How conversation placement works

The inventory, exactly#

Between comments on conversation pages plus deeper discussion surfaces, on mobile and desktop. Reddit reports 42 per cent of average user time spent inside conversation threads, which makes this the densest intent on the platform. Creative specs follow the underlying format; a 400 by 300 thumbnail is recommended for the compact render. Reddit conversation page plus the conversation deck hold detail and strategy.

Feed plus conversation#

Buy them together. Reddit reports campaigns using both feed and conversation saw 83 per cent higher brand awareness than feed alone: the same message meets browsers and researchers in their respective modes. Split reporting by placement for the first fortnight so the thread contribution is visible rather than blended. Then fund the winner without starving the assist.

Keyword pairing#

Keyword targeting is the natural partner: ads placed beside discussions containing your terms, inside the threads those terms built. Use conversational multi-word phrases, exclude broad terms, and keep keyword ad groups separate from community groups so the read stays clean. Method: keyword targeting. Carousels were redesigned for this surface so every card is viewable and clickable in threads.

Creative at thread size#

Thumbnails shrink beside live discussion, so simplicity wins: clean visuals, minimal text, legibility at a glance. Landscape assets may display uncropped in the rebuilt units, but design for the small render and treat anything text-heavy as a feed-only asset. Clever creative needing six seconds of attention will not get it here; thread readers grant about one. Data: image creative data.

The one exclusion#

The Video Views objective cannot use conversation placement, full stop. Video creative can serve in threads under other objectives, but view-optimised buying stays in feed. Plan around it: choose the objective or the placement first, then build. Objective mapping lives in Reddit format-by-objective and objectives guide.

Putting conversation into practice#

Duplicate the winning feed campaign into conversation placement this week with thread-sized thumbnails and keyword pairing. Split reporting by placement for a fortnight, compare CPA and comment quality, then fund the winner without starving the assist. Threads convert researchers; feeds convert browsers; most accounts need both.

Watch comment sentiment on thread placements daily at first: thread readers reply more than scrollers, and early replies shape the room verdict. Speed matters more here than anywhere. Monitoring: comment management and keyword targeting.

Frequently asked questions#