Reddit Free-Form Ads: From Concept to Product
DETAILS
In 2018, inspired by the organic popularity of “Megathreads” on Reddit, I pitched a new advertising concept to Google—a holiday gift guide that would replicate this user-driven format. The idea was simple: bring long-form, multimedia storytelling into the advertising space, mirroring the way Redditors already engaged with content on the platform.
SKILLS
Advertising
Product Strategy
Innovation
User Behavior Analysis
The 2018 Google Store Holiday Gift Guide Megathread
The concept was a success, with the initial deal paving the way for adoption across industries, from retail to tech. As advertiser demand grew, so did the need for a scalable solution. What started as a single pitch evolved into Reddit Free-Form Ads—a productized format enabling brands to create immersive, community-inspired posts.
Other brands were quick to take notice and build some of their own!
Reddit launches
Free-Form Ads in 2023
This experience reinforced the value of understanding user behavior and aligning it with advertiser goals. Today, Reddit Free-Form Ads are used by brands worldwide to foster deeper engagement and tell richer stories.
Awards and Press
Ad-Age - Reddit’s new ad format looks like user posts—how it helped a brand feel more like a Redditor
TechCrunch - Reddit introduces a new ad format that looks similar to posts made by users
Reddit says the ad format is inspired by one of the platform’s most popular post types, the megathread, which is a sort of one-stop-shop for discussions about popular topics. Similar to megathreads, free-form ads are meant to help readers get the information they need quickly. The company says the new ad format would be a good way to do things like launch a product or introduce a brand to a new audience.