Reddit to Turn Positive Posts Into Ads for Brands

The next time you recommend a product or service to someone in conversation on Reddit, this could turn into advertising for the company. A new feature announcement By the social media site of the International Creativity Festival of Cannes Lions will allow brands to take positive comments published on Reddit and display them directly under advertisements on the platform.

THE functionalityCalled Reddit Community Intelligence, will integrate the conversations that take place on Reddit in the marketing efforts of a company. Thus, for example, an advertisement for Lucid Motors could draw popular threads from users who spoke of their experience with the cars of the company. These messages are organized by AI and displayed directly below the company’s advertising point. Reddit claims that the function tests have led to a click rate of 19% higher than standard announcements.

Which … it’s cool, I suppose, if you are an advertiser. If you are a user, you see ads occupying a little more screen space. And you potentially see your messages and conversations transformed into free advertising for a company. Presumably, if you speak positively about a brand, you may not worry about it if you see it has turned into a marketing campaign. Evidence This is certainly not a new marketing concept and is a cheap and easy way to establish credibility by pressing user comments. Of course, it does not seem that Reddit will give a reduction in these conversions to the Redditors who made the messages in the first place, although one could say that their content leads at least partly to more sales.

During a conversation with Axios on Monday, the CEO of Reddit, Steve Huffman, argued that the functionality benefits from what is already happening naturally on Reddit. “Half of the conversations on Reddit are essentially of a commercial nature,” he said. “It turns out that in all hobbies, within each passion, in all these travel decisions, you decide in a way what to buy afterwards.” A Recent BREW marketing article Underlined that more and more users are looking for Reddit to help decisions, judging it more human and authentic than alternatives such as Google search results. So Reddit is cashed on the trend.

This is the last of a massive monetization effort of Reddit, which would really like to prove that it has a reliable model of growth and income now that this is a listed company. Earlier this year, the CEO of the company spoke a Paid wall functionality for subreddits This would lock exclusive content behind a subscription model, which Reddit would probably make a percentage of the summit to facilitate the transaction.