Back to Basics – Best Practices for B2B Advertising on Reddit
Reddit may not be the first place you think of when planning a B2B (Business-to-Business) ad campaign. The platform can be unpredictable, and its users often push back against anything that comes off as traditional marketing. However, if your message fits the tone of the space, Reddit can be a great place to connect with decision-makers. People turn to Reddit when they’re actively seeking genuine opinions, authentic feedback, and ideas they can use.
Understanding the Platform
Before launching any B2B campaign on Reddit, it’s worth observing how different communities work. Reddit is built around subreddits. Each has its own rules, tone, and frequent contributors. Some subreddits welcome helpful posts from brands. However, others may remove them entirely. Ads that stick to the community’s vibe (i.e., humor, valuable tips, or honest discussion) typically do better. It’s also worth noting that Reddit is the second-largest platform for B2B decision-makers, and many use it to guide future purchases.
Be A Redditor, Not a Marketer
The best B2B ads on Reddit don’t read like ads at all. They sound like they’re written by someone who actually uses the product and cares about the topic. Instead of listing product features, try starting a conversation.
For example: “We created a tool to fix [industry challenge], and we’d love your thoughts.” This type of post is more like a genuine discussion and less like a pitch. It fits the platform, and that’s what makes it work.
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B2B advertising targets other businesses, focusing on logic, ROI, and long-term relationships. B2C advertising speaks to individual consumers, appealing more to emotions, quick needs, and impulse buying.
Transparency = Trust
Reddit users know when they’re being marketed to. They usually don’t mind as long as you’re upfront about it. Sponsored posts are clearly marked, so there’s no point in pretending otherwise. Instead, lean into it. Be honest and transparent about who you are and why you’re there. People on Reddit are more likely to engage when a brand comes across as human.
In fact, 88% of social media users turn to Reddit for purchase decisions, and 76% of users say Reddit content is more honest than other platforms. Additionally, 46% say they’re more likely to trust brands that advertise there, and nearly two-thirds of Redditors would purchase a product if they saw an ad about it on Reddit.
First-Party is Your Friend
Reddit gives you a variety of ways to target the right people. You can target people by subreddit, interest, device, location, and more. Reddit has over 138,000 active subreddits, so it offers unparalleled audience segmentation opportunities for precision B2B advertising campaigns. These types of targeting are especially useful now that other platforms have tighter privacy limits. You can start small with a test budget and focus on a few subreddits that match your audience. Just make sure to A/B test, as some communities may surprise you. Reddit’s ads typically cost less than LinkedIn’s, with CPCs (Cost Per Click) as low as $0.50 compared to $5 or more elsewhere.
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Keep Testing and Keep Listening
Reddit is a unique platform for ads, and that’s a good thing. It gives B2B advertising agencies space to try new ideas, connect with people authentically, and learn directly from the communities they want to reach. With the right approach, your B2B brand can stand out in a place where conversations matter. Stay open to feedback, test different angles, and see what sticks.
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