After debuting on the inventory market with a pop in March, Reddit chief advertising and marketing and shopper expertise officer Roxy Younger joined ADWEEK’s Social Media Week occasion in New York this week to bust some myths for advertisers nonetheless leery about showing on the community-driven platform.
Younger outlined the platform’s efficiency prowess and the way the neighborhood appreciates conversations from manufacturers.
“Our function is that can assist you join with our communities,” mentioned Younger, including that there are over 100,000 communities on Reddit. Listed below are the takeaways.
Folks love manufacturers in the event that they present up in the appropriate means
Folks interacting in Reddit’s communities don’t hate advertisements, harassed Younger: They need manufacturers to indicate up in the appropriate means.
Within the forged iron cookware neighborhood—the place some 5,000 folks talk about merchandise, care and seasoning their objects—folks wished to listen to extra from Lodge Forged Iron, which has had an lively Reddit account since 2014. That spurred the model to take part extra within the dialog, responding to feedback and answering questions on its product line.
Some entrepreneurs might be cautious of promoting to Reddit customers given headlines in regards to the revolt after unpopular API (application-programming interface) modifications final summer season.
Lodge is very cognizant about treading fastidiously on this neighborhood, mentioned Younger, realizing that it’s an area for the neighborhood quite than a spot to hawk its wares.
“You don’t stroll into a cocktail party and begin speaking about your self,” Younger mentioned. “It’s about studying the room, studying the neighborhood and recognizing the place your perspective as a specialist provides worth.”
Contextual is again
With the impending demise of the third-party cookie in Chrome and entrepreneurs more and more searching for options to extreme viewers focusing on, contextual, one of many earliest types of web focusing on, is changing into extra related. Spending on Reddit is “built-in safety” because of its reliance on contextual focusing on, mentioned Younger.
Reddit has 44 curiosity teams, that are additional damaged down into extra granular classes. Entrepreneurs can determine their focusing on standards, and their advert will probably be proven to folks engaged in these communities and in conversations related to these classes, constructed from its first-party focusing on platform.
