Reddit Adds Alcoholic Beverages to Interest Targeting

Some exciting news for beer advertisers. Reddit has finally folded in an expanded targeting parameter for “alcoholic beverages.” This is part of a rollout of a bunch of new interest targets that Reddit announced recently.

Our new and improved interest groups help you better reach audiences most relevant to you. We made interests more granular, and broke many interests into multiple new interests. These new interests shouldn't have any significant effect on your targeting, but if you want to revisit your targeting, you can edit your ad groups - Reddit

Reddit will be expanding from about 66 interest targets to 152. You can check them all out here

So why, as a craft beer marketing firm, do we care?

Previously, if you wanted to run ads for beer on Reddit, you were limited to a few targeting methods which were at best only decent for national brands. You could either target based on a very broad “food and beverage” interest category, which could mean an extremely wide variety of things, or you could try to target the followers of very niche subreddits. For example, the largest subreddit specifically for craft beer is r/craftbeer with about 112K subscribers. Although over one hundred thousand people sounds sizable at first, in advertising terms it’s not much. Especially if you consider that the number comprises a global following. So trying to target local craft beer followers in a city, town, and even a state was just not great.

This new “alcoholic beverage'“ target is more on par with what’s available on the Meta Ads network. It significantly opens up the ability to serve ads to people already interested in drinks like wine, cocktails, and of course beer. Because it’s a blended category across all alcohol, more people will be available within the potential target audience pool. When you start to consider how you can layer in geo-targets and even other interest-based refinements (e.g. outdoor activities, sports, humor, etc.) then the potential starts to look more exciting.

We’re certainly anxious to get a peak at what this really looks like within the Reddit Ads platform. Changes should start rolling out as soon as the next week. We’ll be checking it out for sure!