The WARC Podcast The rise and rise of Reddit
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Sep 23, 2025 Celeste Wang, a Media insights analyst and lead author on Reddit analytics, highlights Reddit's impressive 49.6% ad revenue growth and its unique conversational style. Ayaz Hussain, the Paid Social Account Director at VCCP Media, shares effective advertising strategies on the platform, emphasizing community targeting and creative ad formats like promoted AMAs. Together, they explore Reddit's evolving landscape and how brands can harness its strengths for impactful engagement.
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Rapid Revenue Acceleration
- Reddit's ad revenue grew explosively after it began publishing figures, reaching 50% growth in 2024 and rapid quarterly increases.
- Celeste Wang notes Reddit crossed $1bn in ad revenue in one year, outpacing peers and defying the mid-size platform trap.
Faster Scale Thanks To Modern Ad Tech
- Reddit crossed $1bn in ad revenue in one year while Pinterest took four years, showing unprecedented speed.
- Walk Media attributes part of this to modern ad tech, programmatic and measurement improvements easing scale.
Conversational Communities Drive Intent
- Reddit's strength is conversational, text-based, human-centric engagement that yields high-intent audiences.
- Users treat Reddit as a knowledge hub and often add 'Reddit' to Google queries to find community answers.