Reddit Extends Marketing Services for Brands

Reddit users can now promote their goods in the reply threads under posts. The new option is called “Conversation Placement.” It allows brands to put advertisements in the comment threads. Companies that want to promote their goods have to take part in the reply chain which must be relevant to the advertisement.

The new feature was created to help businesses to become visible to Reddit’s users. Brands can get involved in the discussion, posting the ad under the post and the first comment. If you need to respond to the conversation, there is a CTA button you can use.

In the post, Reddit highlighted that conversations among community members are highly important and named them the core of the service. The new features, according to the company, provide the connection between clients and brands. Now they can freely reach each other.

According to the latest data shared by Reddit, over 350 000 conversations take place on the platform every day. Over 42 percent of the total time that users spend on Reddit belongs to the commenting threads. However, it is unknown whether the new feature will be highly appreciated by users. The audience might simply ignore brands with their ads and proposals.

Meanwhile, Reddit is quite optimistic about the new tool. According to their research and beta testing, the campaign might be successful. Over 600 companies took part in the testing of the feature and reached some positive results. The report shows the 9 percent increase of the CTR, 10 increase of CVR, and 23 percent lower Cost Per Click rate during the use of Feed and Conversation Placement.

This feature was helpful as an addition to the standard ad campaign too. Together with Feed ads that brands provide inside Reddit, the new tool increased clients’ attendance of brands’ websites by 20 percent. After the beta testing is over, Reddit analysts expect to check the new feature presenting it to a broad audience.