When you’re planning what channels you’ll use in a digital ad strategy, it’s easy to fall back on the usual suspects: Google, Meta, maybe YouTube or LinkedIn depending on your audience.

But there’s one platform that almost never makes the list, and that’s a mistake.

Reddit is full of high-intent, hard-to-reach audiences. But most advertisers don’t touch it, either because they don’t understand how it works or they’re afraid of the format. That’s exactly why we made it a priority to learn the ins and outs – and we’re officially Reddit Ads Certified.

So let’s talk about why Reddit deserves a spot on more media plans and how we’re helping clients use it to reach the people that other platforms miss.

Most Brands Don’t Get Reddit – That’s the Advantage

Reddit has a reputation. It’s chaotic. It’s blunt. It’s user-driven. And that scares marketers who are used to polished platforms and brand-safe filters.

But underneath all that is a massive opportunity: Reddit users are in it. They’re engaged. They’re asking questions. They’re reviewing products. They’re debating decisions.

It’s like showing up in the world’s most active focus group — if you know how to do it right.

What Makes Reddit Ads Different

Reddit’s targeting is built around communities — actual conversations grouped by topic, interest, or shared obsession. Instead of vague “interests” or algorithmic assumptions, you’re placing ads in front of people who have chosen to be part of a specific discussion.

That might be parenting, skincare, home security systems, golf clubs, fertility, finance, you name it. If it’s a niche, there’s a subreddit for it. Many subreddits aren’t necessarily a niche space, but rather a place for sharing and discovery overall. /r/buyitforlife is a subreddit for discussing products that are practical and made to last. r/What is full of posted images from people trying to figure out what something is. r/todayilearned is a place for knowledge sharing tidbits for anything you’ve just found out. People are giving raw, unedited opinions, real-life-experience advice to one another, and generally having fun learning and talking and sharing about almost every topic you can imagine coming up in life.

A few things that make Reddit advertising stand out: 

• It’s contextual: Your ads show up in or next to real threads, not just a random feed.

• It’s transparent: Reddit users hate inauthenticity — so you’re better off being direct.

• It’s moderated: Contrary to outdated assumptions, Reddit has solid brand safety tools.

• It converts: People use Reddit to research, not just scroll. That’s high intent.

Why Now? Because Your Competition Isn’t There Yet

Reddit’s user base is growing, but it’s still not oversaturated with ads. That’s a rare combo.

The platform has also come a long way from its “wild west” days. Ad tools are better. Targeting is smarter. Formats are more flexible. And they’ve even created an official certification program — which we completed to make sure we know what we’re doing before running a single dollar of your budget.

Long story short: Reddit’s ready for prime time, even if most advertisers haven’t caught on yet.

Want to see what the ads that are on Reddit look like? Check out their inspiration tool where you can see limitless, currently-live ads and filter by industry, placement type, objective, budget, and more: https://ads.reddit.com/inspiration

Arc is Reddit Ads Certified

Our team completed Reddit’s full certification process — which covered everything from how to target and build campaigns to what kind of messaging actually works with Reddit users (hint: leave the buzzwords at the door). 

That means we know what works, what gets you roasted in the comments, and how to set up campaigns that actually perform.

When Reddit Makes Sense

We don’t pitch Reddit to every client. It’s not a fit for every campaign — and that’s part of what makes it so powerful when it is the right match.

Here’s when we lean in:

• You want to reach a very specific audience that other platforms can’t quite pin down.

• You’re selling something that requires research or explanation — users are already asking questions.

• You’re trying to connect with enthusiasts, skeptics, or early adopters — the kind of people who are really into your category.

• You’re tired of ads that feel like wallpaper — and want to show up in relevant context.

Let’s Talk Reddit

Reddit isn’t for everyone. But if you’re looking for a fresh angle, a high-intent audience, or just a platform your competitors haven’t figured out yet, it might be worth a test. In some cases, Reddit even offers a matching ad credit for spend on a new ad account to make it worth your while, which we can help you take advantage of.

And since we’re Reddit Ads Certified, we can help you launch with confidence, avoiding common missteps like tone-deaf creative or broad, sloppy targeting.

Want to talk through what a Reddit campaign could look like for your brand? We’re happy to walk you through it.