is in the works
Reddit adds Hide option for ads
Tools for small and medium businesses
Reddit’s new community engagement metrics
Reddit adds Bombora to improve B2B audience segmentation

What is Reddit?

Reddit is a social news aggregation, content rating, and discussion website where users post content — links, text posts, images and videos — which can be voted up or down by other members. Content is organized into user-created boards called “Subreddits,” which focus on particular topics. It is known for its engaged community and is the 11th most-visited website in the world and 6th in the U.S.

It has more than 100,000 Subreddits. These are moderated by volunteer users, so the quality of posts can vary. Many, like r/askscience (25 million subscribers) and r/askhistorians (2 million subscribers), are widely respected forums where experts respond to questions. That said, plenty are as bad as the internet can get. Fortunately, because Subreddits are topic-specific, it is easy for brands to avoid those.

Dig deeper: The B2B CEO’s social media checklist

Its most popular feature is the Ask Me Anything (AMA) events which have starred luminaries like President Obama and Bill Gates, as well as actors, musicians, astronauts and more. While those are the top draws in terms of numbers, AMAs with topic experts can draw very well within a particular Subreddit.

In December 2023, Reddit hosted more than 1 billion posts and more than 16 billion comments in total.

What are the demographics?