Best Practices: Ad Copy for Reddit Ads

People use Reddit to share and discover information, so Reddit users want to learn about new things that are relevant to their interests, ads included. The best-performing ads have a casual and friendly tone. A good rule of thumb is: How would you describe your brand or product to a friend?

Here are more tips to write effective ad copy for Reddit ads. 

 

Selecting your ad type: link or text

Promoted posts come in two formats: link ad or text ad. Your ad copy will depend on what type of ad you'll be using. 

Link ad

Text ad [The Aa+ button drops down a text body embed]

Link ads are great to drive traffic to your website. Text ads are great for driving conversation. What is the goal for your promotion? If you want discussion and feedback directly from Reddit users, go with a text ad. Text ads receive 3x as many comments on average than link ads. Text ads also allow you to share a lengthier promotion, whereas link ads are limited to a 300 character headline title. Link ads drive to one single click-through URL. Text ads click through to the text post with a comments thread on Reddit, and you may have as many links as you’d like within your text ad copy. 

 

Personalize the copy.

If you’re targeting a particular Reddit community, grab their attention by addressing their community directly in the headline title. For example: “Hey MaleFashionAdvice, We are….” if you’re targeting /r/malefashionadvice. If your promotion is more general, you can still personalize the ad by speaking directly to Reddit: “Hi Reddit! We are…” A few more examples of starting off the ad copy with a hello to the community:

Pact Coffee is a coffee subscription service that personalized their headline title and drew in new customers and more than 1,200 comments. Their ad effectively personalized their ad to the exact Reddit audience they were targeting. Their headline title opened the conversation, then the text ad copy further showed off the brand's personality with a photo of one of their team members and a friendly and fun description of their service. To finish it off, the ad offered a unique discount for Reddit users — this is a great way to get Reddit users to try your service. See the full ad here

 

You can also personalize your ad by sharing yourself. Remember the human. Show Reddit users that you’re human, not a marketing machine. Here are a few examples of link ads with an introduction in the headline title.

 

 

Address your audience’s burning pains. Even better: Explain how you solve them.

Emotion makes the world go ‘round. Relate your ad copy to your target market's burning pains in order to make a strong connection.  

Haworth Inc’s headline title “If you care about gaming, you should care about your chair” drew in the gamers of Reddit with a concise and compelling headline title that spoke directly to the identity of gamers on the site. So, why should Reddit users care about your product or brand? How will your product solve a problem they have? Make the copy about your customer. headline title like “We just released our new desk chair and want to share it with Redditors!” would not see nearly as much engagement as Haworth Inc's "If you care about gaming, you should care about your chair." Grab attention by appealing to your customer's identity, emotions, and desires.  

PocketDerm helps people who want to get rid of acne or other skin problems. They brand launched a text ad targeting /r/asianbeauty with the headline title: "We want to help you get clear skin for the next FOTD [Face of the Day] by offering r/asianbeauty subscribers a free PocketDerm trial."

PocketDerm spent time understanding their audience's interests (clear skin) and behavior on Reddit (weekly FOTD photo-posting in the subreddit). They integrated these pieces of information into their ad copy targeting the r/asianbeauty community. See the full ad here, which received comments like these: 

 

Make it interactive — Invite conversation!

Reddit users love sharing their own stories and opinions. The AskReddit community gets X million pageviews a month! Text-based conversation is hugely popular around the site, and drives the feeling of connection and belonging that turns even the most casual of lurkers into hardcore Redditors. Reddit is fun and entertaining for many users. Your ad can be an extension of that. So if you want to start a discussion or hear directly from Reddit users, think about what type of conversation you want to encourage and put a call to action in your ad copy. Some examples:

 

Be honest. Avoid buzzwords and superlatives.

Reddit users can be skeptical of ads that claim to have “the #1” or “BEST EVER” service. Avoid claims that would invite users to call you out. “Wallets that will change the business forever” is not a headline title for your wallet brand that will work on Reddit. If your headline title invites snarky responses, it might not make for the most effective headline title. Being honest about what you offer will help you win the trust of the Reddit community. Reddit users are smart and tech savvy, so old-fashioned marketing tactics are not as effective as honest, transparent, and sincere connections with the community. Don’t try to be sneaky — Reddit users will see right through it.

 

Add information that is valuable to the community.

Reddit users love consuming information. They spend an average 2 minutes on a Reddit ad! A text ad allows you to add a lot more information to your ad than the 300 character headline title for a link ad. Text ads can take many forms depending on your intention — we've seen contests, crowdsourced ideas, market research, and Reddit Gold giveaways. Your copy should be adapted to your campaign goals. But if you're thinking about what info to put into your ad, err on the side of adding value to the community. What questions do you think Reddit users will have about your product? Read this ad from Home Chef for an example on adding value to Reddit with your ad copy. Home Chef is a meal subscription service that used a Q&A format to share the details you'd want know about their service. 

 

Offer a deal 

It's no surprise that offering a deal with entice people to take more interest. But unique to Reddit is a sense of belonging to the community. Users often identify themselves as "Redditors". Offering a Reddit-only deal sends a signal that you acknowledge the community these users have created. It makes people feel good! Try including the word "Reddit" in your coupon code.

 

Use a thumbnail

A 70x70 thumbnail image is optional on the promoted posts but highly recommended. There is a lot of content on Reddit’s text-based web format — how will your ad stand out among the noise? Ads with thumbnail images perform up to two times better than ads without an image.

Thumbnails that perform well:

  • Clear and crisp
  • Colorful
  • Portrait (A picture of a person, whether you or someone else) 

Thumbnails that perform poorly:

  • Blurry
  • Chaotic
  • Unreadable text

  

Don't forget the comments thread

You can start a conversation in the comments thread by posting a new top-level comment. The designer behind the video game Crypt of the Necrodancer posted a comment in the ad that shared more information about the promotion, and invited conversation. He ended up hosting a mini "Ask Me Anything" within the ads comments thread, which gave him so much more space to talk about the game with Reddit users. See the full ad here.

You're encouraged to reply to comments, too! See our guide to engaging in the ad comments thread here.

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