Reddit Expands Independent Agency Program To Attract Smaller Brands

Key Highlights

• Reddit is expanding its Independent Agency Program to appeal to smaller brands and level the playing field against larger agencies contracted with holding companies.
• In addition to its agency partnerships, Reddit is improving its Ads Manager with new features to make it easier for advertisers to manage their campaigns and target their audiences.

Reddit, the social media platform with over 100,000 communities, has recently announced the addition of three new shops to its Independent Agency Program and the renewal of its agreement with the first partner. This move is expected to help the company establish its reputation and appeal to smaller brands, who often struggle to navigate the complexities of digital media due to limited resources, knowledge, and scale. 

By working with a wider range of independent agencies, Reddit aims to level the playing field for small-to-medium-sized clients, who often face a disadvantage when competing against larger agencies contracted with holding companies.

Addressing The Challenges Faced By Smaller Brands

The Independent Agency Program is expected to be particularly effective for smaller brands, as the client rosters of independent agencies tend to be dominated by businesses of similar size. 

The program will help Reddit tap into the mid-market and small business segments, which are increasingly important for the platform as it continues to scale its advertising business. Harold Klaje, Reddit’s Chief Revenue Officer, emphasized the value of independent agencies in representing clients of all kinds and sizes.

Reddit’s Ongoing Relationships with Agency Holding Companies

Reddit is expanding its Independent Agency Program while maintaining its existing relationships with agency holding companies. 

• The company partnered with Omnicom Media Group in Canada in December 2022 and in the United States in March 2021. 
• In March 2022, Reddit established a consultative partnership with WPP to develop the platform’s commerce strategy. 

The Ads Manager is also constantly evolving with new features such as: 

1. Campaign creation tools
2. Multi-currency support
3. Improved search
4. Enhancements to bulk editing