Why Reddit Ads Deserve a Spot in Your Media Mix

When most marketers plan their paid media strategy, Reddit isn’t usually the first platform that comes to mind. Google? Of course. Meta? Naturally. But Reddit? That’s usually followed by a pause and a “Wait…people advertise there?”

Yep, they do. And they’re starting to see some serious results.

Reddit has quietly evolved from an internet underdog into a powerhouse of influence. Whether it’s skincare stans dissecting ingredients, tech lovers debating the latest gadgets, or foodies obsessing over fast food fries, Reddit is where real conversations happen. And increasingly, it’s where purchase decisions start.

Add to that an increasingly refined ads platform with robust targeting, community-level placement, and ad formats that blend seamlessly into the feed, and you've got a compelling case for adding Reddit Ads to your media mix.

Below, we’re walking you through why Reddit Ads are worth your attention and how to use them wisely. Because when done right, Reddit Ads can be the unexpected MVP of your media mix.

Reddit by the Numbers: Why It's Worth Paying Attention

Reddit may not be the flashiest platform in your media mix, but it’s quietly built a compelling case for itself.

As of 2025, Reddit sees over 70 million daily active users and is home to 100,000+ active communities, lovingly known as subreddits. And these aren’t just random forums collecting digital dust. These are passionate, active spaces where people come together to talk about everything from their favorite fast food hacks to financial advice, travel tips, and everything in between.

What makes Reddit interesting from a marketing perspective is how intentional its users are. They don’t just scroll and bounce. Instead, they read, research, comment, and genuinely engage.

At BFO, we like to think of Reddit less like a traditional social platform and more like a discovery engine. It’s where people go to learn, explore, and connect with communities that match their interests.

So while Reddit might not have the glossy ad formats of some other platforms, it offers something arguably more valuable: a space where real conversations and influence happen.

Built-In Audience Targeting Without the Creep Factor

Sometimes, ad targeting on some platforms can feel a little too…accurate. Like when you mention something out loud and suddenly it’s in your feed? Yeah, we’ve all been there.

Reddit takes a different approach. And honestly, it’s kind of refreshing. Instead of tracking every move a user makes across the web, Reddit Ads lets you target people based on the communities they choose to be part of. That means you’re reaching people by interests, not just past behaviors or mysterious data trails.

Want to connect with Chicago restaurant superfans? There’s a subreddit for that. Looking to reach budget-conscious college students, plant parents, or folks obsessed with meal-prepping? There are subreddits for all of those, too.

The beauty of subreddit-based targeting is that your ad can show up in a place where it actually makes sense, where it feels like part of the conversation rather than an interruption. When placed thoughtfully, Reddit Ads can blend in with the content people are already engaging with, which means they’re more likely to be seen and acted on.

BFO Tip: The key to success here is respecting the community vibe. Reddit users are famously protective of their spaces, so tone and relevance matter. But when you get it right? You’ll build trust and drive results.

Ideal for High-Intent, Research-Driven Buyers

Reddit isn’t where people go to zone out. It’s where they go to figure stuff out.

These days, Reddit is often part of the research phase. In fact, many users are already in consideration or decision mode when they’re scrolling through threads, asking questions, and reading reviews from people they trust (aka: other Redditors).

This makes Reddit an ideal place to reach high-intent, research-driven buyers. These are the kind of users who don’t just click on an ad because it’s flashy, but because it’s useful and part of a conversation they’re already invested in.

And if your product or service is niche? Even better. Whether you're marketing a SaaS tool for small businesses, a new supplement, or a platform built specifically for software engineers, there’s definitely a subreddit for that. Probably several.

So instead of casting a wide net and hoping for the best, Reddit lets you connect with people who are already interested and looking for answers. Show up with the right message at the right moment, and you’ll help them make a decision.

Creative Matters: How to Make Ads That Don’t Feel Like Ads

If you’ve spent any time on Reddit, you know the community has a sixth sense for spotting anything overly promotional or out of touch. Pushy sales language? Corporate jargon? Big “corporate” energy.

But that doesn’t mean ads don’t work on Reddit. It just means you’ve got to meet users where they are, and that starts with tone.

On Reddit, tone is everything. The most effective ads sound like they were written by a real person, not a marketing team in a conference room. Think: helpful, conversational, and a little self-aware. If you can speak Reddit’s language with authenticity and a touch of wit, you’re already ahead of the game.

And when it comes to content, it’s all about value. Consider sharing a behind-the-scenes look, a clever how-to, or even just something that makes people laugh. Redditors respond to content that respects their time and intelligence.

Bottom line? If your ad feels like something a Redditor might upvote, you’re doing it right.

Budget-Friendly Testing Ground

Here’s a little secret: Reddit Ads can stretch your budget further than you might think.

In many cases, cost-per-click (CPC) on Reddit is lower than what you'd see on Google or Meta, especially when you’re targeting niche communities or testing new ideas. That makes it a great option for marketers who want to experiment without burning through their media budget.

Reddit’s flexible ad platform lets you start small, tweak often, and learn fast. It’s a smart place to try new angles and gather real-world feedback from people who aren’t shy about telling you what they think (Redditors will absolutely let you know).

Even better, it’s a powerful complement to your broader strategy. You can use Reddit to validate messaging before a big campaign launch, uncover new pain points, or explore how a specific offer resonates in different communities.

We see Reddit as a sandbox for insight. It’s a place where you can observe audience behavior in real time and walk away with learnings you can apply across your entire media mix.

If you're looking for a smart, cost-effective way to experiment, Reddit might be just the channel you didn’t know you needed.

Give Reddit a Seat at the Table

Look, we’re not saying you need to ditch Google or Meta. Those two have their place in a well-rounded media mix. But if you’re looking to reach highly engaged audiences, spark real conversations, and test messaging in a budget-friendly way, it might be time to pull up an extra chair and give Reddit a seat at the table.

Curious if Reddit belongs in your media mix? Let’s find out together. At BFO, we’ll help you figure out if Reddit Ads make sense for your brand. And if they do, we’ll build a strategy that fits the platform and your goals. Ready to talk? We’re all ears (and upvotes).