An introduction to advertising on Reddit



Knowing how to market a game is not an innate skill for many developers.

Small teams in particular, or those working on a project for the first time, may choose to focus on creating the title more than promoting it.

It doesn’t help that the number of tools available to game developers has grown exponentially over the past decade, making it difficult to know where to start, which platforms to target and how.

Social networks have become essential for entering the market, whether as community tools to bring fans together or as advertising platforms.

This is a topic that Academy has covered in the past. Earlier this year, RuthAnne Berry of Phoenix Labs spoke about using social media to achieve your game’s goals, and in a GDC talk last year, Chris Zukowski gave advice to independent developers who hate marketing. , which had a strong social media focus.

Gaming is Reddit’s largest category, with over 200 communities garnering three billion views each month.

Both stressed the importance of identifying the social media platform that best suits your needs based on where you are in your development journey. One of those platforms is Reddit. Once considered only a place for entertainment and community discussion, the site that calls itself the “first page of the Internet” is now a leading advertising platform.

While most developers know how to get the most out of the discussion board from a community perspective, many may still wonder how to get the most out of it from a business perspective.

“Although our platform is now over 15 years old, our advertising business has really accelerated over the past five years,” said Harold Klaje, senior vice president of Reddit and president of global advertising, at the Academy.

So how do you approach advertising on Reddit and how do you make the most of its opportunities?

Targeting is essential

Reddit is all about connecting with the right community. It’s a huge platform – the 20th most visited website in the world – so you’ll need to identify the part that matches your advertising needs.

“On Reddit, over 52 million daily active users are connected by interests and communities, rather than demographics, creating an environment of highly engaged, authentic and passionate communities that cannot be found anywhere else. online, ”says Klaje. “15% of Reddit users are not on Facebook, 38% are not on Instagram and 37% are not on Twitter in the UK.

“It’s also important to recognize that Reddit users have many different interests and the value it can bring in terms of targeting. My name is Harold and I’m interested in skiing and mountain biking, but I’m also interested in cooking so it would be remiss to only target my athletic interests. For our customers, we strongly recommend targeting beyond specific interest groups – for example, in addition to our gaming communities, targeting those that focus on entertainment and technology. Even family and relationships is a great way to reach new unique users. “

“It’s important to recognize that Reddit users have many different interests – we strongly recommend that you target beyond specific interest groups.”

Of all the platform’s interest-based charts, gaming is the biggest category on Reddit, says Klaje, with more than 200 communities garnering three billion views each month. Having access to such a large audience means that Reddit can provide valuable information to developers.

For example, 73% of Reddit players come to the platform to learn about new games, 53% look for posts to decide whether or not they will play a new game, and 95% of community subscribers. ‘a game buy the game. This highlights the platform’s potential to connect with users who might be interested in what you have to offer, as they are already engaging with similar content or interests.

“Our work with Zynga is a great recent example,” Klaje continues. “They leveraged Reddit to drive downloads of their CSR2 racing game launch targeting not only gamers, but racing enthusiasts. With continued testing of interest group targeting and format variations. ad [they achieved] high customer lifetime value. Ultimately, Reddit managed to generate 1.5 times higher LTVs compared to other emerging social channels. “

Klaje says the retention rates were also “16% better than other organic channels and facilities,” but did not provide more details – other factors might also need to be considered, for example, when using the platform.

When to use Reddit

As Chris Zukowski pointed out in his GDC talk, specific social media platforms might make more sense at different stages of your journey. It is linked to the famous “marketing funnel”, which has about four stages: awareness, interest, desire and action.

Each social platform responds to a different stage in this process, and Reddit particularly shines at the start of this journey, to raise awareness – and, hopefully, interest – about the project to a large number of people.

“The thinking or research phase of a buying journey is where Reddit really stands out.”

Your job will then be to move interested people from the awareness stage to buying action.

“The thinking or research phase of a buying journey is where Reddit really stands out,” says Klaje. “The main reason people come to Reddit is to be informed, through in-depth conversations with those who care the most about a topic. So it’s no surprise that online communities have become a place to be. valuable for researching, discovering and recommending products. “

RuthAnne Berry of Phoenix Labs mentioned that Reddit – just like Discord – can also be used successfully as a retention tool, as it’s a place for your community to go out and discuss the game after purchase.

Find the right option

As an advertising platform, Reddit offers various tools including its flagship ad unit, Native Promoted Posts. But that doesn’t necessarily mean it’s the right format for you – again, you need to identify your specific needs and find a strategy that meets those requirements.

“For those looking for mass brand awareness and efficiency, category covers – like our games category – are always a good place to start, especially when performed alongside promoted posts or videos, this which can be a great awareness engine for pre-orders of new titles about to launch, for example, “advises Klaje.” We have conversion-oriented solutions and mobile app installation formats that are also perfect for generating pre-orders and mobile downloads.


Harold Klaje from Reddit

“We measure campaign success in all the usual ways – we look at various engagement metrics, reach and awareness of Reddit ads, click-through rate, conversation rate and LTV, and app installs. for things like online games. “

To find out what works and what doesn’t on Reddit, relying on your community is also an effective tool.

“Online communities are a valuable source of real-time feedback and often become unofficial market research groups as brands test and pivot a campaign approach based on community response,” says Klaje .

“The Zynga example I mentioned earlier is of a brand that works with a scalable strategy that has played with different formats of targeting and interest group ads to ultimately strike the right balance. more than just campaign testing, given that our communities are so passionate and knowledgeable about a given topic, brands who want to enable comments for their ads have the ability to directly interact with these users and gain true understanding and honest comments and feelings. “

Lead with authenticity

Reddit is all about user-generated content, so making an ad appear to belong to an environment where people can vote against and rally around things they don’t like can be a challenge.

“The world of UGC is unpredictable and I understand that brands have different levels of comfort”

“The world of UGC is unpredictable and I understand that brands have different levels of comfort when it comes to the content their ads appear next to,” says Klaje. “We’ve tried and tested solutions for this – from our handpicked authorization list to our tiered inventory offering – which ultimately involves giving maximum choice, control and confidence to every Reddit advertiser. “

He adds that he has had clients in recent break campaigns due to broader societal and topical issues and their desire to be sensitive during those times. As with any platform, make sure your advertising strategy is fueled by empathy and truthfulness.

“There is no ‘right’ way to advertise on Reddit, but we encourage our customers, regardless of industry or size, to lead with authenticity and transparency. and add value to a conversation in a relevant way, and stick around. We have teams dedicated to finding homes for brands on Reddit, so the best way to win is by giving us a call. “

When asked for a final tip for those who want to use Reddit as an advertising platform, Klaje says the best way to find out if it’s for you is to “dive in and explore the platform.”

“Explore our communities and participate in the ones that interest you most as an individual. As with everything, you’ll get the most out of Reddit if you take the time to explore and understand it. When my family and friends ask me similar questions, I like to send it back to them and ask them about their top three hobbies or interests, then give them three communities dedicated to those things that I’ll know they’ll love.

“That’s the thing about Reddit – whatever the topic, there’s a passionate community focused on it.”


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