Reddit unveiled Reddit Community Intelligence, an AI engine for advertising tools, at the Cannes Lions International Festival of Creativity on Monday. This announcement coincides with the social media platform’s 20th anniversary. The company stated the AI engine will provide new advertising tools leveraging years of user discussions.
The AI suite converts over 22 billion posts and comments into structured intelligence, according to the company. Currently, Reddit is testing two advertising products: Reddit Insights, a marketing analysis tool, and Conversation Summary Add-Ons, which adds positive user posts next to an advertisement.
Reddit Insights is described as an AI-powered social listening tool designed to extract actionable insights from two decades of Reddit conversations. This tool functions as a monitoring dashboard featuring analysis tools that enable marketers to explore and compare campaign topics, understand cultural trends, and analyze users’ purchasing journeys.
Reddit Insights provides metrics such as conversation summaries, top subreddits, trends, and top posts associated with a given topic. The toolset also allows users to monitor brand perception.
Video: Reddit
Publicis Media, a French advertising and PR firm, is an early tester of Reddit Insights. Reddit reported that Publicis Media has utilized Reddit Insights to validate creative concepts, conduct competition analysis, identify consumer needs and feedback, understand brand sentiment, and anticipate cultural trends.
New Reddit setting lets users hide subreddit activity
Conversation Summary Add-ons integrate positive user posts about a brand or product underneath an advertisement, accompanied by an AI-generated summary. The company claims this integration delivers “social proof” to expedite consumer decision-making.
According to internal testing, Reddit claims Conversation Summary Add-ons produce a 19% higher clickthrough rate (CTR) compared to standard image ads. Jackbox Games and Lucid are early adopters of Conversation Summary Add-ons.
