Reddit's new paid ads look exactly like user posts

ForgottenFlux@lemmy.world to Technology@lemmy.world – 1343 points –
Reddit's new paid ads look exactly like user posts
zdnet.com

Calling them "free-form ads," Reddit said the new advertisements are its most native format ever, designed to look and feel like community content shared by real people.

The ads, meant to mimic the site's megathreads, will enable advertisers to utilize a variety of formats in one post, including images, videos, and text.

According to numbers from Reddit, free-form ads got 28% more clicks than all other types of ads on the site and saw a jump in community engagement.

The next time you see an interesting post in your Reddit feed, take a closer look - because it might just be a paid advertisement.

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I like how they try to sell the idea that tricking users is in fact a nice and innovative way to advertise

And that the "increased community engagement" isn't mainly comments of people complaining about being tricked into clicking on an ad.

The moderation effort required to clean up these ads must be massive.

I am sure that in the first iteration they did not remove the "Report" function, but those suckers learn fast

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"we could just lie to people" is an advertising tactic somebody always comes up with. It's a Rubicon that absolutely shreds customer goodwill, though.

Assuming, of course, it isn't already shredded.

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If it's not already the law, it needs to be. It should be required that paid advertising be disclosed in all contexts.

Paid ads should not only need to be marked, but noticeably different in a timeline. Something obvious like a different post color.

Twitter fits ads in the middle of content and just puts a little tiny "Ad" in the upper corner (on mobile at least) and at a glance scrolling through you can't tell it's an ad, other than all of their ads now being for some shady mobile game that lies about how it looks or crypto in various forms. Those should be required to have a different color background than actual user posts, not just a size 8 font "Ad" in the corner of the post on a 3.5" screen.

In fact, let's make it impossible to implement well, let's take a page out of the NHTSA handbook and require the "Ad" text to be a specific real world size like they do with the car warning lights. Make them figure out what size it needs to be for various screen sizes and display DPI if they want to shove ads in the middle of content like it was user posts.

I think what YouTube does would be sufficient. There's a noticeably different video progress bar colour (yellow instead of red) and a large "Skip Ad in __" in the corner, plus the advertiser information on the side.

Reddit could do this by putting a "Paid advertisement" watermark in the corner or putting "Advert" where the upvote/downvote buttons are and colouring it some noticeable colour, like yellow, and I would be satisfied with that.

Pretty sure this is not legal in many countries. Adverts must be at the very least labeled as such, like Google does with a tiny almost unnoticeable label.

In my country TV ads are explicitly marked with text in one corner

In the US, most TV commercials are so obviously TV commercials that they don't label them. Some TV stations do have bumpers they air when the TV show goes to break and comes back from break.

I stopped watching local news when they started having the anchors pitch to ads like they were just another news item.

In my country, paper press as to identify when something looks like an article, but it's an ad.

In another article they post a photo of an example from reddit and it does say promoted next to the post title. So there's something there because there is an FTC law saying ads must be disclosed. Obviously they want to obfuscate that it's an ad as much as possible though so who knows how that'll change.

Like so:

Annoying and all that, but something pretty common in most social media sites I see nowadays. I quickly learn to filter anything with that label out as junk.

That's already the case in at least the Netherlands.

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My first subreddit to get banned was one dedicated to pointing out obvious ad campaigns.

"How do you do, fellow redditors? Pray tell, of all the Dodge Ram variants, which one is your favorite, and what make it your choice as a discerning American patriot?"

And I bet it was banned before the infamous subreddit about underaged girls or even before bans of incel network

If was that post jail bait but pre incel ban wave if I recall correctly. They said it was targeted harassment/brigandine bc all the posts specifically named the accounts pushing each campaign.

I honestly find it impressive how Reddit continues to find new ways to enshittify the platform

I honestly find it impressive how quickly the word "enshittification" is brought up in Lemmy comments

(/s, but we do talk about it a lot here)

You mean like Linux?

I use Ubuntu, btw

Is it really enshittification if you can just turn it off if you don't like it? Adding useless features alone doesn't seem to be enshittification to me- it's when those useless features become inescapable where the problem lies.

I mean, I'm here specifically because of enshittification. Had reddit actually gotten better over time, I'd still be there; but every year came with another handful and anti-user bullshit. Finally threw my hands up, said fuck it, deleted my account, and started scouring the internet for an alternative. Eventually stumbled into Lemmy and haven't had a reason to look back.

......I don't think my story here is especially unique, either. Seems just about everyone here is a pissed off ex-redditer, so enshittification is hot on all of our brains.

People who don't care about enshittification, or who don't think about it specifically in connection to Reddit, aren't here because they're using Reddit instead.

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Why does that dude have his own Wikipedia page lol, and why is it so long

Because he's been a well known author for two decades?

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Who didnโ€™t see that coming?

Obligatory fuck spez

Fuck spez

I was curious about the "Philly cream cheese" campaign example they mentioned. I assume it's this post.

The top reply is trolling them, which is awesome. So much for increased engagement.

But even funnier is the next top reply, which seems sincere. But when you look at the user profile, almost all of u/sunshinedogger's comments in the last year are on sponsored posts. So even the positive engagement is manufactured?

Dang good catch on the second user, I wouldn't have noticed since I usually don't look at people's profiles.

It's kind of funny that reddit will become this chamber of advertisers making posts and fake users "engaging" while the real people all migrate to lemmy.

Absolutely, you cannot trust reddit content anymore. If anybody wants to still visit the site, I recommend you buy and AdBlock Gold subscription, which you can get at half the price now. Link and discount code in my profile

Ublok Origin on Firefox works great, and is free.

Discount code available for half the price of free!

Weren't they also caught using AI bots to drive up engagement in some subreddits, too? (I think it was supposed to be some of their subreddits in foreign languages or something.)

Did you really think all those positive comments were genuine? I almost puked reading the first few.

I live in the Midwest, and I've actually seen a few of those on plates at potlucks. It is indeed disgusting.

Man, reading this post nearly gave me a headache. I hate it when brands try to act all 'hip and cool'.

Help us fill this thread with ways you use PHILLY Cream Cheese that shouldnโ€™t be deliciousโœจ but are โœจ

Yes, something about cream cheese freshly squeezed straight from the brick really does hit different. Why let a little packaging get between you and your PHILLY, am I right?

Shut up brand. Shut the fuck up brand. Jesus Christ

When it's a social media manager acting like an actual human, it's one thing (like when the person running the Moon Pie account roasted the guy for telling them they were wasting their life), and the non-profits are almost always awesome at this (follow libraries, seriously). But if you're trying to write something relatable and your brand guidelines won't let you write about it in the way a normal human would (all-caps "PHILLY," writing "searching with Google" instead of "googling," ยฉยฎโ„ข spam, etc) you've already lost.

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"Just like the megathread," an announcement reads, "free-form ads encourage multiple users to come together, get the information they need, and deep dive into the topic at hand." Reddit explained that the open-ended nature of these ads will give advertisers more freedom to explore creativity and, hopefully, to start conversations with users.

Enshittification to the extreme....

Hahaha, whatโ€™s your problem, come on, letโ€™s just dive into the topic of how delicious Snickersโ„ข bars are and what a great value they are too!

I hear Snickers is making smaller candies at the normal price.

But still packed with peanuts! Snickersโ„ข really satisfies!

Hey, you seem like you're having a hard time. You're not you when you're hungry. Have a Snickers.

Years ago you used to be able to comment in ad threads. And most people were just calling the ad out on its bullshit. So they stopped allowing comment replies in those threads.

This will somehow be different?

Yeah, I remember those fun times. See an ad post, look up their scandals on Wikipedia, post about those scandals in the comments...

There's no way this will work unless they lock down those posts. If they want something that looks like organic engagement with comments that don't ruin the brand, it can't work anything like the rest of Reddit. They'll have to have corporate moderators who remove any post that is even slightly challenging to the brand, because otherwise those will be the ones getting upvotes.

to start conversations with users.

Sounds like great fun for trolls.

Reddit's new paid ads look exactly like user posts

So what's new?

I'll tell you what's new, pal. The McRib Megaburger, at McDonalds. It's nutritious and delicious at just $7.99 or $9.99 with fries and a drink of your choice as long as you don't want a milkshake or anything with actual sugar in it.

Wow. Everyone, ignore this guy, he's also an ad.

Instead, you should hop on over to your local Chevy Dealership and ask about test driving the all new 2025 Tahoe. Drive one home today for less than $2,000 down!

Whenever I'm stressed out about too many ads, I take Fark-It-All. Ask your doctor if Fark-It-All is right for YOU.

This.

I tried Fark-It-All and it legit helped me reduce my stress level a lot. After Amazon drove up its Ads I felt I realy couldn't take it any more. And since there is literally nothing you can do about ads, neither on reddit nor on Amazon, I looked for other options. And what can I say? Taking some Fark-It-All brings the fun back into funding, hypercapitalist corpations trough engaging with Ads. I highly recommend Fark-It-All, even if you just feel like you could potentialy be stressed out a bit by Ads. I've heard a lot of realy positive feedback on taking it preventative.

No /s, it realy is the shit. Just try it out and see for yourself.

It even happens in RL conversations, say, with people who bought stock of a big company subtly (or they think it looks so) recommending it.

Why has that sponge been shilled so heavily? I see it being marketed on TikTok of all placesโ€ฆ

Because they have a creative marketing department who knows the cheapest ways to market things are to make it look like it isnโ€™t marketing.

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Right? Been that way for quite a while. One of the main reasons I refused to use the app.

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"28% more clicks" Yeah cuz ppl thought they were actual posts not ads lol

Yep, advertiser don't care how they got those clicks. They just want the numbers to go up so they feel like their "investment" is doing something. Tricking people into thinking it's user content, showing half naked girls for a dumb mobile gambling game, showing fake products... they don't care. Advertisers only have one thought: "Hurr Durr Numbers Go Brr"

Do you know what's also getting more clicks than last year at this time and the year before? Lemmy!

This feels like something that would be illegal in the EU. I have no idea if it actually is.

It's illegal here in Germany. Ads need to be clearly recognizable as such.

So they will serve different frontend for different people based on location?

Honestly, I expect them to just remain in violation, unless they get sued or reprimanded by one of our user protection organisations.

But yeah, they can serve different frontends or just with different configuration for different user groups. They probably do that already, e.g. to display a cookie banner for users in the EU.

Yup. Just moving between German and French websites can be a pain in the ass. Default filters in shops, prices with or without taxes displayed first for professional things, different menus etc. They can be different in the most subtle ways, which is way worse imo.

Don't get me started on websites who think they know better than you which website you'd like to visit. Stop redirecting me based on my IP or language settings! OK now I'm just venting sorry

Sounds like you need EXPRESSยฎ VPNโ„ข! Use code LEMMY at checkout for 10% off!

(/s, but I hope that was obvious)

You plant shit seeds, you get shit weeds.

If it's one thing I learned from the last BS they pulled during the protests last year, it's that their actions will have little impact on reddit user behavior. People will complain and express outrage, but the vast majority of users will just sit back and take it like good little AI trainers.

I for one will not be one of them. When they removed mods from communities that were in protest, that's enough for me to stay clear going forward. As much as I miss the content, it warms my soul every time I think about the ad revenue they're missing out on by my own personal decisions to not consume it.

Honestly your mental health has almost certainly improved since leaving that place.

Their algorithms are designed to pump engagement and outrage. They want you either scared or angry and it sucks.

Lemmy has less content, but is also less addictive and less toxic. Yes it's still social media, it still has shit bags but the numbers are far better.

Lemmy has less content, but is also less addictive and less toxic. Yes itโ€™s still social media, it still has shit bags but the numbers are far better.

Although part of that could also just be due to the size of the place. Lemmy's still absolutely tiny compared to Reddit, and like a lot of social media's early days, it'll likely only get worse as more people move in.

Early Reddit would have been pretty cosy and non-toxic, that would only come in later.

Entirely agreed, though I wish there were more of a joint effort between Lemmy and Kbin communities to find novel ways of getting more redditors to switch over to the Fediverse. Wishful thinking perhaps, though it'd be nice to have more active communities around here.

The biggest problem with lemmy is that we don't have a good way to search for info.

Usually I do shit like "reddit monitor recommandation", and I'll get some thread where I can read opinions.

We can't do they with lemmy ๐Ÿ˜

A while back somebody posted info on how to make a custom DDG search that would search the most common Lemmy instances with one keyword. If you're interested I can go digging for it.

I disagree, Lemmy's built in search function is much better than reddit's because it lets you search for comments on any instance that you federate with.

Reddit afaik still has no comment search

I never went back to /r/programming after they forced it open with new mods.

I checked reddit every now and then after that, until I read a piece of tragic news that really shocked me and left me sad for days. Then I realized that reddit just stopped being a fun place - the whole point I started visiting it in the first place. Never went back, never looked back.

Early results suggest the effort is working. According to numbers from Reddit, free-form ads got 28% more clicks than all other types of ads on the site and saw a jump in community engagement.

Yeah, because users get tricked into clicking and then immediately leave.

But not before commenting, โ€œfuck spez!โ€

Which counts as engagement.

And doesn't bother Steve Huffman because you're using his Reddit username, and by doing that you're talking about Reddit, effectively promoting it. Stop using "spez" and start making it so Steve Huffman has trouble giving his real name to a real hotel, restaurant, etc. because they say "oh, that asshole?".

One of the smarter ad analysts I knew likened ad spaces to ecosystems, where a bunch of companies come in with crap ads that aren't related to what people are actually in market for or are misleading, and act as polluters which turn people off from green pastures.

As an example, when mobile browsing was first getting off the ground CTR for mobile banner ads was 15%.

Reddit's metrics are about to go to shit.

15 percent for banner ads is actually pretty good.

Yeah. That's why OP mentioned it.

But his point is that that number has gone down to shit because later the banner ads became shit.

If the ads weren't terrible, people would not have invented and popularised the ad-blocker.

Solution is simple, community should turn any suspiciously product focused thread into an advertisers nightmare of filth

Then the ads will just be the ones with the comment sections turned off

Yeah, let's turn our space into a cesspool! We'll show those darned invaders!

i don't think many people would consider posts that are literally paid advertisements part of "our space"

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Recently went on Reddit and laughed hysterically at the amount of religious propaganda I saw in this format. Example:

1000009776

-religious propaganda -gambling bullshit (including crypto/crypto adjacent bullshit) -military brainwashing/propaganda -alcohol ads

Just the worst fucking garbage bullshit.

r/Atheism held the line for decades, and y'all cyberbullied them for it.

/r/atheism often got cyberbullied for being a bunch of insufferable jerks.

I donโ€™t believe in god but you would never find me any closer to hanging out in /r/atheism than any other actually religious subreddit.

I mean, I guess I donโ€™t want to judge that much because of how a subreddit like that can be a place for people living in extremely oppressive/conservative christian communities to express their anger at being in such a suffocating environment, but it often seemed like the criticisms of religion from the sub were more of the โ€œbut akshually this part of believing in god is dumbโ€ instead of more along the lines of โ€œwho cares if god exists, yโ€™all are incredibly hatefulโ€.

IMHO, it was an elevator ride that killed r/atheismโ€ฆ

OOTL. Can you explain further?

Rebecca Watson had some guy proposition in her in an elevator at a conference, felt uncomfortable and talked about it during the conference. This blew up the internet atheist/skeptic community around 2011 or so, led to a big split. โ€œElevatorgateโ€

Ok if your ad uses TL;DR or any other internet speak, you deserve to go bankrupt. I'm so fucking sick of corporations trying to cash in on meme culture and trends and ruining it every single time.

Recuperation has been around for a lot longer than the Internet.

I remember it already being a thing 5 years ago with upvote/downvote buttons, karma and everything. I guess they just removed the abyssmally small grey text that said something like 'paid ad' in a corner?

I used to downvote them. Now I just nothing them.

I assume the downvote doesnโ€™t really count. It just looks to you as if it did.

I used to post nasty things when they allowed that. Then I used to downvote them. Then the ad blocker I used blocked them so I never saw them. Then I stopped posting on Reddit.

This was a thing like 10 years ago too, iirc. Ads had threads and you could post in them and up/down vote them. That... didn't go well. For advertisers, that is.

Clicking an image on Twitter and it actually being an external link was the last thing I ever did on that platform.

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So they seriously not remember what thousands of people left Digg and moved to their platform for???

Reddit had a fraction of the users Digg had at one point. Then Digg changed to a new UI no one liked and started putting adds that looked like posts into the main feed.

I literally would look for reddit posts about suggestions for various things specifically because they weren't ads.

Thanks spez for fucking killing one of the few resources I had that wasn't just paid bullshit lying about what products are worth a shit...

Let's be honest here. Reddit had been astroturfed for over a decade, and a majority of posts that spoke favourably of products were ads.

The only value Reddit had in that regard is through Google surfacing the valuable discussions and content (e.g. the ones that weren't the ads).

Reddit from the beginning had bot accounts to artificially inflate its number of users.

That was before learned helplessness became a staple of the internet experience, i think a lot fewer reddit users will be motivated to leave compared to the people who left digg for reddit.

Happy to be proven wrong, though.

If the article is about how ads look, could they provide a useful picture?

Just deleted my Reddit account. I haven't used it in over a year now anyway. I was waiting for something like this to make a statement.

It's been like one of those long running soap operas.

For at least the last 5 years "today's" front page is nearly indistinguishable from "yesterday's".

You can disappear for 6 months and come back and it's exactly the same. You've missed nothing.

Orange man bad, fascism bad, phobia bad, sexism bad, racism bad, bosses suck, inflation sucks, boomers suck, ooh a celebrity! Celebrity dead so sad.

That's most of the internet now. I mean, yay, we're calling bad stuff bad. I do it, too, and I'm also addicted to orange man news like all you other rubber-neckers, but yawn it's all getting a bit repetitious and homogenized. Unfortunately, as we get bored, the more these nutty politicians do crazy shit for the media to report on, all to keep our attention. It feels like a death spiral.

Thatโ€™s a lot like Lemmy though.

That can't even be denied at this point. There was a small window before the Reddit API fiasco and everybody showed up here to post the same rat-shit they gobble over there. I had a mini-freakout over a "If your username was a username, what would username username username username?" type question in AskLemmy or something. The moronitude feels inescapable.

So now they're just charging people for what they were already doing anyway.

Yep. Reddit puts very little effort into preventing vote manipulation and astroturfing because it all looks like user engagement but they almost certainly know how common it is.

This is just them monetizing the astroturfing as they try and wring every cent from people ahead of their IPO.

You're just splurging lies at this point, reddit has always put plenty of effort towards vote manipulation. I dislike reddit but stop making stuff up just for votes.

You're both right. They are FINE with manipulation if it's something they want to promote. But if it's not allowed in their dogma then it's banned.

People are welcome to try for themselves, which is how I originally learned they do fuck all. They didn't even clear the lowest bar of "20 upvotes from 20 accounts, on the same IP with no other activity, just switching with RES".

Maybe that's changed in the decade since, but the search results for "buy reddit upvotes" don't bode well.

It has changed since, in fact for me the watershed moment of change came when RES stopped being able to calculate upvotes/dv's because there was no longer clear feedback that your vote counted.

Does that mean they fixed the problem or did they simply make it impossible for people outside of reddit to see the extent of it?

At that moment they made clear upvoting hazy for people outside of reddit, I doubt it fixed it there but I have seen their anti-vote manipulation system in action since then that does impact "lazy" coders

That's weird; I've never seen any of those....

Oh yeah, that's because I haven't visited reddit in ~9 months.

For anyone who is curious, Coca-Cola! Real cocaine in the lower 13 states and real cane sugar! Nothing blasts thirst like the delicious taste of a coca-cola fizzy drink!

Ads are not the only reason, but if you're still on reddit, you clearly missed the point why reddit became popular.

That's illegal in Germany though, right? AFAIK all ads must be disclosed as such.

Theyโ€™re tagged as โ€œpromotedโ€

Having seen previous lawsuits in this area, I doubt that's good enough. Like, it's still clearly designed to be deceptive.

Oh, certainly. And Iโ€™m sure that the tag is designed to be difficult to differentiate from other tags and to go unnoticed.

If I hadn't already left, this would probably have been the thing that did it for me.

How is this news? Reddit has been doing this for literally years.

This isnโ€™t new, a few years ago I was looking at their ad program and they had inline post ads that you were taught to post like a user

The reddit mobile browser is literally broken and keeps getting worse. They are updating it a lot, but I swear to god it gets worse and increasingly broken with each iteration. I actually liked the browser when they initially killed 3rd party apps, but shortly after that it got a huge redesign that was infinitely worse than before. I am thoroughly convinced they want that experience to be miserable so I go download and use their ad-infested shitty app instead. Fuck reddit.

I am confident that's the case - there's a reason the mobile website is constantly asking you if you'd like to use the app instead... it's their preferred mode for you to view. Even if it is terrible, it locks you onto Reddit.

They can access a lot more information about you with a native app, and it also gives them the ability to do push notifications which makes things more sticky

In a few years my computer will be able to run an acceptable but obviously not chatGPT4 level AI that will among other things pre filter this crap from my feed as part of normal ad blocking. Buckle up bitches.

AI filtering of Reddit isn't the way. The way is leaving the platform. This is beginning to remind me of the 'decrapify Windows' YT videos that offer 20-step multi-application guides for getting a tolerable experience, instead of explaining how to install Mac/Linux. Time spent on a rotten foundation is wasted.

I think a lot of the Internet is going to end up shitted up with this kind of nonsense. While leaving Reddit certainly tackles one issue, having a way to filter out the rest of this shit would be useful.

But in order for it to work you need HI. Human Intelligence can help you leave the platform today!

So the future is AI ad creators versus AI ad blockers, with all of us caught in the middle. Yay?!

Fortunately, at least in my experience, the adblockers usually win. Even if a company changes something to avoid an adblocker or force someone to turn off their adblocker (Hi, Twitch!), it's usually fixed within just a few hours at most.

It'll always be that way. For a user to see your ad you have to let them download your ad, and at that point it becomes like forcing a prisoner to write their own ransom note without your supervision and then letting them drop it in the mailbox themselves.

They had tons of covert "ads" before this, too. Set up like 100 fake accounts (commonly bought from people who create and fluff them up by posting and commenting for a while so they look legit) and then post your add and use like 20 or so of your Bot accounts to upvote and comment to get the ball rolling.

Then you have your add there, got it climbing a bit in "new" and didn't pay a dime for it.

First time I accidentally click on one of these I'm going to shit thst post up so hard.

Yeah, I figure it does two ways

  1. They get called out quickly and result in a bunch of shitposts or actively blasting the product

  2. They block posting which makes it obvious they're ads and get little too no engagement anyhow

Reddit will program new mod bots to deal with organic responses the advertiser doesn't consider constructive. That opens another revenue stream: charging advertisers for sub-specific bot tweaks.

The interesting question to me is, when does normie realize his sub has been co-opted to function as a focus group, and decide to look for a new forum.

Oh, they'll try, but that just means trolling needs to get more creative, like certain Amazon reviews

Palpatine voice: Good. Goooood. Let the stupid flow through you.

all the big brains on wallstreetbets out there saying reddit didnt have any additional value to offer shareholders well THINK AGAIN

^Promoted

This is a great move! Facilitating a direct conversation between corporation and customer is great for all!

I remember when reddit ads were off to the side and unobtrusive, and often had games or jokes in that space to encourage you to allow reddit past your ad blocker.

Times have changed...

Not surprised, after they declared hunting season open, in one of the latest business blogs.

Too bad that "Greed" is not just the name of the minor antagonist from Full Metal Alchemist...

Thus even more annoying. I mean at this point I dont even feel like they care.

Any ad that starts with TIL or DAE gets an immediate down vote, a cringe, and no further reading