Prime Highlights:
- Reddit is experimenting with a new feature that puts positive user comments below ads to drive more engagement.
- The feature involves AI-created sentiment summaries and has been piloted by brands such as Jackbox Games and Lucid.
Key Facts:
- The new “Conversation Summary Add-ons” shows a scrollable section of positive community posts right below ads.
- It employs insights from Reddit’s 22 billion comments and posts via its Reddit Community Intelligence system.
- Reddit also introduced “Reddit Insights,” an AI-powered real-time campaign and audience analysis platform.
Key Background
During the Cannes Lions International Festival of Creativity, Reddit revealed two significant ad innovations intended to improve how brands engage with its community. The highlight of the event is a fresh alpha feature named “Conversation Summary Add-ons.” This feature enables advertisers to show a selected set of quality community posts right below their ad creative. These posts are paired with a short AI-created summary of the overall sentiment of the comments, providing prospective customers with an even more natural and genuine experience of the product or brand advertised.
Reddit hopes that this format will make ads more real by interweaving real conversations among communities, as opposed to showing promotional material in vacuum. Brands such as Jackbox Games and Lucid are already testing this feature, allowing Reddit to try out the functionality and influence.
The capability is backed by Reddit Community Intelligence, a back-end platform that structures Reddit’s enormous repository of more than 22 billion posts and comments. The platform is intended to provide advertisers with structured, actionable information about what individuals are saying, how they are responding, and where positive sentiment is naturally emerging. By tapping into actual community response, Reddit hopes to provide marketers with an opportunity to scale up organic support for brands.
With this tool, Reddit has also introduced “Reddit Insights,” a live social listening platform designed for advertisers. It uses AI to deliver in-depth insights on metadata, trends, and community behavior. These can be used by marketers to make campaign decisions, see what people are saying about them, and make creative adjustments to their strategy using live data.
Both aspects are the fruits of Reddit’s larger efforts to transform itself into a friendlier platform for marketing without diluting the authenticity that characterizes its user base. Through these AI-driven additions, Reddit is establishing itself as a prominent force in the field of digital advertising with the goal of providing ad experiences that are not merely effective but also consistent with the way people actually interact on the site.
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