Good Morning McCann: Reddit
Last Wednesday, a team from Reddit visited our New York office. They walked us through everything you need to know about Reddit and gave us a sneak peek of their brand new, aesthetically pleasing, redesign. And they also brought breakfast.
Reddit is the 4th most popular website in the United States, meaning a lot of eyes are on the content and ads. People also tend to spend a good deal of time on the site, 18 minutes for the average desktop session and 34 minutes from a mobile device. The Reddit audience has also shifted since they first started in 2005 to be 53% men and 47% women, with the sweet spot for age being 25-34.
So how does Reddit work? When signing up, each person creates an anonymous username, which helps people be more open when asking questions or joining discussions. Everything in Reddit is targeted by interest and within each interest there are many sub-Reddits, so all users can ‘subscribe’ to groups that have topics that interest them. When reading a post, the user can like or dislike a conversation by clicking the up or down arrow. Reddit users can also give out Reddit Gold badges to other users as a reward for their native behavior on the site. This is a $4 badge of honor that is a good incentive for others to engage in conversation with that user because it shows that someone else within the Reddit community vouches for this user’s credibility.
Advertising is very new to Reddit and right now there are three main ways to advertise on the site. First, there is a simple ad buy, where no comments are surrounding the content. Secondly, ads can be placed strategically as a discussion topic. Thirdly, a client can promote an ‘Ask Me Anything’, or an AMA, which is one of the most popular forms of content on the site. In an AMA, an interview occurs between one user and other users can ask questions. When deciding which advertising method is best for a client, Reddit advises that all conversations should add value to the community. Reddit users like when knowledge is shared organically. They also like to have early access or an exclusive insight. Anything new and exciting that can be shared with Reddit users becomes very popular.
If you haven’t been on Reddit, go ahead and create a username and enjoy all it has to offer.