Creative Best Practices
Whether you're trying to write headlines that drive performance or make assets that are upvote-worthy, here are some best practices to get your ads Reddit-ready.
Do you learn better by watching? Watch the next video or check out other tutorials on the Ads Formula.
Headlines
We completed a study of over 100,000 ads to figure out what has the greatest impact on conversion lift and cost per action (CPA).
Here are the top ten features that drive performance in order of importance.
Your headlines don't have to include every feature to perform well on Reddit. Adopting just three can help improve your conversion rate by up to 12%. 1
Keep it short and engaging
While redditors love to read and discover, they appreciate—and engage with—ads that get to the point.
We recommend limiting your headlines to 150 characters or less but don't cut quantity to sacrifice quality.
Mix things up with some variety
If you're running a campaign with multiple assets (which we recommend), keep at least a third of your headlines unique for better performance. You don't need to make them completely different—simple tweaks in phrasing, character count, and CTA are great ways to test and learn.
We recommend refreshing headlines every three to four weeks.
Mention your brand's name
Headlines including its brand's name saw an average conversion rate lift and CPA improvement of 6.5%. This seems like an easy one to do, but more than half of the measured headlines didn't mention the brand.
Speak to users
Using second-person pronouns like “you” and “yours” is a great way to connect with redditors and make your products feel more personal. Bring them into your message by telling them how your products can help them. And since Reddit is the #1 source for personalized advice and recommendations, aligning your tone can help you see real results. 2
Give directions with a clear call to action (CTA)
Don't just tell redditors what you're selling and why they should care—tell them how to get it or what you want them to do now that they've seen your ad.
We recommend shaping a clear CTA around the When, Where, or How to get your goods and nudge users into action.
Grab attention with a question
Want to drive performance for your Reddit ad? Try this one simple trick!
Lead with a question to instantly engage with your audience around something they can relate to and position your brand or service as the answer.
Create urgency with a time frame
Nothing fuels the lower funnel like FOMO. Spotlight a time frame if you're offering something specific to a holiday, season, or date to drive action.
Say how much with clear price points
Customers want to know how much things cost, whether for a car or a cup of coffee. Eliminate the guesswork and make your clicks more intentional by including a specific price point.
Speak in first person
Humanize your message and form a more authentic connection with redditors by speaking the way they talk to each other.
Use data to support your value proposition
Redditors love to learn. Back up your reasons with interesting factoids, reviews, stats, or specs on what you're selling.
Creative assets
A headline is only half the story. Here are a few tips to ensure your creative cuts through other captivating content.
Set up your creative with specifications in mind
Different ad types have different requirements, and we strongly recommend brushing up on them before working on your creative. Learn about our ad unit specifications.
Add text and captions to media
Ads are a visual medium, and providing media with text significantly increases the chance of a positive outcome.
Also, since mobile redditors often have sound off or might be in situations where audio is difficult to hear, we recommend adding closed captions to your video whenever possible.
Showcase your brand
Like on other platforms, having clear branding drives a positive impact across all campaign objectives.
Place your logo in the top-left corner
Since Reddit is feed-based, redditors' eyes are naturally drawn to the top-left of posts—right where usernames and community names appear. By adding your logo there, you can immediately establish brand awareness, ensuring viewers recognize your content at a glance.
Make your branding clear
Clear branding helps your ad stand out and perform best. For video, we recommend showing your brand within the first three seconds.
Polish your ad but keep it authentic
Redditors don't like “sneaky” ads and appreciate ads that are authentic to the platform. Static ads with a polished aesthetic communicate intention and improve the likelihood of positive results.
Prioritize mobile
Reddit is a mobile-first platform, with 76% of users browsing on a mobile device. 3 Building for mobile and maximizing its real estate is crucial to your campaign's success. See our ad unit specifications for recommendations.
Experiment with longer video
Video ads can be successful at many different lengths. Try experimenting with different durations to find your sweet spot. Not too long, though—videos longer than 30 seconds tend to be less effective.
Show your product
Show how your product works. Show it being consumed. Give redditors a reason to buy. It's more effective at encouraging viewers to purchase.
Reinforce your call to action
Including a CTA in your creative satisfies redditors' need for information and transparency. It makes ads more efficient while increasing brand equity and lower funnel conversions by inspiring action.
Test different creative ideas
Try running variations of your ad with different headlines, formats, colors, and styles. If you're running a video, try different aesthetics and see what works for you.
Footnotes
1 Reddit Internal, December 2024
3 Reddit Custom Survey, US Looking Ahead, n=1000, A18+, Aug 2023
3 Reddit internal data, Global, Q3 2024
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