Reddit launches free-form ads to connect organically to users

Reddit has launched free-form ads, a unique-to-Reddit ad format with a "free form" layout that is designed to look and feel similar to the ways Reddit users engage with each other on the platform.

The "free form" layout will allow advertisers to share in-depth information with Reddit, combining multiple media types, including image, video and text using ready-made templates. 

Jim Squires, EVP of business marketing and growth, said free-form ads will give advertisers the flexibility to build an ad of any length, using multiple media types.

"This format encourages a mix of content, context and creativity from brands while driving strong performance and brand growth," he said.

"Free-form ads are unique to Reddit and its one-of-a-kind communities. As we continue to invest in our ads product roadmap, it's important to draw from what people love most about Reddit and create opportunities for businesses to be a part of that."

Just Eat Takeaway (known as Menulog in Australia), Kraft Heinz and Leica are among the first brands to adopt the new ad system, with early tests from Reddit seeing free-form ads outperform all other ad types in average click-through rate (CTR) by 28%, as well as increased community engagement when comments are enabled. 

Free-form ads are available now to all Reddit advertisers globally via the Reddit Ads Manager.

This week, The Guardian reported that Reddit is seeking a valuation of about $6.5 billion at its imminent flotation on the New York Stock Exchange.

The company said in a corporate filing that it planned to raise up to USD$748 million by selling 22 million shares valued at around USD$30. 

This isn't the first time the social media platform has applied for an IPO. In 2021, the company did so confidentially but delayed its move because of poor performance by technology stocks.