Advertisers Boost Digital Spend on Growing Reddit Platform

NEW YORK, N.Y. — Advertisers are increasingly channeling their digital ad budgets into Reddit, attracted by the platform’s expanding audience and its rising influence, according to advertising buyers and a recent slide deck viewed by ADWEEK.

Five ad buyers informed ADWEEK that brands are not only increasing their investments on Reddit but are also exploring innovative strategies to enhance their reach on the platform. While some advertisers are focusing on traditional paid campaigns, others are opting for creative approaches.

Many brands are reviving older threads and seeding “organic” posts through platforms like Discord. Additionally, some companies are hiring third-party groups to generate content aimed at boosting visibility in AI models such as ChatGPT and Google’s Gemini, which increasingly reference discussions from Reddit.

This trend highlights how advertisers are adapting to the changing digital landscape, where engaging content from social platforms plays a crucial role in reaching consumers.