Reddit Ad Types and Formats: How to optimize in 2025
2/27/2025
With over 100 million daily active unique users worldwide, Reddit allows users to create and engage in communities (subreddits) by posting content (Text/Images/Videos/Gifs etc...), commenting, and voting on posts to determine visibility. Approximately 49% of Reddit's daily active users are based in the United States, equating to about 48.2 million users. Over the last year, Reddit has experienced significant growth, with its daily active user count increasing by 47%.
With 44% of their users between 18 to 29 reporting usage of the platform, it’s a particularly attractive demographic for brands looking to engage tech-savvy and socially active individuals. For brands looking to get younger, Reddit presents a compelling opportunity. Like all paid social media platforms, selecting the right ad format is crucial for success, which is why we’ve put together this post.
Want to speak with a Reddit Expert: Click Here.
Jump to Ad Formats: Video Ads, Free-Form Ads, Image Ads, Carousel Ads, Conversation Ads, Product Ads, AMA Ads, Reddit Takeover Ads, Category Takeover Ads, First View Ads
Leveraging Reddit's Ad Types
Reddit offers 10 ad formats that allow for a variety of marketing objectives:
Promoted Posts
Promoted Posts are native ads that blend into feeds and subreddits, reaching targeted communities. For Promoted Posts, you can choose between seven ad formats:
Video Ads
Description: A native Reddit video ad that auto-plays in the feed, designed for storytelling or product showcases.
What Works: Short, engaging videos that align with Reddit users’ interests and behaviors.
Ad Formats: Video (up to 5 minutes).
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement, Conversions.
Target Audiences: Broad upper-funnel targeting, Community-focused, Interest-based targeting.
Free-Form Ads
Description: A Reddit-Unique format that allows you to combine text, image, video, and GIFs all in one ad, appearing like organic posts.
What Works: Engaging and relevant content that resonates with specific communities.
Ad Formats: Text, images, videos, GIF.
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement.
Target Audiences: Broad upper-funnel targeting, Community-focused, Interest-based targeting.
Image Ads
Description: A single image ad that blends into Reddit feeds, resembling an organic post.
What Works: Eye-catching visuals and concise copy that sparks curiosity or discussion.
Ad Formats: Static Image.
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement, Traffic.
Target Audiences: Broad upper-funnel targeting, Community-focused, Interest-based targeting.
Carousel Ads
Description: A swipeable format that allows advertisers to showcase multiple images or videos in a single post.
What Works: A sequential storytelling approach or product showcase that encourages user interaction.
Ad Formats: Multiple Images or Videos.
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement, Traffic.
Target Audiences: Broad upper-funnel targeting, Community-focused, Interest-based targeting.
Conversation Ads
Description: A discussion-driven ad that encourages user interaction, fostering deeper engagement within communities.
What Works: Thought-provoking questions, memes, or relatable content that invites participation.
Ad Formats: Text, images, videos, GIFs.
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement.
Target Audiences: Interest-based targeting, Lower-funnel retargeting.
Product Ads (Beta)
Description: A direct-response ad highlighting a product with clear CTAs, optimized for conversions.
What Works: Clear product benefits, strong CTA, and compelling visuals.
Ad Formats: Images, videos.
Placements: Feed, subreddit page.
Common Campaign Objective: Conversions, Traffic.
Target Audiences: Community-focused, Interest-based targeting, Lower-funnel retargeting.
AMA (Ask Me Anything) Ad
Description: A branded AMA that leverages Reddit’s Q&A culture, driving community engagement.
What Works: Authentic, transparent responses from brands or influencers, fostering trust and credibility.
Ad Formats: Text, images, videos, GIFs.
Placements: Feed, subreddit page.
Common Campaign Objective: Awareness, Engagement.
Target Audiences: Community-focused, Interest-based targeting.
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High Impact Offerings
High-Impact Offerings provide premium ad placements like Takeovers and First View, maximizing visibility and brand awareness across the platform. For High Impact Offerings, you can choose between three ad formats:
Reddit Takeover Ads
Description: A premium ad package that gives brands dominant visibility across Reddit for a full day, appearing in high-traffic placements.
What Works: Broad messaging with high-impact visuals to maximize brand exposure and awareness.
Ad Formats: Image, video, GIF, text ads.
Placements: Reddit homepage, Feed, Popular tab, Subreddit pages.
Common Campaign Objective: Awareness, Reach
Target Audiences: Platform-Wide Targeting, Interest-Based, Community-focused targeting.
Category Takeover Ads
Description: A category-specific ad package that allows brands to dominate an entire content category (e.g., Gaming, Tech, Finance) on Reddit for a day.
What Works: Content that aligns with the interests and discussions of a specific category’s audience.
Ad Formats: Image, video, GIF, text ads.
Placements: Feed, Subreddit pages within the chosen category.
Common Campaign Objective: Awareness, Engagement
Target Audiences: Interest-based targeting within specific categories
First View Ads
Description: A high-visibility video ad placement ensuring the brand’s ad is the first in-feed promoted post users see when they open Reddit.
What Works: Short, engaging videos with strong messaging in the first few seconds to capture user attention.
Ad Formats: Video
Placements: Top of the Reddit feed.
Common Campaign Objective: Awareness, Engagement, Video views.
Target Audiences: Broad reach, Interest-based, Community-focused targeting.
Best Practices for Reddit Ad Creatives
Concise and Engaging Headlines: Keep headlines under 150 characters for easy reading. Shorter headlines resonate better with Reddit users.
Optimal Video Length: While testing different video lengths is advisable, a duration of around 60 seconds has been found to be effective.
Clear Call-to-Actions (CTAs): Be explicit about the desired user action. Clear CTAs can significantly boost engagement and drive desired outcomes.
Build For Mobile: 75% of Reddit’s audience is using the mobile app to access the platform, meaning you need to optimize ads to speak to them on mobile.
What is Reddit's Cost per Thousand (CPM)?
In Q4 of 2024, we saw a $2.29 eCPM on Reddit compared to $11.73 on Meta, in large part because advertiser demand is still less developed than on other platforms.
To learn more about Reddit’s CPM, CPC, and reach, Click Here.
Understanding Reddit’s unique ad formats is key to driving successful campaigns in 2025. Whether you're looking to raise brand awareness, drive conversions, or engage with niche communities in meaningful ways, Reddit’s diverse ad offerings can help you achieve your marketing goals. By leveraging formats like Promoted Posts or High Impact Takeover Offerings, you can craft compelling, community-driven campaigns that resonate with Reddit’s highly engaged user base and drive real action.
FanIQ's Unified Reporting provides detailed performance at a creative, audience, and platform level. Click here to learn more about FanIQ Unified Reporting
Like this article? Check out our pieces on Meta, Snapchat, and TikTok Ban. Stay informed with FanIQ about platform updates and keep experimenting to maintain a competitive edge. Ready to elevate your Snapchat marketing strategy? Start planning your next campaign now!
Follow us on LinkedIn for regular posts on the shifting paid social marketplace.
Understanding Reddit’s unique ad formats is key to driving successful campaigns in 2025. Whether you're looking to raise brand awareness, drive conversions, or engage with niche communities in meaningful ways, Reddit’s diverse ad offerings can help you achieve your marketing goals. By leveraging formats like Promoted Posts or High Impact Takeover Offerings, you can craft compelling, community-driven campaigns that resonate with Reddit’s highly engaged user base and drive real action.
FanIQ's Unified Reporting provides detailed performance at a creative, audience, and platform level. Click here to learn more about FanIQ Unified Reporting
Like this article? Check out our pieces on Meta, Snapchat, and TikTok. Stay informed with FanIQ about platform updates and keep experimenting to maintain a competitive edge. Ready to elevate your Snapchat marketing strategy? Start planning your next campaign now!
Follow us on LinkedIn for regular posts on the shifting paid social marketplace.
