Reddit introduces a new native ad format called Free-Form Ads

Reddit introduced on Thursday a new format called Free-form ads which allows advertisers to easily engage on the platform in the same way as the platform’s users. The new format aims to revolutionize how advertisers interact with the platform, offering them a unique opportunity to integrate into the Reddit community’s discourse.

Central to the Free-form ads is Reddit’s “free form” layout, which empowers advertisers to convey comprehensive information using various media types such as images, videos, and text. By leveraging ready-made templates, advertisers can craft immersive narratives that resonate with Reddit users, fostering deeper engagement and connection.

Drawing inspiration from Reddit’s own user-generated content, particularly megathreads, Free-form ads emulate the community-driven discussions that define the platform. Like megathreads, these ads serve as hubs for diverse conversations, inviting multiple users to participate and delve into topics of interest.

What sets Free-form ads apart is its open-ended nature, granting advertisers flexibility to experiment with different creative approaches. This flexibility enables them to curate bespoke brand experiences, spark meaningful conversations, and establish a compelling presence within the Reddit ecosystem.

Furthermore, Free-form ads offer advertisers the opportunity to engage with Reddit’s vast and diverse audience authentically. By aligning with the platform’s conversational style and ethos, brands can forge genuine connections and cultivate a loyal following among Reddit users.

“Free-form ads give advertisers the flexibility to build an ad of any length, using multiple media types, with a look and feel that’s native to the platform,” Jim Squires, Reddit’s EVP of Business Marketing and Growth,said in a blog post. “This format encourages a mix of content, context and creativity from brands, while driving strong performance and brand awareness.”

According to Reddit, during its preliminary testing phase, Free-form ads have exhibited remarkable performance metrics, surpassing all other ad formats with an impressive 28% higher average click-through rate (CTR). Additionally, enabling comments has led to heightened community engagement, further emphasizing the effectiveness and appeal of this innovative advertising approach.

Reddit’s debut of Free-form ads comes as the company is readying its IPO.