Reddit launched an in-house creative agency to help brands farm “karma,” which is the point system that users of the site rely on to show appreciation for content—and ads. The more “karma” a post receives the higher it appears on a given subreddit, which are the communities that make up Reddit.
On Thursday, Reddit announced the creation of the internal creative marketing team called KarmaLab, which has already worked with brands like Samsung and Snickers to create ad campaigns tailored for the site.
Reddit has had a “creative strategy” team before, but the new unit is meant to formalize how the company works with marketers that are interested in reaching its 52 million daily users. A lot of advertisers are still unsure how the site works, though. Resonating on Reddit can be a good way for a brand to hone its skills communicating with an online audience that speaks in a language of obscure memes and acronyms.
For instance, when Samsung wanted to promote 5G data speeds, it created a campaign asking the Reddit community to “ELI5” the technology. Reddit users understand “ELI5” to mean “explain like I’m 5,” which is their way of asking to dumb-down technical subjects, a favorite genre on Reddit. There is a subreddit devoted specifically to “ELI5” breakdowns.