Reddit is introducing a brand new advert format that appears much like posts made by customers on the platform, the corporate announced on Thursday. The launch comes as Reddit is readying its preliminary public providing (IPO). The brand new advert format, referred to as free-form advertisements, is designed to really feel much like the content material that customers share with one another with the intention to assist advertisers get most engagement. Though the brand new format could also be attractive to advertisers, advertisements that seem like common posts might not be a welcome addition for customers.

Advertisers can use the format to mix a number of media sorts, together with picture, video and textual content with the assistance of ready-made templates. Reddit says the advert format is impressed by one of many platform’s hottest submit sorts, the megathread, which is a type of one-stop-shop for discussions about widespread matters. Much like megathreads, free-form advertisements are supposed to assist readers get the data they want rapidly. The corporate says the brand new advert format could be a great way to do issues like launch a product or introduce a model to a brand new viewers.

Much like different advertisements on Reddit, customers will have the ability to differentiate between free-form advertisements and common posts by way of a “Promoted” label displayed subsequent to the corporate’s title on a submit.

Picture Credit: Reddit

In early testing of the brand new format, Reddit discovered that free-form advertisements outperform all different advert sorts in common click on by way of charge (CTR) by 28%, together with elevated group engagement when feedback are enabled.

“Free-form advertisements give advertisers the flexibleness to construct an advert of any size, utilizing a number of media sorts, with a appear and feel that’s native to the platform,” stated Jim Squires, Reddit’s EVP of Enterprise Advertising and Development, in a blog post. This format encourages a mixture of content material, context and creativity from manufacturers, whereas driving sturdy efficiency and model consciousness.”

The brand new advert format is out there in the present day to all advertisers on Reddit globally through the Reddit Advertisements Supervisor.

As we speak’s announcement comes a number of days after Reddit launched a collection of instruments, referred to as Reddit Professional, to assist companies develop an natural presence on the platform. Reddit is probably going in search of so as to add extra manufacturers to its platform and probably convert them into paying advertisers. The launch marked the primary time that Reddit provided free instruments to assist companies with their social technique.