After debuting on the inventory market with a pop in March, Reddit chief advertising officer Roxy Younger joined ADWEEK’s Social Media Week occasion in New York this week to bust some myths for advertisers nonetheless leery about showing on the community-driven platform.

Younger outlined the platform’s efficiency prowess and the way the group appreciates conversations from manufacturers.

“Our function is that will help you join with our communities,” mentioned Younger, including that there are over 100,000 communities on Reddit. Listed below are the takeaways.

Individuals love manufacturers in the event that they present up in the best approach

Individuals interacting in Reddit’s communities don’t hate advertisements, careworn Younger: They need manufacturers to point out up in the best approach.

Within the forged iron cookware group—the place some 5,000 individuals talk about merchandise, care and seasoning their objects—individuals needed to listen to extra from Lodge Solid Iron, which has had an energetic Reddit account since 2014. That spurred the model to take part extra within the dialog, responding to feedback and answering questions on its product line.

Some entrepreneurs may very well be cautious of promoting to Reddit customers given headlines concerning the revolt after unpopular API (application-programming interface) modifications final summer time.

Lodge is very cognizant about treading fastidiously on this group, mentioned Younger, understanding that it’s an area for the group moderately than a spot to hawk its wares.

“You don’t stroll into a cocktail party and begin speaking about your self,” Younger mentioned. “It’s about studying the room, studying the group and recognizing the place your perspective as a specialist provides worth.”

Contextual is again

With the impending loss of life of the third-party cookie in Chrome and entrepreneurs more and more on the lookout for options to extreme viewers focusing on, contextual, one of many earliest types of web focusing on, is changing into extra related. Spending on Reddit is “built-in safety” due to its reliance on contextual focusing on, mentioned Younger.

Reddit has 44 curiosity teams, that are additional damaged down into extra granular classes. Entrepreneurs can determine their focusing on standards, and their advert can be proven to individuals engaged in these communities and in conversations related to these classes, constructed from its first-party focusing on platform.