Reddit rolls out AI ad tools to turn user conversations into marketing insights
Reddit has launched new artificial intelligence (AI) advertising tools designed to help brands engage more effectively with the platform's vast user discussions. The announcement came during the Cannes Lions International Festival of Creativity as Reddit marked its 20th anniversary. The company revealed that its new AI engine, called Reddit Community Intelligence, will transform years of user-generated content into useful insights for marketers.
The new AI-powered tools are still in early testing stages and include Reddit Insights and Conversation Summary Add-Ons, according to the company. Both tools aim to harness the collective intelligence from Reddit's billions of posts and comments to offer marketers data-driven ways to improve their campaigns.
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Reddit Insights functions as a social listening platform, which gives advertisers access to key metrics and analysis drawn from two decades of conversations on the site. It provides a dashboard where marketers can explore topics, track trends, and review popular posts within relevant subreddits. This tool will also help brands assess consumer perceptions and monitor cultural shifts that affect purchasing decisions.
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Publicis Media, a major advertising firm, is one of the first testers of Reddit Insights. According to Reddit, Publicis Media used the tool to refine creative ideas, conduct competitive research, gather user feedback, and identify emerging trends.
Furthermore, the second tool, Conversation Summary Add-Ons, enhances ads by displaying positive user comments about the brand or product directly beneath the advertisement. An AI-generated summary of these comments accompanies the display to provide what Reddit calls 'social proof.' This feature aims to boost consumer confidence and speed up decision-making.
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On the other hand, Reddit claims that internal tests showed ads using Conversation Summary Add-Ons achieved a 19 percent higher click-through rate than standard image ads. Early adopters of this feature include game developer Jackbox Games and the US electric vehicle company Lucid.
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