The social media platform Reddit has announced that it is testing a new carousel ad format. Under this feature, which is currently being shown only to select users in the US but has potential to be rolled out further, users who search for product-related queries on Reddit may be served an assortment of products selected by AI, alongside forum results.
In its 20-year history, Reddit has evolved from a simple message board into a primary engine of discovery, with over 80 million people using the platform’s search function each week. Indeed, many large language models (LLMs) – which themselves are redefining brand discovery – rely heavily on Reddit for sources of data and training, given the crowdsourced nature of its recommendations.
While Reddit was initially slow to adopt ads, sponsored content has become more prominent in recent years. Should the trial of carousel ads prove successful, it could provide another means of delivering high-impact impressions for brands seeking to nudge consumers throughout their purchase journeys.
