Amongst the oldest social media platforms, Reddit accumulates billions of views every year with 52 million daily active users. Reddit users are loyal and highly engaged.

Here’s how brands can leverage Reddit’s power:

Strategy – Content and subject matter are the main focus of Reddit and users have an eye for identifying marketing messages. Brands need to think beyond conventional ad delivery to create a powerful campaign. Create messaging that starts two-way communication or provides information about a very specific topic. Reddit requires strong content ideation and an agile strategy to work.

Community – 42% of all Reddit users are between 18-24 years of age and spend an average of 16 minutes on the platform. Reddit’s upvote functionality is a key reflection of human gratification psychology. Content and creativity that resonates with this young audience will get picked up almost instantly, generating votes and comments.

Content – Reddit supports all types of content, but videos and external links are very popular. Due to the popularity of external links, content producers have an amazing opportunity to create powerful clickable content that redirects traffic from Reddit to their own properties.

Advertising – Reddit offers multiple ad types for its users. Ads are sold on an auction model where advertisers can bid or compete for impressions. Options include CPM (cost per thousand), CPC (cost per click), and CPV (cost per view) bids or takeover ad units that facilitate buying real estate on the platform in exchange for branding. Either way, Reddit offers a comprehensive targeting mechanism to make the most of your ad investment.

(This is the last of 10 Digital Digest articles, provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. To see the full series, click HERE.)