Reddit Launches Paid Advertisements within AMA (Ask Me Anything) Sessions for Commercial Brands.
Reddit Introduces AMA Ads at CES for Brand Engagement
Social media platform Reddit has launched Ask Me Anything (AMA) ads, enabling brands to promote question-and-answer sessions and deepen user connections. The new ad format was unveiled at the Consumer Electronics Show (CES) on January 7.
Typically, AMA sessions involve public figures, experts, or individuals with intriguing stories, but brands can now harness this interactivity to engage with their audience. Previously, some brands have employed AMAs to reach users and lead discussions on a variety of topics.
According to Reddit's research, a vast majority (81%) of users appreciate when brands engage in conversations on the platform, and almost six out of ten Reddit users value brands listening to their feedback. The AMA format provides a unique opportunity for a two-way dialogue between businesses and customers.
Makeup and skincare retailer Sephora served as an early beta tester of the AMA ad format, hosting a session with its beauty directors who responded to questions about gifting, cosmetics, and skincare solutions. The AMA session proved successful, generating more than 1,000 sign-ups.
Emma Harris, lead creative at VaynerMedia EMEA, states that for AMAs to be successful for brands, they must feature legitimate experts offering authentic insights and advice. Harris highlights that Sephora's AMA featuring beauty directors made sense, while promoting an unrelated topic might lead to criticism and trolling from Reddit users, who are known for their vigilance against self-promotion.
In 2017, the AMA session hosted by "Family Guy" creator Seth MacFarlane found its way onto the platform's r/AMADisasters subreddit, with users criticizing him for ignoring questions and using the format to solely promote his latest project.
Aside from the AMA ad announcement, Reddit also introduced its Reddit Pro Trends tool, intended for businesses to track user conversations on any topic. With Pro Trends, marketers can monitor keyword use, brand mentions, and trends in discussions related to their business, helping brands stay informed and engaged with their audience.
By incorporating both paid promotion and authentic community engagement, Reddit's AMA ads serve as effective tools for brands aiming to increase user connections while preserving the platform's integrity. Brands must strike a balance between helpful, informative responses and avoiding overt self-promotion in their sessions to maintain a positive audience reaction.
Brands can leverage the new AMA ad format on Reddit, such as Sephora did with their beauty directors, to engage with their audience authentically and deepen user connections. This interactivity can help businesses build a positive reputation by actively listening to user feedback, as Reddit users appreciate when brands participate in conversations. Additionally, the Reddit Pro Trends tool allows businesses to monitor user conversations and stay informed about topics related to their brand, promoting an ongoing dialogue between brands and their audience.
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