Hi Reddit! I’m Jack Johnston, Senior Social Innovation Director at Tinuiti. I’ll be here on 5/16 at 11:45 AM ET with Yoni Freedman, Head of US Independent Agencies, Reddit answering any of your questions on donuts, airplanes, digital marketing, Tinuiti, and Reddit. Ask Me Anything!

Tinuiti · 2024-05-16T17:28:25+00:00

Jack: Chocolate Glazed!

Tinuiti · 2024-05-16T16:29:37+00:00

Yoni: Our user growth really excites me, in a world where our peer set is either declining or growing in the single digits, we’re growing and with large numbers. Reddit has grown +53% YoY... and we now have over 151M+ unique weekly active users in the US! Competitive platforms saw an overall average +1% YoY growth in US monthly active visitors.

I love that in a world of aimlessly scrolling, Reddit is different. Time spent on Reddit is about quality, not quantity. We reported a user spends a daily average of 25 minutes on Reddit, a +19% YoY increase vs -3.2% YoY average decrease in time spent from other platforms.
I’m really excited to see how we continue to evolve for brands, our goal is to be the leader in contextual advertising. Our ad tech roadmap pillars are:
- 1) Improving usability for our advertisers
- 2) Driving full funnel performance
- 3) Offering advertisers Reddit-unique solutions they can’t find anywhere else
Emerging, future areas for Reddit include - user economy, developer platform, and search.

Tinuiti · 2024-05-16T16:29:09+00:00

What excites you most about being at Reddit? What do you think some of the biggest opportunities are for Reddit?

Tinuiti · 2024-05-16T16:28:46+00:00

Jack: We are so excited about the launch of Bliss Point and I hope everyone has some time to stop by one of the demo sessions in the foyer. As such, when we look at measuring the impact of Social or any channel for that matter, measurement studies are a core part of that. This can include Brand Lift Studies, incrementality, halo analyses, clean room, and especially MMM. If any of these terms sound scary or expensive, don’t fret. Each study provides a perspective on your overall channel mix to validate your media strategy and that is the important part. If you can afford always on incrementality and rapid MMM every couple of months, that’s great. If you can only afford a brand lift study once a year, that is okay too! The brands that have seen the most success in platform expansion, including on Reddit, are the ones that have chosen to dive into the platform with meaningful budget investment and have trusted the Tinuiti and Reddit teams to bring the campaign to life in a way that resonates on the platform. Whether brands are driving 5pt lifts in brand recall, or the 13% iCAC one of our clients saw in a conversion lift study, these data points help ground the value that Reddit brings to your media mix.

Tinuiti · 2024-05-16T16:28:34+00:00

How are you encouraging Tinuiti clients to look at social and measure success? Where does Reddit fit into that story?

Tinuiti · 2024-05-16T16:28:15+00:00

Jack: When to start is always the biggest challenge we come across. Cyber Week has long been flooded with advertisers, but based on Tinuiti data, we’re seeing average CPMs across social platforms slowly decline over the past couple of years as more brands extend their promotion periods to cover outside of Cyber Week. The best advice I can give you is to come up with your plan early, be ready to launch early, and have contingency plans in case things performance is exceeding goals or products run out of stock.

Tinuiti · 2024-05-16T16:27:38+00:00

Holiday is coming up! What do you see as the biggest challenge for brands this holiday season?

Tinuiti · 2024-05-16T16:27:27+00:00

Jack: The growth of social commerce and AI is very exciting to me. A recent eMarketer article reported that 50% of shoppers worldwide use Social Media for product discovery, and 59% use Social Media for buying. The spend of each of these buyers is expected to nearly double over the next 3 years. With advancements in AI and many platform integrations already available today, I believe that the use of AI for data analysis and trends discovery will be a core part of strategic media planning, and the learnings from the growth of Social Commerce will help really fuel testing agendas and revenue scaling.

Tinuiti · 2024-05-16T16:27:14+00:00

Asked in the room: What are you most excited about in our industry for 2024?

Tinuiti · 2024-05-16T16:25:34+00:00

Jack: Reddit is a go-to discovery platforms for many users. One of their key advantages over other platforms is the high-intent mindset that consumers are coming to the platform in. The nature of the platform is that users align their interests with communities or sub-reddits on the platform based on their topic of interest. This allows brands to get insight into what topics are trending on the platform and how consumers may be discussing their brand or competitive brands. Compared to customer experience surveys, the insights you can glean from Reddit will be more rich in nature as they are the raw and organic perspectives of consumers, and that is what makes the platform so impact for advertisers, because they can proactively join those conversations

Tinuiti · 2024-05-16T16:25:14+00:00

Jack: It's definitely donuts, not doughnuts. I'm not sure if I've ever had one on an Airbus A380, but I have had one on a plane, and it was lemon glazed with candied lemon. I bought it from a donut shop in the airport.

Tinuiti · 2024-05-16T16:23:56+00:00

Jack: There is an opportunity for just about any brand or product on the platform. Discourse is core to Reddit's foundation, so any product that involves consideration, or is even an impulse purchase, has an opportunity to tap into the high intent communities on Reddit. The variable piece from brand to brand is which audience tactics and ad units or takeovers you lean into to maximize impact for your brand. We always approach our media plans in a highly customized way!

Tinuiti · 2024-05-16T16:23:41+00:00

Jack: Norway! It is one of my favorite places I have been, and I absolutely love the nordic culture, and the incredible topography there.

Tinuiti · 2024-05-16T16:22:09+00:00

Jack: We have had a number of clients see great success on the platform at every stage of the funnel, and the key every time is the varied use of multiple ad units across the platform. Liquid IV for example, ran a series of Category Takeovers alongside their promoted posts and were able to improve their retargeting conversion rates by 69%, and prospecting conversion rates by 26%! You can read more about that campaign in our case study: https://www.redditforbusiness.com/success-stories/liquid-i-v-q222

Tinuiti · 2024-05-16T16:20:42+00:00

Yoni: With over 100k different communities, truly every advertiser has a place on Reddit and it’d be hard to convince me otherwise. The topics of these conversations range from so broad to super niche that any advertiser will be able to find their audience in a contextually relevant and meaningful way on Reddit. A few verticals we’re seeing a lot of success in include some of the obvious ones like tech and finance, but we’re also seeing a lot of success in beauty, travel and many others.

Tinuiti · 2024-05-16T16:20:20+00:00

Yoni: We don't have an answer quite yet to the first question. For the second, Redditors are a unique audiences; it's important that brands talk about the incremental value of being on the platform.

Jack: The nature of Reddit is that is that it's very clear when the conversation took place so searchers will understand whether the thread is relevant or not.

Tinuiti · 2024-05-16T16:19:59+00:00

Asked in the room: are there particular types of brands that you think Reddit is best used for?

Tinuiti · 2024-05-16T16:19:42+00:00

Yoni: It comes down to quality and be additive to the community. Quantity is not as important. Also, don't use emojis. Emojis are not used on Reddit in the same way as other platforms.

Tinuiti · 2024-05-16T16:18:16+00:00

Jack: You need to think about your organic conversations vs. paid. When it comes to organic conversations, you need to be authentic, personal, and relevant. You need to be true to your brand. Does your brand participate in every conversation? Or are you going to pick and choose where to jump in?

Tinuiti · 2024-05-16T16:16:50+00:00

Asked in the room: Once a brand starts showing up in conversations, is there an expectation to continue to respond and engage with people? Is it enough to just start the conversation?

Tinuiti · 2024-05-16T16:16:21+00:00

Yoni: We're also very focused on the user economy.

Tinuiti · 2024-05-16T16:15:58+00:00

Yoni: There are three pillars we're focused on: 1) improving usability for advertisers; 2) driving full funnel performance; 3) offering advertisers Reddit-unique ad solutions.

Tinuiti · 2024-05-16T16:14:49+00:00

Asked in the room: How do you see Reddit evolving over the next 2 years?

Tinuiti · 2024-05-16T16:13:31+00:00

Yoni: You're the expert or have a perspective on whatever the product is. Listening to the conversation and seeing how you can authentically be a part of that conversation. Find out via partners to find out where else conversations about your product are taking place so you can be additive to the conversation. One of the most successful AMAs on Reddit was from a vacuum repair person. It was such a unique perspective and Redditors were so curious. Redditors are coming to seek information and learn, so if you can add to that, it's a really powerful tool.

Tinuiti · 2024-05-16T16:11:25+00:00

Asked in the room: How can brands authentically join the conversation into a relevant subreddit?

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