Ad Engagement Isn't Dead. You're Just Looking on the Wrong Platform.

Reddit Ads vs Facebook Ads: Which Platform Wins for Engagement

Ads feel like they’re shouting into the void lately? You’re not alone. Engagement rates are dropping, CPCs are climbing, and your once-reliable channels (hi, Facebook) aren’t hitting like they used to.

So, you start to wonder: “Is ad engagement…dead?”

Spoiler: It’s not. You’re just looking in the wrong place.

While most brands are still pouring their budget into oversaturated feeds, there’s a platform quietly thriving on conversation and unfiltered honesty: Reddit. Yep, the same Reddit known for memes, AMAs, and wildly passionate communities might just be your new favorite ad channel (if you know how to use it).

Now, we’re not here to completely throw shade at Facebook Ads. They still have their place. But if you’re relying only on them, you’re missing out on one of the most underrated engagement engines out there.

Here, we’re breaking down why Reddit deserves a spot in your media mix and how to make it work without getting downvoted into oblivion.

What's Up With Ad Engagement?

Over the past few years, ad engagement has taken a nosedive across a lot of the major platforms, and there are a few reasons why.

Ad Fatigue Is Real

Audiences are bombarded with content 24/7. Scroll through any social feed, and it’s a blur of sponsored posts, influencer shoutouts, and retargeted product ads you thought you only mentioned out loud. People are tuning it out because they’ve seen it all before.

Privacy Updates Have Changed the Game

With new data restrictions and the slow crumble of third-party cookies, targeting on platforms like Facebook and Instagram has gotten blurrier. That once-crystal-clear lookalike audience? Not so sharp anymore. (That said, have you heard about server-side tracking? You may not need third-party cookies, after all…)

Algorithms Favor Engagement (But Only a Certain Kind)

Unless your ad sparks instant clicks, shares, or reactions, it might never see the light of day. And even then, you're fighting against the algorithm and every other brand's budget to earn attention.

People Are Skeptical

Users have gotten smarter and a little bit tired of being “marketed to.” The second something feels overly polished or transactional, it loses credibility.

So, yeah, engagement feels harder because it is harder. But it’s not gone. It’s just moved.

Instead of trying to yell louder on the same crowded platforms, smart brands are shifting toward places where conversations still happen organically. Which brings us to a platform you might not have seriously considered yet...

(Spoiler: it's Reddit.)

Enter Reddit: A Platform Built for Engagement

While other platforms chase clicks, likes, and lightning-fast scrolls, Reddit is built for something deeper: actual engagement. Real conversations. Real opinions. Real communities.

With over 70 million daily active users and more than 100,000 active subreddits, Reddit is a place where people choose to participate. They’re not just watching or swiping; they’re commenting, debating, upvoting, asking questions, and (most importantly) sharing what they actually think.

That’s the magic: Reddit users are active and honest. They’re not on autopilot. They’re on a mission to learn, laugh, research, or find their next favorite thing.

On Reddit, it’s not about who can shout the loudest, but who can say something worth engaging with.

Here’s the kicker:

• People come to Reddit to discover, not just be entertained.
• They want to hear real experiences, opinions, and recommendations.
• They trust the community and the brands that show up authentically in it.

If you’ve been stuck thinking ad engagement is dead, Reddit is here to prove otherwise. You just have to show up the right way (and we’ll show you how).

Facebook Ads vs. Reddit Ads: What’s the Difference?

We’re not here to say Facebook Ads are dead. They still have reach, robust targeting tools, and plenty of value in the right strategy. But if you're only relying on Facebook and wondering why engagement is sluggish, it might be time to look at how Reddit does things differently.

Let’s break it down:

Here’s the real difference:

Facebook is about catching eyes. Reddit is about earning attention.

On Facebook, your ad is one of dozens fighting for space between baby photos, local event invites, and whatever the algorithm decides is worthy today. On Reddit, if you’re in the right subreddit with the right tone, you’re part of the conversation.

Facebook is still a great platform for awareness and scale, but Reddit thrives when you're looking for truly engaged users—especially if your brand is ready to show up with a little personality.

The platforms serve different purposes. But when used together strategically? That’s where the magic happens.

Why Reddit Ads Deserve a Spot in Your Strategy

Reddit isn’t usually the first platform in the media plan. But that’s exactly why it’s such a smart move. While everyone else is crowding into the same few channels, Reddit offers a less saturated, highly engaged space where your brand can stand out (without shouting).

Here’s why Reddit Ads are worth your attention and your budget.

Hyper-Relevant Targeting

Reddit lets you target by subreddit, not just general interests. That means you’re reaching people who have already opted into specific topics and conversations. That level of specificity is gold.

Built-in Engagement Culture

Reddit isn’t passive. Users are there to discuss, upvote, comment, question, and share. This means your ad has a chance to spark a conversation. And when you hit the right tone, that conversation can turn into advocacy fast.

Lower CPCs (in many cases)

Compared to other platforms, Reddit Ads often come with lower costs per click, especially when you're targeting niche communities with less ad competition. That means more room to experiment and test creative without torching your budget.

A Feedback Loop You Can Use

Redditors are honest (sometimes brutally so). But that makes Reddit a live focus group for your brand. You can learn what people really think about your messaging or product just by watching how they respond.

How to Make Reddit Ads Actually Work for You

So, you’re intrigued. You see the potential. But how do you get Reddit Ads to work without crashing into a wall of downvotes and snarky comments?

The secret is simple: respect the platform, respect the people, and show up like a human. Here’s how to do that.

Start With Subreddit Research

Before you spend a dime, do some recon. Dive into subreddits that align with your industry or audience. What are people talking about? What tone do they use? Are brands already participating, and if so, how are they received?

Tailor Your Tone

This isn’t the place for stiff corporate speak. Reddit users respond best to authentic, conversational, and occasionally self-aware messaging. If you can be helpful or funny, you’re already ahead.

Use the Right Ad Formats

Reddit offers a few ad types that are particularly great for engagement:

• Promoted Posts: Perfect for storytelling or announcing something new
• Conversation Ads: Designed to spark discussion and gather feedback
• Carousel & Video Ads: Showcase products, features, or even behind-the-scenes content
• Sponsored AMAs: A hybrid of paid and organic that works beautifully when you have a great spokesperson and something worth talking about
  
  

Test, Learn, Repeat

Reddit is a fantastic place to experiment. Try different creative, messaging styles, and targeting layers (like subreddit + location + device). Let performance guide your next steps.

Engage With Commenters

Yes, your Reddit Ads can, and should, get comments. Don’t ignore them. Jump in when appropriate and show you're listening. That kind of responsiveness builds trust fast.

Ad Engagement Isn’t Dead (It Just Moved)

Those watching their engagement numbers drop and CPCs rise aren’t alone, and they’re definitely not doomed. The problem isn’t your product. It might just be the platform.

Because while the usual suspects are starting to feel a little...tired, Reddit is quietly thriving. It’s where people still care. Still comment. Still engage. And for brands that show up authentically, it’s a wildly underrated space to build trust and drive meaningful results.

Now, we’re not saying ditch Meta entirely. There’s still a time and place for broad-reach awareness campaigns. But if you want to earn attention, not just rent it, Reddit deserves a seat at your media table.

Need help figuring out if Reddit is the right move for your brand? Whether you’re testing Reddit Ads for the first time or looking to scale a smart campaign, we’re here to guide you through it. Send us a message today!