Every day, new social media apps emerge with the intent of going viral. Some are focused on connecting people through personal statuses, some focus on growing business relationships, and others simply provide answers to questions.

A majority of the time, these new social media platforms don’t achieve a large enough user base to leverage advertising in order to fund their continued development, marketing budget, and overall profitability. This becomes the case for most apps, making it virtually impossible for them to survive among the giants.

But then there are times when a social media network grows to millions of active daily users, creating a domino effect that, in turn, makes it one of the most commonly downloaded apps.

Regarding the latter, I’m talking about Reddit: the front page of the internet.

It’s a fitting slogan—Reddit is the 19th most popular website on the internet (6th in the U.S. at the time this blog was published), with over 330 million average monthly active users and 14 billion average page views per month. No matter what industry your target market is in, you’ll likely find potential customers on Reddit.

Sound like a platform brimming with opportunity? That’s because it is—keep reading to learn how you can integrate Reddit advertising into your digital marketing strategy.

The front page of the internet: What is Reddit?

Reddit is a unique social media platform that allows a diverse community of users and interests to come together via posts, comments, and a simple upvote “karma” system that launches the most popular content to the front page. The official Reddit app was launched in April 2016, making it easier for users to find, submit to, and interact with over 137,000 active subreddits—self-moderated forums that revolve around a single topic of interest, like photography, video games, or life advice.

Reddit describes itself as a growing family of millions of diverse people sharing the things they care about the most. That statement could not be more accurate and is the driving force for new advertisers adopting the platform as part of their digital marketing strategy.

It’s unlike any social network we’ve ever seen. The site’s users—Redditors—form a tight-knit community that supports the app and its contributors.

How to advertise on Reddit

Just about anyone can run Reddit ads. In fact, doing so is getting easier and better every year. In March 2017, Reddit redesigned the interface of its ad platform, adding in new metrics and abilities to make the dashboard more useful to advertisers.

To start, you can head over to redditinc.com/advertising/ or click the Advertise link in the sidebar on the home page, both of which take you to ads.reddit.com. From there, you can set up your account and begin building out your campaigns, audiences, and ads.

Reddit ads are broken down into a structure similar to that of the Facebook ads manager:

* Campaign. Here, you decide on your campaign name and objective (which includes metrics such as brand awareness/reach, traffic, conversions, and video views).

* Ad group. In this section, you define your budget, bid, and schedule in addition to your targeting (by location, subreddit, or interest). Interest targeting can be as broad as “animals and pets” or as specific as particular sports, like track & field, or genres of television, like anime, comedy, and so on.

* Ads. This is where you actually create your ad. You can build out your ads using customized ad copy, images, or videos (which can be up to 15 minutes long),