You never get a second chance to make a first impression. That quote from Will Rogers hits especially hard when you’re running ads on Reddit.
Reddit isn’t like other platforms. It’s not polished like Instagram, fast like TikTok or aspirational like Pinterest. It’s real, raw and fiercely community-driven. That means your creative can’t feel like an ad. It needs to feel like it belongs.
Too many brands focus only on media buying and targeting—and forget that what matters most is how their ad looks, sounds and feels in the feed. This blog breaks down how to tailor your creative for Reddit, with best practices that help your Promoted Posts stand out without standing out too much.
TL;DR: Reddit is brutally honest. If your ad feels out of place, users will ignore—or mock—it. To win here, you need creative that blends in with the community, speaks their language and earns attention with authenticity.
Let’s dive into what makes Reddit ad creative work—and what will get you downvoted fast.
Why You Should Advertise on Reddit
Reddit has over 500 million monthly visitors and some of the most actively engaged communities on the internet. But unlike other platforms, Reddit isn’t a place where users passively scroll—it’s where people go deep. They research purchases, ask real questions and seek out honest opinions. That creates a huge opportunity for brands that are willing to meet them there with relevant, respectful and native-feeling ad creative.
Here’s what makes Reddit especially valuable from a creative standpoint:
- Context-rich targeting: You can reach users based on specific interests, subreddits and conversations—so your creative doesn’t have to be generic.
- Low competition, high intent: Many brands still underestimate Reddit. That means more space for standout creative and lower CPMs compared to platforms like Meta or Google.
- Brutal feedback = creative gold: Redditors won’t hesitate to call out lazy ads, which makes it the perfect platform to test authenticity, tone and creative alignment in real time.
- Fewer bots, more real people: Because Reddit is heavily moderated, there’s less spam and bot activity than on other platforms. That makes feedback and engagement more honest—and more useful for refining your message.
If your brand values creative testing, audience alignment and staying ahead of the curve, Reddit should be part of your paid media mix.
Plus, if you want to talk about numbers… Reddit also offers a cost advantage that’s hard to ignore. Because it’s still underutilized by many brands, CPMs and CPCs tend to be lower than on Meta, TikTok or YouTube. That means you can test more creative angles and messaging without blowing your budget.
What Kind of Ads Can You Run on Reddit?
Reddit gives you several flexible ad formats to work with, which means you can tailor your creative to more naturally match the user experience. The main formats include:
- Image ads: A single static image paired with a headline. Great for simple value props, product visuals or meme-style hooks that blend into the feed.
- Carousel ads: Multiple images users can swipe through. Ideal for storytelling, showing product benefits or comparing features.
- Video ads: Short-form video that auto-plays with sound off. Use this to demo a product, show reactions or repurpose UGC in a way that feels organic.
- Text + link ads (free-form): This looks like a Reddit post, with text, links or embedded media. It’s perfect for a more native feel—think explainer copy, testimonials or conversation starters.
Each format has its strengths, but they all share one rule: Don’t look like an ad. Whether you’re running a product carousel or a short video, your creative should match the tone and style of the subreddit you’re targeting.
Now that you know which ads you can run on Reddit, let’s check out some creative best practices. Because yes, Reddit is different from the other platforms—so your ads need to be tailored for it.
#1 Build for Reddit
Here’s something that shouldn’t surprise you: Most Redditors are scrolling on their phones. In fact, 75% of global users access Reddit via mobile. So if your creative isn’t optimized for mobile, you’re missing the mark before your ad even loads.
But a mobile-first approach isn’t just about shrinking your desktop designs. It’s about using your creative real estate strategically—from size to subtitles—to deliver a seamless, scroll-stopping experience.
Here’s how to get it right:
📐 1. Use the Right Aspect Ratio
If you want to take up more screen space (and get more attention), go for a 4:5 aspect ratio for your videos and images. It’s the sweet spot for mobile real estate—and Reddit research found that 4:5 video can lower 28-day CPA by 54%.
That said, 1:1 can still work great for image ads, so don’t be afraid to test both formats depending on your message.
✍️ 2. Include Text Overlays
🎥Redditors don’t mind reading – but don’t make them work too hard. Don’t be afraid to use text in your ads, but do it with text overlays added to images and videos, not long blocks of text. Overlays can help you get your point across quickly, especially in fast-moving feeds. Bold headlines, tight copy and meme-style formatting are some ideas for your creatives.
🔇 3. Add Closed Captions
Reddit is a sound-off platform by default. Most users scroll in silence, so if your video relies on voiceover alone, it might go completely unheard. Adding closed captions makes sure your message still lands.
TL;DR:
Mobile-first isn’t optional on Reddit. Use 4:5 formats, clear text overlays and closed captions to make sure your creative works with the platform—not against it.
#2 Be a Brand
Unlike other platforms, Reddit actually wants you to be a brand. Just don’t pretend you’re not one.
Redditors are smart—and they value honesty. So if your creative tries to blend in by being too native or too informal, it can backfire. Instead, lean into being a brand with confidence, and do it with transparency and authenticity. The brands that perform best on Reddit show up clearly and consistently, without over-polishing or over-selling.
Here’s how to brand your Reddit creative the right way:
🏷️ 1. Brand Name
Make sure your brand name is visible early. This isn’t the place for bait-and-switch storytelling or clickbait hooks. Reddit users appreciate when they know upfront who is talking to them.
🔲 2. Logo Placement
The top left corner is your golden spot for static image logos. According to Reddit, placing your logo here drives 2.4x more positive brand awareness outcomes than hiding it or skipping it entirely. For video, you’ve got more freedom: Test watermarks, early logo reveals or branded intros—but always try to show your branding within the first 3 seconds.
🎨 3. Aesthetics
Don’t overdo the polish. Reddit isn’t Instagram. Match your aesthetic to the subreddit. Lo-fi, real, even meme-adjacent design can work brilliantly—so long as it still feels intentional and on brand.
TL;DR:
You don’t need to hide the fact that you’re a brand. Reddit users expect honesty. Use smart logo placement, authentic tone and subtle branding to build trust and drive better performance.
#3 Show & Tell
We’ve talked about showing up as a brand, but now let’s dive into how to really tell your brand’s story to Redditors.
✂️ 1. Keep Headlines Brief
Even though you can go up to 300 characters for your headline, shorter is sweeter for in-feed posts. Headlines over 150 characters tend to reduce campaign impact and efficiency. So keep your headline punchy, then let your creative assets fill in the rest of the story.
PRO TIP: if you use Reddit native slang, that’s a blast.
🎥 2. Experiment with Longer Video
When it comes to Promoted Videos, you don’t have to stick to the 15-second rule. In fact, longer videos (up to 60 seconds) can be super effective, especially when you’re telling a compelling brand story or showing product benefits. However, be mindful that videos longer than 60 seconds might not perform as well for lower-funnel goals like mobile installs, so experiment to find your sweet spot.
🛍️ 3. Show Your Product
Redditors want to see how your product works—not just hear about it. Whether you’re showing how it’s used, explaining the benefits or simply making the case for why it’s a must-have, showing is far more powerful than just telling.
Videos that demonstrate how a product is consumed or used can shift attitudes and boost purchase intent.
💡 4. Experiment with Deal Messaging
Don’t forget to capture attention with limited-time offers, discounts or exclusive deals. Redditors love a good bargain, and adding deal messaging to your headline or assets can create a sense of urgency—and get your audience to take action.
TL;DR:
Keep your headline short, try out longer videos for storytelling, always show your product in action and don’t hesitate to experiment with deals.
#4 Be Native
Demonstrate your knowledge of Reddit with callouts to specific subreddits, users or themes. Redditors love recognition (especially karma)—so acknowledge them with words, imagery and nods to the platform.
The best way to do it? Incorporate redditisms—acronyms often used by the community, like these ones:.
| TIL | Today I Learned |
| ICYMI | In Case You Missed It |
| IYKYK | If You Know, You Know |
| TL;DR | Too Long, Didn’t Read |
| AMA | Ask Me Anything |
| AMAA | Ask Me Almost Anything |
| IMO | In My Opinion |
| PSA | Public Service Announcement |
Using these acronyms in your headline will definitely catch Redditors’ attention.
#5 Be Prescriptive
Don’t forget to be clear when it comes to taking the next step. You’ve captured attention, sparked interest and maybe even a laugh—but now what? Without a clear what’s next, even the best ad can fall flat.
This is where your Call to Action (CTA) does the heavy lifting.
📣 1. Always Add a CTA
Whether it’s “Shop the collection,” “Install the app” or “Get your discount,” a clear CTA helps connect the dots between your message and the action you want people to take.
Your CTA can go in your headline, your creative or both. Think of it as your final nudge—an invitation to keep engaging.
🎯 2. Match Your CTA to Your Goal
Make sure your CTA lines up with your campaign objective.
- Launching a new product? Try: “Explore the collection.”
- Driving installs? Try: “Download now.”
- Capturing leads? Try: “Sign up for early access.”
- Running a promo? Try: “Use code for 15% off.”
🎞️ 3. Reinforce It in Your Video
If you’re running Promoted Videos, include your CTA in the video itself, not just in the caption. Why? Because ads that visually reinforce the CTA drive 1.4x higher lift in brand attribution, according to Reddit research. That’s a simple tweak with a big impact.
A good CTA isn’t pushy—it’s clear, helpful and respectful of your audience’s time and attention. And on a platform that values honesty and transparency, that goes a long way.
TL;DR:
Don’t leave people guessing. Give them a clear next step (or CTA) that aligns with your goal and reinforce it in your creative for maximum results.
TIL How to Advertise on Reddit
Now you know: Advertising here isn’t about blasting polished ads into the void. It’s about joining the conversation, being real and giving people something worth stopping their scroll.
From building mobile-first creatives to showing up as a brand (without pretending not to be one), Reddit rewards advertisers who respect the platform’s tone and values.
So, what’s your next move?
✅ Make your ad feel native
✅ Be honest and direct
✅ Tell a good story
✅ Show your product
✅ And always guide users with a clear CTA
Whether you’re launching a product, promoting a deal or just testing the waters, remember: Redditors are smart—and they reward brands that act like it.
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