Can Reddit's new campaign planner help me understand my customers?
Our take
Reddit added a campaign planner, a 0 to 100% campaign optimisation score and campaign budget optimisation. The planner and score are rolling out to all advertisers through October.
The planner includes Reddit Community Intelligence: engagement insights on how consistently and recently an audience is active, and conversation summaries of the dominant themes across the subreddits you target. Reddit says they are there to inform creative that feels authentic.
Reddit's own figures say campaigns scoring 80% or more saw 19.6% lower blended CPA, and budget optimisation for traffic saw 10% lower CPCs. Those are Reddit's internal numbers.
My read: the conversation summaries are the useful part for a small brand. They are a quick way to see what your customers discuss in their own communities before you write a word.
Do this this week
Open the planner if your account has it, and read the conversation summaries for the subreddits you'd target.
Write down the words and worries that come up, in the community's own language.
Use them in your next test creative and compare it against your usual version.
Treat Reddit's performance figures as Reddit's own, and run your own test before you trust them.
Rather we did it for you? See how we run digital PR for Shopify brands.