Is Reddit an appropriate channel for reaching B2B audiences? 

As a Reddit partner, we’ve been using the channel to target niche content aimed purely at niche audiences.  The platform’s growth means it is becoming worthy of consideration for B2B Marketers 

What is Reddit? 

Reddit is a social platform that combines a forum-style structure with voting systems to create an engaging and participatory experience. At its core, Reddit allows users to post content, comment, and vote, shaping what becomes popular on the site. The platform is divided into thousands of communities called subreddits, each focused on a specific topic. One of Reddit’s defining features is its upvote and downvote system. Posts and comments that resonate with users rise in visibility, while less engaging content sinks.  

Is it used much? 

Yes.  Reddit has experienced significant growth in recent years with 73.1 million daily active users (DAUs) Q4 2023 growing further in 2024 to 91.2 million in Q2, marking a 51% year-over-year increase.  (source: Reddit Financials) 

Geographically, the US accounts for approximately 51.75% of Reddit’s user base, followed by the United Kingdom at 7.15% and Canada at 7.09% and it indexes higher with younger age groups, and English speakers.  As more and more of Generation Z reach roles where they make decisions, we anticipate it’s influence will grow.  

Is it used by B2B audiences? 

We’re seeing more B2B audiences appear, often using Reddit to seek advice or solve problems.  The platform boasts that 68% of Redditors are not on LinkedIn.  This suggests a bias towards a consumer audience but as volumes lift, and with niche subreddit led targeting, the concentrated b2b communities are on this platform. 

Research into our most common audiences shows some particularly notable subreddits.  We wanted to list them to help you get more familiar with the platform: 

 There are several niche subreddits too, particularly on subjects such as IT testing, fire safety equipment and data lakes.      

 Our advice?  Find the/a subreddit/s that covers your niche and start to follow it now. 

What are the advertising options today? 

•  Interest targeting: based on content audiences have interacted with.  Context targeting in short 
• Community targeting: the communities they are part of 
• Keyword targeting: those users engaging with threads containing specific keywords, creating hyper-relevant context.  

 In addition, data provider Liveramp provides further options via APIs. 

 Worth adding to your channel mix? 

 As an agency who targets a niche, Reddit has been part of our channel mix for a number of years.  Our conclusion is that it is all about niches, and matching subreddits to super-targeted content.  We anticipate further relationships with companies like Bombora which will open up a range of ABM company/email match targeting, and it is at this point that we believe Reddit could challenge other existing channels like LinkedIn for B2B targeting.  

Mark Gillam

Analyst and Planner

Mark leads our performance marketing team spanning campaign planning, creative, activation and reporting. What he doesn’t know about MarTech is not worth knowing. You’ll find him working in the family pizza restaurant on the weekend too.