Reddit VP Reveals that Reddit Users Welcome Brand Interactions

As social media platforms compete for advertisers’ attention, Reddit’s VP of Ads Product – Jyoti Vaidee – recently discussed the AI-driven interest-based targeting solutions on the AdExchanger Talks podcast. According to Vaidee, 60% of Reddit users welcome brand participation in their communities – a far cry from the usual vitriol that ads and brand accounts get on many other platforms.

Reddit’s interest-based ad targeting focuses on users’ interactions with platform content, allowing brands to engage audiences based on demonstrated interests rather than direct product relevance. For instance, a yoga brand may discover that users interested in organic food are also inclined to engage with their ads.

This cross-interest targeting broadens the scope for advertisers, offering a valuable tool for social media platforms looking to refine their ad strategies. Reddit is also investing in AI to refine ad targeting and optimize placements, giving its advertisers more control over how their ads are created and used without needing to make every single tweak or adjustment manually.

While Reddit is often overlooked in favor of other social media platforms, the ability of brands to properly engage with the site’s relevant subreddit communities is a powerful one. With more than half of the platform’s users actively welcoming brand participation, Reddit could become far more important for many advertising campaigns in the future – as long as said brands can integrate into how each subreddit’s community behaves.