The average Reddit user in the U.S. spends 30 minutes a day on the platform, with most of that time spent engaging with posts. For advertisers, this means access to high-intent target audiences that are far more likely to convert than on other social media platforms, but only if your messaging fits the conversation.
The good news is that Reddit gives you various ad formats to work with. In this post, we’ll walk through the main Reddit ad types, when to use each one, and the Reddit ad specs you need to know to turn those engaged users into customers.
Why Choosing the Right Ad Format Matters for Reddit
Reddit can be one of the most powerful channels for B2B advertising, but it only works if you’re using the right ad formats for your audience.
The platform is full of professionals and decision-makers who come to research products, share real experiences, and talk through solutions. They’re already in a receptive mindset and are often more open to your message.
The problem is that Reddit audiences hate pushy ads. For your ad to work, it needs to use the proper ad types that fit seamlessly into the conversation. Once you've nailed the proper format, your ads can be extremely rewarding.
For example, in a recent B2B SaaS campaign, we helped a client boost ROAS by 6x and drop CPL by 77% just by dialing in who we targeted and using formats that matched how people were already engaging.
The trick is making the ad appear natural. When your ad shows up, it shouldn’t feel like an ad, but rather the next step in the conversation.
Standard Reddit Ad Types
Reddit offers a variety of different ad types for businesses to use. The most straightforward are the standard formats. These are promoted posts that show in the feed and within individual conversations within subreddits. There are currently seven standard Reddit ad types available.
Image Ads
Image Ads show up across the Reddit feed and within conversation threads, appearing like regular posts with a strong image, a clear headline, and a call to action.
What sets these apart from typical feed ads on other social media platforms is that they stay part of the conversation. People can share, upvote, or comment on them just like any other post, so they don’t break up the feed or feel overly salesy.
Image Ads are also great for testing your core messaging.
In a recent multichannel marketing campaign, they helped us attract high-intent users and cut CPL by 87%. Then, when we rolled the ad out across other channels, it became our best performing content, leading to a 7x increase in leads and $80,000 in pipeline in just three months.
Ad Specs
- Headline: 300 Characters
- Supported Formats: JPG, PNG, GIF
- Max File Size: 3MB
- Recommended Aspect Ratios: Square (1:1), Landscape (4:3)
- Recommended Resolution: 1200 x 1200px (Square), 1200x900px (Landscape)
- Thumbnail: Displays at 400x300 pixels
- Max Thumbnail File Size: 500KB
- Destination URL: Required
- Display URL: Optional
- Comments: Optional
- Call-to-Action: Optional
Strengths
- Feels less pushy and more native
- Easy to test messaging and creative
Weaknesses
- Limited storytelling compared to video or carousel
- Can feel static without context or strong copy
- Not as eye-catching as other ad types
Video Ads
Video Ads autoplay with the sound off, which gets people curious enough to tap for audio or open it up. They work well for anything from quick six-second teasers to longer explainers, depending on what stage of the funnel you’re targeting.
These ads are a solid pick for product demos or short case study clips that show real results and help people connect with your brand. Reddit supports square, portrait, and wide formats with different frame rates and aspect ratios, so it’s easy to drop in videos you’ve already used on other social platforms.
The best part is that your video still acts like a regular post. People can upvote, comment, or share it, which keeps everything feeling natural and right in the flow of the feed.
Ad Specs
- Headline: 300 Characters
- Supported Formats: MP4, MOV
- Max File Size: 1GB
- Recommended Aspect Ratios: Square (1:1), Landscape (4:3)
- Recommended Length: 0:05-0:30s
- Maximum Length: 15:00 minutes
- Frame Rate: Up to 30 FPS
- Thumbnail: Displays at 400x300 pixels
- Max Thumbnail File Size: 500KB
- Destination URL: Required
- Display URL: Optional
- Comments: Optional
- Call-to-Action: Optional
Strengths
- Strong engagement in feed
- Works well for product highlights, short info ads and case study snippets
- Educates users about product or service
Weaknesses
- Videos are less common on Reddit (Easier to identify as an ad)
- May underperform if the video doesn’t match the community tone
Carousel Ads
Carousel Ads let you show off anywhere from two to six swipeable cards, mixing multiple images and short videos in a single ad unit. They’re great for breaking down a step-by-step process, comparing product tiers, or highlighting different use cases without cramming everything into one image.
Because users have to swipe through, they usually stick around longer. That extra time often means more interest and better results.
Carousel testimonial ads have been some of our most successful campaigns in B2B. In the B2B SaaS case study mentioned above, these simple testimonial carousels helped us build social proof and cut our cost per signup by 63%
Ad Specs
- Headline: 300 Characters
- Caption: 50 Characters
- Images: 2-6 images
- Supported Formats: JPG, PNG, GIF
- Max File Size: 20MB per image (3MB per image for GIFs)
- Recommended Aspect Ratios: Square (1:1), Landscape (4:3)
- Recommended Resolution: 1200 x 1200px (Square), 1200x900px (Landscape)
- Thumbnail: Displays at 400x300 pixels
- Max Thumbnail File Size: 500KB
- Destination URL: Required for each card
- Display URL: Optional
- Comments: Optional
- Call-to-Action: Optional
Strengths
- Great for multi-step breakdowns or product comparisons
- Swipe interaction increases time spent on ad
- Strong retargeting performance
Weaknesses
- Can underperform if card order isn’t optimized
- Requires more creative assets
Free-Form Ads
Free-Form Ads are the best ad type when you want your message to feel natural on Reddit. They look almost the same as regular posts, so they blend into subreddit discussions without coming across as obvious promotions.
This format is also the most versatile. You can combine text, images, GIFs, and videos to craft a message that fits the community you’re targeting. It’s an easy way to join the conversation and guide it in the direction you want.
Ad Specs
- Headline: 300 Characters
- Caption: 50 Characters
- Max Body Text: 40,000 Characters (Preview displays 850 characters)
- Images: Up to 20
- Supported Image Formats: JPG, PNG, GIF
- Max File Size: 10MB per image
- Recommended Aspect Ratios: Square (1:1), Landscape (4:3)
- Recommended Resolution: 1200 x 1200px (Square), 1200x900px (Landscape)
- Videos: Up to 5
- Supported Video Formats: MP4, MOV
- Max File Size: 1GB
- Max Frame Rate: 30 FPS
- Thumbnail: Displays at 400x300 pixels
- Max Thumbnail File Size: 500KB
Strengths
- Blends seamlessly with subreddit content
- Highly customizable
- Great for building trust or starting conversations
Weaknesses
- Not as visually engaging by default
- No built-in swipe or form functionality
Product Ads
Product Ads pull images, pricing, and descriptions straight from your catalog, turning them into posts that look and feel a lot like a small storefront inside Reddit. They’re a solid pick for software companies that want to lay out different plan options or for e-commerce brands that need to show off multiple products in the same spot.
These ads work best for B2C campaigns and are most effective when you combine them with subreddit or keyword targeting. That way, you’re putting your offer in front of people who are already comparing choices and looking for what you have to sell. It’s a simple way to meet potential customers right where they’re doing their research.
Ad Specs
- Headline: 300 Characters
- Product Description: 40,000 Characters
- Price Information: Automatically updated from catalog
- Supported Formats: JPG, PNG
- Max File Size: 20MB
- Recommended Aspect Ratios: Square (1:1), Landscape (4:3)
- Recommended Resolution: 1200 x 1200px (Square), 1200x900px (Landscape)
- Thumbnail: Displays at 400x300 pixels
- Max Thumbnail File Size: 500KB
- Destination URL: Required
Strengths
- Showcases multiple products in one ad unit
- Feels like a mini storefront
- Works well in research-driven communities
Weaknesses
- Limited customization beyond catalog setup
- Less engaging for storytelling or service-based offers
Lead Generation Ads
Lead Generation Ads let people fill out a form on Reddit without ever leaving the platform. This makes it easy for them to share their info while they’re still interested, which helps cut down on drop-off and often leads to higher conversion rates for both B2B and B2C campaigns.
They’re a good option for grabbing demo requests, newsletter sign-ups, or early sales inquiries when someone’s already in research mode and comparing their choices. By keeping everything right on Reddit, you remove extra steps and make it simple for prospects to reach out.
Strengths
- Captures leads without leaving Reddit
- Native lead form has high conversion rate
- Perfect for retargeting warm audiences
Weaknesses
- Can have problems with lead quality from form submissions
- Requires solid creative to build trust fast
- Not ideal for TOFU traffic or low-awareness offers
AMA Ads
AMA Ads let you sponsor an “Ask Me Anything” where your team jumps in and answers live questions from Reddit users. It’s a straightforward way to have real conversations and show prospects what your brand is all about.
These sessions help build trust because people get to see your unfiltered responses, and the thread sticks around long after the AMA is over. You can also run them in subreddits that match your industry, so you’re talking to exactly the right crowd.
Ad Specs
- Headline: 300 Characters (Must be written from host’s POV)
- Max Body Text: 40,000 Characters
- Profile AMAs: Requires Reddit Pro Account
- Community AMAs: No Pro Account Required. Moderation Handled by the Community.
Strengths
- Builds awareness and trust with engaged communities
- Drives organic visibility long after the event
- Works well in specialized subreddits
Weaknesses
- Requires active moderation and real-time team involvement
- Risk of off-topic or challenging questions
Choosing the Right Placement for Your Reddit Ads
Picking the right ad type is only part of the equation. You also need to think about where that ad will show up. Reddit gives you a few different placement options, and each one changes how your creative looks and how people interact with it.
Some placements give you more room for visuals. Others are tighter and better for text-first content. Getting this right can make a noticeable difference in performance.
Feed Placements
Feed placements are what most people think of when they picture Reddit ads. These show up in a user’s main feed, either on the homepage or inside subreddit threads, mixed in with regular posts. Feed ad placements come in two different layouts: Compact and Card. Each one handles space differently, so you need to optimize your image size and layout for the display.
Compact Ad Placement
Compact ad placements are tight, minimalist feed ads that appear on the old Reddit layout. Because there’s limited visual space, this format works best with clean and concise creative.
Square images usually display best here. The compact layout doesn’t leave much room for visuals, so sticking to a clean 1:1 format helps your ad show up clearly without crowding the feed. It’s not the place for carousels or heavy design work, but if your message is sharp and your creative is focused, it’ll still land well.
Specs:
- Platform: Old Reddit (Desktop only)
- Aspect Ratio: 1:1 (Square)
- Recommended Formats: Image Ads, Free-Form Ads
- Thumbnail Display: 400x300px
Card Ad Placement
Card placements are larger and more visual. These show up across New Reddit on both desktop and mobile. You’ll get more real estate to work with, which makes this format a good match for landscape images, carousels, or short-form videos. On desktop in particular, 4:3 layouts tend to look sharper and allow for longer captions and richer visuals.
To keep your creative looking good across both desktop and mobile, it’s a good idea to use a landscape image with a square thumbnail. That way, your ad adjusts cleanly no matter where it shows up in the feed.
Specs:
- Platform: New Reddit (Desktop and Mobile)
- Aspect Ratio: 4:3 (Landscape) or fallback to 1:1
- Recommended Formats: Video Ads, Carousel Ads, Image Ads
- Thumbnail Display: 400x300px
Conversation Placements
Conversation placements are a bit different. These appear directly inside comment threads, between the original post and the first few replies. The goal here is to feel like you’re part of the discussion rather than showing up as a separate promotion.
People in the comment threads are usually digging into details or comparing options, which makes this a strong spot for lead forms, carousels, or free-form ads that speak to something specific. Carousel and video formats tend to do especially well here since they give users something to engage with without breaking the flow of the thread.
Specs:
- Platform: Comment Threads (Desktop and Mobile)
- Aspect Ratio: 1:1 (Square)
- Recommended Formats: Lead Gen Ads, Carousel Ads, Free-Form Ads
- Thumbnail Display: 400x300px
High-Impact Reddit Ad Offerings
Once you’re comfortable running standard Reddit ads, you might want to look at some of the platform’s high-impact options. These placements aren’t really new ad formats but exclusive packages that give your brand much broader reach. They’re a bit more involved and usually mean working with Reddit’s team for managed advertisers.
If you decide to go this route, it’s a good idea to team up with a Reddit Ads agency that knows how to align these campaigns with your overall Reddit Ads strategy. That way, your ad spend works toward targeting the right audience with the right messaging to drive meaningful results.
Reddit Takeover
A Reddit Takeover is the perfect option for brands looking for broad coverage quickly. This is because it provides full, platform-wide visibility across the front page, top feeds, and major Reddit communities for an entire day.
These premium packages include
- First in-feed ad placement
- Banner ads across the front page of Reddit
- Trending units on the Popular feed and Search.
- Trending page promotion
- Vertical video add-on (optional)
Of course, this type of total coverage also comes with a premium price tag. But the massive reach and huge spike in brand awareness it can generate is well worth the investment.
Still, to save your budget, it's best to reserve these full-platform takeovers for rolling out a big launch, running a major promotion, or trying to own the conversation for the day.
Category Takeover
A Category Takeover is a bit more targeted. Instead of providing full coverage, this type of takeover lets you lock down all the ad spots within a specific topic or interest area on Reddit for 24 hours. These packages include:
- First in-feed placements for promoted posts within target communities
- Tailored conversation placement ads
- Top banner and sticky banner placements
While visibility is not as broad as a Reddit Takeover, these ad packages let you narrow in on those communities that are most likely to benefit from your offer.
As a result, these types of takeovers are especially useful for niche products or services that naturally tie into specific communities. It provides a comprehensive, short-term burst of brand awareness in the areas where it will have the most impact.
First View
The ad that has the most impact on a user's experience is often the one they first see upon loading the app or its most popular pages. This is exactly what Reddit's First View ads let you target.
By placing you right at the top of the user experience, these placements ensure your ad is not lost somewhere further down the page, making it more influential and likely to convert.
These can be some of the most powerful ad placements, especially when you pair them with strategic ad formats. It is a great way to elevate already performing ads to improve CTRs and conversions.
Tips for Choosing and Optimizing the Right Reddit Ad Types
Reddit is built on real conversations and tight-knit communities, so your ads need to fit the space. Here are a few tips to help you get it right and begin reaching high-intent audiences without blowing your budget.
- Match the format to the subreddit. Some communities like detailed posts, so free-form ads work best. Others respond more to visuals, making image or carousel ads stronger picks.
- Think funnel first. Start with ads that build trust, then follow up with lead gen or product ads once prospects are warmed up.
- Mix it up for retargeting. Change formats after someone engages. A testimonial carousel or lead form can pull them deeper without repeating the same message.
- Use the right aspect ratio for the placement. For desktop, landscape formats (especially 4:3) perform best in feed placements. For conversation ads or mobile, stick to square (1:1) creatives.
- Always use square thumbnails. Regardless of the main image size, a square thumbnail ensures your ad displays cleanly across all placements.
If you want a closer look at how we tie ad types to budget, targeting, and conversions, check out our full guide on Reddit Ads best practices.
Need Help Running Different Reddit Ad Types?
Picking the right Reddit ad types isn’t just about running ads. It’s how you actually show up in the places your audience cares about and move them closer to working with you. Done right, it can be one of the most effective ways to drive real leads.
That’s what we do at InterTeam. We build Reddit campaigns that fit how the platform works and how your buyers think, so you get more qualified leads without wasting budget.
Curious what that could look like for your brand? Book a free strategy call and we’ll walk you through it.
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