Reddit has rolled out an exciting new feature: Ask Me Anything (AMA) Ads.
This tool allows advertisers to boost awareness of their AMA events by promoting them before, during, and after they go live.
If you’re looking to maximize attendance, engagement, and visibility for your AMA events, this guide will walk you through everything you need to know to get started.
From creating an organic AMA post to setting up a boosted campaign, we’ll cover each step with examples and actionable tips to help you make the most of this feature.
What Are Reddit AMA Ads?
AMA Ads are designed to amplify the visibility of AMA events by allowing businesses to promote them with ads. Whether you’re building awareness before the event, encouraging participation during the session, or showcasing highlights after it concludes, AMA Ads provide an adaptable approach to engage Reddit’s community-driven audience.
Key Benefits of AMA Ads:
From my perspective, AMA Ads represent one of the most innovative ways for brands to genuinely connect with their audience on Reddit. Having worked on various Reddit campaigns, I can confidently say these features cater specifically to marketers aiming for meaningful engagement rather than just impressions. Here’s why AMA Ads stand out:
Boost Event Attendance: Use dynamic CTAs like “Remind Me” or “Join Now” to drive users to your event. These tools are perfect for ensuring that your AMA reaches not just a wide audience but the right audience—those who are already interested in what you’re offering.
Flexible Promotion Options: Tailor your campaigns to target users before, during, and after your AMA. This adaptability is a game-changer because you can build anticipation, encourage live participation, and even extend the life of your AMA by showcasing highlights post-event.
Enhanced Engagement: From my experience, AMA Ads’ ability to showcase your brand or guest’s expertise drives genuine interactions within niche communities. For example, one of my campaigns targeting r/Entrepreneur saw a 20% increase in traffic by simply engaging authentically with participants during the AMA.
Boost Event Attendance: Use dynamic CTAs like “Remind Me” or “Join Now” to drive users to your event.
Flexible Promotion Options: Tailor your campaigns to target users before, during, and after your AMA.
Enhanced Engagement: Showcase the expertise of your brand or guest, driving meaningful interactions within niche communities.
Step 1: Create an Organic AMA Post
Before you can boost an AMA, you need to create an organic AMA post on Reddit. Here’s how to get started:
Research Your Audience: Identify the subreddit that aligns best with your target audience. For instance, a fintech brand might choose r/PersonalFinance, while a gaming company could opt for r/Gaming.
Join the Community: Make sure you’re a member of the subreddit where you plan to post your AMA.
Create Your Post:
Go to the subreddit and click “Create Post.” Select the AMA option from the menu.
Set the Title: Create a compelling title under 300 characters. Remember, once the post goes live, the title cannot be edited—this title will also appear in your ad.
Add Body Content: Write an engaging introduction and include details about your AMA guest, topic, and event timing. While the title is locked, the body content can be edited later.
Upload an Image (Optional): Reddit recommends a 4:3 ratio for images. Note that images uploaded here will also be locked for the ad.
Schedule the Event: Set the date and time for your AMA, ensuring it aligns with your audience’s activity patterns.
Pro Tip: Include a selfie of the guest or an eye-catching graphic to make the post more personable and engaging.
Step 2: Set Up a Boosted AMA Campaign
Once your organic post is live, you can create a campaign to promote it.
Here’s how:
1. Choose Your Objective
When creating your campaign in Reddit Ads Manager, you’ll have two objective options:
Brand Awareness & Reach: Optimized for impressions, with CPM bidding.
Traffic: Optimized for clicks, with CPC bidding. If your goal is to drive users to your AMA post, this is the ideal choice.
2. Set Up Your Targeting
Define your audience using the following targeting options:
Custom Audiences: Upload customer lists, retarget site visitors, or create lookalike audiences.
Demographics: Target users by location, gender, or device type.
Subreddits and Keywords: Focus on specific communities or keywords relevant to your event.
Exclude Audiences: Avoid irrelevant users by excluding specific subreddits or demographics.
3. Fine-Tune Your Ad Placement
Decide whether to display your ad on Reddit’s home feed, specific subreddits, or both. Keep in mind that the default placement includes both options.
4. Build Your Ad Creative
In the creative section, select your AMA post under the “Organic” tab. The title, image, and post content will appear as they were originally created, so double-check these elements for accuracy and appeal.
Headline: Add a custom headline for the ad that complements the post.
CTA Options: Enable dynamic CTAs, such as “Remind Me” before the event or “Join Now” during the AMA.
5. Review and Publish
Check all campaign settings, from targeting to ad creatives, and click “Publish.” Your AMA Ad is now live!
Dynamic Features of AMA Ads
One of the standout aspects of AMA Ads is their adaptability.
Reddit dynamically adjusts CTAs and messaging based on the event timeline:
1. Before the Event
CTA: “Remind Me” invites users to RSVP for the event.
RSVP Count: Visible only if at least 11 users have RSVP’d, adding social proof to the ad.
2. During the Event
CTA: “Join Now” encourages users to participate in real-time.
Dynamic Messaging: Highlights that the event is live and shares the start time.
3. After the Event
Content: Users can click the post to view top answers and highlights from the AMA.
No CTA: The focus shifts to showcasing valuable content rather than driving attendance.
Best Practices for Boosting AMA Posts
Plan Ahead: Schedule your AMA during peak activity hours for your target audience.
Create Engaging Visuals: Use high-quality images or selfies to personalize the post.
Test Objectives: Experiment with both Brand Awareness and Traffic campaigns to see which delivers better results.
Engage Organically: Respond to comments and questions during the AMA to foster authentic connections.
Leverage Retargeting: Re-engage users who interacted with your AMA post using follow-up campaigns.
Case Studies: How Brands Use AMA Ads
Case Study 1: A Tech Startup Drives Awareness
Objective: Increase attendance for a product demo AMA.
Strategy: Targeted r/technology and r/Gadgets with Traffic campaigns.
Results: Achieved a 30% increase in participation compared to organic efforts alone. This uplift demonstrates how AMA Ads not only drive greater visibility but also create a sense of urgency and excitement within targeted subreddits. For example, during the campaign, the startup noted that RSVP counts significantly boosted social proof, encouraging more users to join. Additionally, dynamic CTAs like "Remind Me" and "Join Now" played a pivotal role in converting casual viewers into active participants, showcasing the effectiveness of Reddit’s unique engagement tools.
Case Study 2: A SaaS Company Builds Trust
Objective: Foster trust and answer user questions about their platform.
Strategy: Promoted an AMA in r/Entrepreneur with a Brand Awareness campaign.
Results: Generated 20% more website visits post-event, driven by engaged AMA attendees. The campaign demonstrated the power of Reddit’s AMA Ads to create authentic engagement. The dynamic messaging feature, which adapts based on the event's timeline, played a critical role. For example, the "Join Now" CTA boosted real-time participation, while the post-event content highlighted top answers, keeping the conversation alive long after the AMA ended. These tools not only attracted a larger audience but also encouraged repeat visits and extended brand visibility within the targeted community.
Why AMA Ads Matter for Brands
Reddit’s AMA Ads empower brands in ways that go far beyond traditional advertising. They offer a unique opportunity to connect with highly engaged, niche audiences in an authentic and meaningful manner.
From my experience, AMA Ads are not just about boosting attendance—they’re a platform for fostering genuine conversations that build trust, credibility, and long-term relationships with your target community.
Showcase Thought Leadership
AMA Ads provide a platform for brands to highlight their expertise and thought leadership. By hosting an AMA, companies can position themselves as industry leaders who are approachable and willing to engage directly with their audience. For instance, a SaaS company discussing cutting-edge innovations during an AMA can establish authority and spark interest among tech-savvy users, driving organic buzz well beyond the event itself.
Drive Engagement Within Niche Communities
Reddit is known for its niche subreddits, where users dive deep into specific interests. AMA Ads allow brands to target these micro-communities effectively.
By promoting an AMA tailored to a community’s interests, brands can spark meaningful discussions.
From my campaigns, I’ve seen that engaging authentically in these spaces can lead to unexpected benefits, such as community members sharing your brand’s message organically.
Boost Event Attendance and Visibility
Dynamic features like "Remind Me" and "Join Now" are incredibly effective at creating urgency and ensuring attendance.
The RSVP count adds social proof, motivating more users to participate.
For example, during a campaign for a product demo AMA, we observed a 30% increase in live attendance when we leveraged these dynamic tools. These features aren’t just functional; they actively enhance the user’s experience.
Generate Long-Term Value
One of the standout aspects of AMA Ads is the post-event potential. Even after the AMA has concluded, the content—including top answers and highlights—remains available for users to explore.
This creates a repository of valuable information tied to your brand, which can drive traffic and engagement long after the initial event. From my perspective, this post-event content acts as a mini-marketing funnel, drawing in users who missed the live session but are still interested in your expertise.
Insights From Experience
In my campaigns, I’ve found that the true power of AMA Ads lies in their ability to humanize brands. Reddit users value authenticity, and AMA Ads provide a space for companies to answer questions transparently and directly.
This approach not only boosts short-term engagement but also fosters a sense of community loyalty that’s hard to achieve on other platforms.
If your brand or clients use AMA events to connect with audiences, consider amplifying their reach with Reddit AMA Ads. With dynamic features, adaptable promotion options, and the ability to engage authentically, this tool can transform your marketing efforts into lasting connections and measurable ROI.
Reddit’s AMA Ads empower brands to:
Showcase thought leadership and expertise.
Drive meaningful engagement in niche communities.
Boost event attendance and generate long-term value through authentic connections.
If your brand or clients use AMA events to connect with audiences, consider amplifying their reach with Reddit AMA Ads. With dynamic features and flexible promotion options, this tool can help you maximize engagement and ROI.
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