Reddit adds new option to post promotions in post-answer threads

Reddit continues to build on its brand marketing capabilities with the launch of a new “Conversation Placement” adoption that allows bands to promote their products in highly engaged post-commentary discussions. Conversation Positioning allows companies to position their promotion in relevant response chains, below the original message and above the first response. The option also includes a highlighted CTA button to help generate responses.

As explained by Reddit:

“Community conversations are at the heart of Reddit, where the most engaged exchanges between a wide variety of passions and interests take place every day. The chat channel allows advertisers to engage with their audience during these exchanges and works in conjunction with Reddit’s in-feed advertising to reach even more users where it’s most likely. “

In fact, Reddit notes that over 350,000 conversations are happening on the platform every day, with Reddit users spending an average of 42% of their time in the app on discussion topics.

So the big question is how Reddit users will react and whether it will be a welcome and effective positioning option for brands.

Reddit says that in beta testing with more than 600 partners, Conversation Placement campaigns have generated “significant success” across all industries, sectors, and campaign objectives.

Reddit also notes that when the conversation channel is used in a broader advertising approach, combined with their regular ad feeds, brands can increase their overall reach on the platform by as much as 20%.

This makes sense given the potential for serial exposure, but you can see how this approach can help you present your brand and deliver to the right users, based on specific subreddits and your most engaging conversations.

Perhaps this, simply by association, will help generate a better response to the ad, and there is certainly evidence that only mention and volume of exposure can generate a better response.

When it comes to placement, some Redditors will no doubt be dissatisfied with displaying ads in comment streams, but most are now more open to ads given the broader placement options on the web and the common understanding that it’s a requirement for funding. to use.

It might be worth a try – the option to post conversations on Reddit is available to all Reddit advertisers as of today.

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