Advertising on Reddit to Reach Niche Audiences

Reddit is not always the first platform that comes to mind when advertisers are thinking about paid social, but it should not be overlooked. Reddit is a fast growing platform that allows advertisers to reach a very niche audience at a reasonably low cost. The Reddit platform does have some downfalls though, such as a less advanced reporting platform as compared to competitors. Here, we discuss the benefits and challenges of advertising on Reddit and some helpful tips to create a successful campaign.

What Is Reddit And Who Uses The Platform?

Reddit is a network of communities where people can dive into their interests, hobbies and passions. It is a discussion-focused platform and is often referred to as “the first page of the Internet.”

There are 52 million daily active users, which represents a 44% increase from October 2019. The platform sees 430 million monthly active users.

  • The vast majority of Reddit users are in the United States. 221.98 million users are in the United States, followed by Australia with 17.55 million users and India with 13.57 million users.
  • Two-thirds of Reddit users identify as male.
  • Reddit is most popular among the 25 to 29 year old age group. 64% of Reddit users are between the ages of 18-29.
  • The majority of Reddit users have a college degree or some college education.

Benefits Of Advertising On Reddit

  • Reddit ads can reach very niche audiences. There is a community for anything you can think of on Reddit. Ex: If you are selling liquor, you may consider targeting the r/cocktails or r/Bartenders communities.
  • Because Reddit has such a large number of users, CPMs are more efficient than some other social platforms.
  • Audience targeting is not only based on interests like other platforms, but also based on communities, also known as subreddits. These communities are often made up of very engaged users, so it is important to learn about the communities you are targeting and tailor your creatives to these communities.

Challenges Of Advertising On Reddit

The Reddit platform reporting capabilities are not as advanced as some of its competitors. It offers basic metrics, but does not go into as much detail as some of the other platforms, specifically with regards to engagement.

For example, users upvote and downvote on Reddit to express their approval or disapproval on a post, but this data is not available to view on the Reddit dashboard unless you are an admin. This would be important information for hands-on keyboard execution partners to have.

The Reddit dashboard only displays six months of data, so you are unable to see spend and performance for campaigns longer than 6 months ago. Because of this, we recommend Reddit campaigns run for less than 6 months.

Best Practices For Advertising On Reddit

  • Utilize community targeting and interest targeting in each ad set. When testing interest targeting vs. community targeting, we have found that community targeting tends to perform more efficiently when it comes to CTR than interest targeting, but combining interest targeting and community targeting in one ad set outperformed both.
  • Conduct research on the communities you would like to target. Look to see if these communities have many active members and what they discuss. Use this information to tailor your creatives to these users’ interests.
  • Use creative that feels authentic to your audience. Users of Reddit appreciate advertisers to meet them where they are.
  • Utilize both placement options (conversations and feed) at the ad set level in order to diversify where your ad will be seen.

Reddit is an excellent platform for reaching niche audiences at a relatively low cost. The platform is not as sophisticated as some of the others, but the ad performance on Reddit speaks for itself. If you are looking for a new platform for paid social, do some research on subreddits that your target audience may identify with and give Reddit ads a try.

Nine Easy Ways to Stay Up to Date on Social Media Trends

Social media is an ever-growing and evolving landscape with new platforms launching and new features being released on a frequent basis. Being able to reach your target audience on the right platform with the right feature or placement is crucial. It may feel overwhelming to try to keep up with the continually changing social media advertising trends without committing significant time – these nine tips will help you stay up to speed without sacrificing too much time.

Spend Time on Social Media Every Day

Try to set aside 10 minutes every day to scroll through your brand’s social media feeds. This is a great way to see what people are talking about, what’s trending today, and what changes are happening.

Social media tips to use your time efficiently:

  • Customize your feeds so that you can easily see relevant and trending content/topics.
  • Save articles to read for later so you can revisit when you have more time.  
  • Ask your team to also spend 10 minutes a day on social media and then share interesting findings regularly.
  • Familiarize yourself with new social platforms in order to understand new consumer trends

Use SEO to Find Places Where Your Business Could Fill a Market Gap

Use tools like SEMrush, Keyword Hero, Screaming Frog, or SEOquake to see what your customers are searching for in your industry and vertical, analyzing their behaviors at various stages in the funnel, and understanding nuances between various types of consumers.  Using keyword and search research will not only help you stay on top of trends, but can also help guide your brand’s content creation and create best practices.

Utilize Customer Feedback

Solicit customer feedback via surveys and customer interactions on your business’s social media pages. Surveys and feedback will help you to better understand your audience, their needs, and their interests, allowing your team to provide even better customer support and service. Additionally, feedback from your customers and social media followers helps you identify what type of content resonates with/performs best. 

Ideas of questions to ask:

  • What’s one feature/product/service you’d like us to start offering?
  • What [BRAND/COMPANY] product can you not live without?
  • What kind of [BRAND/COMPANY] content would you like to learn about?
  • What’s your struggle with _________?

Of course, once you receive feedback, you need to apply it

  • Your customers have the best pulse on your products and services and may think of things you didn’t. Listen to their suggestions of how to improve current offerings, things they’d like to see, or new ideas.
  • Don’t ignore negative feedback. Negative feedback is an opportunity to understand pain points, make improvements, and improve customer service.
  • Incorporate feedback into your product roadmap.
  • Thank your customers who provide positive feedback. These people will become positive advocates for your brand.

Keep an Eye on What Your Competitors Are Doing

Set aside 10 minutes a week to look at what your competitors are posting and promoting. Ensure you derive inspiration regarding emerging trends in your industry, or even some of your personal favorite brands, but are not copying content. Share your unique POV and showcase the expertise of your brand.

Subscribe to Trade Journals, Publications, Newsletters and Magazines

Schedule time on your calendar weekly to read through your subscriptions to keep on top of the latest trends and changes.

Some good publications that frequently share the latest and greatest on social trends include:

Join LinkedIn Groups

LinkedIn Groups are a great way to network with other business owners and social media enthusiasts. You’ll be able to ask questions of your peers to learn from their experiences and discover new social media sites/trends. Some great groups to join include “Social media Marketing Group by Connect365.io”, “Digital Marketing: Social Media, Search, Mobile, & more”, and “Digital Marketing.”

Attend Conferences Monthly or Quarterly (whether in-person or virtual!) 

Get the most up-to-date and relevant information about social media trends and advice from industry experts. Conferences are a great way to network and interface with other professionals in the social media industry who have different backgrounds.

Stay Current with Twitter and TikTok Trends

Twitter and TikTok function differently in terms of the type of content and algorithms than the other social media platforms. Here are some tips to help stay on top of what’s trending in both platforms:

Twitter

  • Create a stream on Twitter with hashtags such as #socialmediamarketing, #smchat, or #TwitterTip to help understand what to expect in the coming weeks.
  • Follow social media marketing influencers on Twitter and LinkedIn (sometimes discovered through hashtags!) and spend time reading their content.

TikTok

  • The “For You” page is a great place to start to see trendy and viral videos but this should not be the only place to look for trends.
  •  Hashtags help people find relevant content (think #mentalhealth, #prank, or #taylorswift). The most-used hashtags in video captions are the best place to see what is trending on TikTok. Many users will often use hashtags relevant to their niche in addition to one or two trending hashtags to help boost their content organically.
  • Keep an eye on challenges on the platform. Users are actively creating and engaging in challenges, which can create new trends. Many challenges include lip-syncing, dancing, or skits.
  • Observe what influencers on Tik Tok are posting. Influencers and celebrity posts on the platform will be popular in addition to clueing you in to what is trending.

Commit to Learning

The world of social media is always growing and changing. By spending time daily or weekly on social media platforms and news, you’ll be able to have a firm grasp on trends and changes. 

Staying on top of social media trends can be a daunting task. Using these 10 tips can help you use your time efficiently and stay in the know.

How to Moderate Trolls on Facebook Ads

Trolling is the act of leaving frequent, offensive/negative comments on social media posts. This can be done by a single person (troll) or a group of people (trolls). Having moderate trolls on social media can be uncomfortable. Here are a few strategies to help eliminate trolls on your Facebook page. 

Utilize Facebook Filters

  • Community Standards –  Facebook automatically conducts moderation on the Facebook platform as a whole. In order to use Facebook, users agree to the Community Standards. These standards ban things like nudity, hate speech, excessive violence, and fake profiles. 
  • Profanity Filter – Any page admin can implement the Profanity Filter setting on Facebook. When using this filter, admins have the option to set the filter to either “medium” or “strong.” The difference between the two settings is the allowable offensiveness of the profanity. Facebook determines this criteria.  
  • Keyword Blocking – Facebook allows admins to block up to 1,000 keywords from appearing on their pages. This setting is not case sensitive and will block variations of the specified keywords from appearing as well. 
  • User Banning –  In the case of an individual or small group of trolls, it could make sense to simply ban the offending users from the Facebook page. The banned user(s) will still be able to share content from the page, but they will not be able to comment, like, or post on the page. The banned users are also blocked from sending messages to the page’s inbox.

Additional Considerations

While each of the aforementioned Facebook settings can be incredibly useful, those filters are typically preventative. When actively dealing with trolling, consider the following recommendations: 

  • Responding to the Troll – In general, it is best practice to respond to comments on your posts. The same applies when it is a troll commenting. If possible, address the frustration or concern of the commenter and provide a solution. This could be through encouraging the user to reach out via personal message or phone call. Other users generally react positively to a brand being responsive and helpful by commenting back. Alternatively, ignoring the troll can give credence to the troll’s complaints and even encourage other trolls to comment. 
  • Deleting Comments– If responding to the user’s comment is unsuccessful or if the user’s comment leaves no room for a solution, it is possible to delete comments from your posts. This should not be the first course of action as it can lead to frustration from the commenting user. Deleting a comment can provoke the troll to leave another, more offensive, comment. It is also important to consider the fact all comments (negative or positive) play into an ad’s engagement rate. A higher engagement rate leads to better performance. 
  • Resetting Ads– If there is one ad causing the trolling, it is possible to reset the ad. This is not ideal as every time an ad is reset, all of the data and learnings associated with the ad reset as well. After resetting an ad more than once, it is worth considering sunsetting the ad in question and replacing it with a new ad. Resetting an ad is an extremely manual process and is not something you can do for all live ads frequently. 

Ultimately, having a troll target your page be a nuisance. However, there are multiple strategies and resources to help stop a troll. Inconvenient as it may be, appropriately responding and reacting to a troll can be a positive reflection of your business.

Measure What Matters

One of my long-standing mantras at Coegi is ‘Measure What Matters’.

So when the ANA released a report entitled ‘Media KPIs That Matter’, I was more than a little intrigued.  What the report found won’t surprise too many of us that work in performance marketing: most brands focus on KPIs that don’t really align with their business objectives.  

So why is this?  For starters, there is a lot of pressure for digital campaigns to be ‘data driven’.  I bet if the ANA asked if their members organizations are data driven, 100% would say yes.  The challenge is that there is too much data for the decision makers to truly understand. For marketing veterans that came from creative or PR backgrounds (that weren’t exposed to digital media buying earlier in their careers), it is challenging to grade the effectiveness of an omni-channel digital marketing.   Thus, they lean on the stats they feel most comfortable with: CPM, CPC and CTR.  Website traffic, reach and completion rates.  What we have longed referred to at Coegi as vanity metrics. To be fair, media efficiency should be a factor, but far less than many brands think. As my friends at The Trade Desk say, you can’t report on CTR on an earnings call.  

But what about ROAS?

Isn’t that the magic metric we should all be optimizing to anyways?  It should be in theory, but in practice, it all depends on attribution.  Is 100% of the conversion credit going to the last touch or last impression?  There are very few digital programs that are even attempting multi-touch attribution, and those that try are stymied by walled gardens that don’t share a unified measurement framework.  ROAS numbers are only as accurate as the data you use to analyze it, and too often there is more noise than signal in last-touch attribution.  Recent changes to app tracking on Apple phones and the impending elimination of third-party cookies on Google Chrome make attribution all the more challenging.

So what about the agencies?  Isn’t it their job to advise their clients as to the metrics they should be measuring?   Certainly many performance strategists are pushing to move towards more meaningful measurement, but it often involves a lot more institutional buy-in at the brand that you would expect.  Advocating an advanced measurement framework at the end of a proposal just isn’t going to cut it.  Often, you not only have to educate the marketing team, but the C-suite, product and sales teams as well.  

Creating a path to measure what matters

So what is the path forward for marketers trying to determine their media KPIs?  From my perspective, there is no singular KPI that defines success for any digital marketing campaign.  Instead, we should build custom measurement frameworks across multiple KPIs, that incorporate not just media efficiency metrics, but also engagement, brand lift, transactional data, and ROAS analysis, to get a better understanding of your digital program as a whole. Furthermore, it can be worthwhile to revisit the more academic and statistical forms of analysis, such as media mix modeling, matched market tests, and regression analysis, to get to the heart of success. 

Recommended reading:

Why Influencers are Relevant for Nearly Every Industry

 

Consumers intake vast amounts of media on a daily basis. Digital content  heavily captures their attention and influences decision-making processes. Online resources makes it easy for consumers to search or view specific content they want to see. According to a Forbes article, “we have arrived in a new era of democratic media consumption where consumers choose what they listen to and who they trust.” This forces brands and marketers to fight for consumers’ attention, often leading them to pay high prices for ultra-premium content and placements.

One way to push through the crowded online marketplace is to introduce your brand through content your consumer already subscribes to – in other words, through influencers.

Why influencers?

This channel is growing immensely, with the global influencer market value reaching $13.8B in 2021 (Statista). The industry has increased in value by $12.1B over the past 5 years and is projected to steadily continue growing. This upward trend is unsurprising given consumers’ outspoken desire to have brand interaction with them in a way that is more personal and authentic.

Build equity, authenticity and awareness with influencers

Influencers offer brands the opportunity to go beyond simply responding to consumers’ questions and concerns on their social posts to using creators as a vehicle to showcase real life product use-cases, while also building brand equity in a non-invasive way – if done properly. Creators build brand authenticity and awareness. They gives consumers an additional resource to reference and interact with when considering your brand or product.

Consumers have diverse interests in both their personal and professional lives. Many follow social media influencers that they find inspiring, relatable, or a helpful source of knowledge. Because of this, influencers impact the way their followers think and feel about certain things, including your products. Followers are often actively looking to discover and seek out recommendations surrounding their preferred areas of interest. Advertising in an environment where consumers are already seeking these recommendations gives your brand a competitive edge because consumers are more likely to take interest in your message rather than scroll past it and consider it irrelevant.

Use creators to influence buying decisions

Using an influencer in your broader marketing strategy helps put a face and personality to your brand, which makes your audience feel greater brand affinity. Because of this familiarity, consumers usually trust the influencer’s opinions or recommendations. According to the Digital Marketing Institute, “49% of consumers depend on influencer recommendations.” Adding the weight of an influencer’s opinion to your product/brand increases brand equity among audiences. Providing a connection to your brand through a trusted influencer can improve consumer engagement, retention and loyalty.

Recommended Reading:

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