• by Laurie Sullivan  @lauriesullivan, July 26, 2024

Lead Generation Ads on Reddit moved into public beta this week. The ad format integrated with the AI automation platform Zapier to collect "high-quality leads" signaled by opt-in information provided by Reddit users.

Reddit users, through this opt-in process, share information with an advertiser, so they can receive something in return from that advertiser such as newsletters, outreach from a sales representative, or discount codes. Platform usernames and email addresses are used as targeting information as part of the opt-in approach.

While this process aims to create a seamless experience for the platform’s users, Reddit also says it offers advertisers lower cost per lead (CPL) and higher submission rates compared with traditional conversion campaigns.

Reddit also supports mobile-optimized design with auto-populating email fields, and a privacy-focused approach to ensure that user data is handled securely and responsibly.

Integration with Zapier seamlessly send leads directly from Reddit to an advertiser's CRM platform.

About 28% of those using the Reddit platform reported in a 2023 survey they had researched online education programs and subscriptions in the past six months, and 93% said Reddit helps them make more informed decisions when upgrading tech products and devices.

In a HubSpot report fielded in 2023 and released in 2024, aligning sales and marketing is one of the top challenges cited by marketers despite 70% report having “high-quality leads.” Around 75% of marketers believe a personalized experience increases purchases and the likelihood of a contact becoming a repeat customer.

It takes data to successfully generate leads. Some 15% of marketers said they face challenges with generating traffic and leads.

Building connections requires a new way of thinking, with 34% mentioning lead generation as a solution.

During beta testing, advertisers across various industries experienced improvements in lead quality and campaign performance.

LaunchDarkly, a feature management platform that helps software development teams implement and control feature flags, saw a 30% decrease in CPLs and a 25% increase in lead submission rates, compared to their previous conversion campaigns on the platform in early testing.

The speed-to-lead time improvements allow advertisers to quickly qualify leads, automate lead segments, and connect with more than 7,000 applications in their existing tech stack.