Can Reddit’s New Lead Ads Strengthen Hotel Marketing Campaigns?
TLDR:
Reddit recently launched lead gen ads, which introduce contact forms right in the platform. Because users don’t need to leave the platform to submit their information, it’s an efficient way to connect with customers. Let’s back up: yes, we’re talking about Reddit. Many hotels aren’t using Reddit as part of their paid marketing mix. Depending on your goals, it may be worth your while, particularly for booking weddings and other big-ticket sales. We discuss how lead ads work, where they excel, and how Reddit’s structure helps inform a good ad.
Reddit Ads and Hotel Digital Marketing
With annual visitors in the billions, Reddit is one of the most high-traffic websites, period. This global forum for discussion on any niche topic or trending story is also an advertising platform with some sophisticated capabilities. Hotels have only lightly dabbled in Reddit, often in running organic social campaigns. This might come as a surprise, considering its low average costs and the ability to target specific Subreddits, effectively addressing an interest group directly. We believe this presents an opportunity for independent establishments to get into an uncontested space and reach prime guests.
If you’re a destination with a unique angle, a few minutes of searching Reddit will locate enthusiastic discussions and people sharing travel tips. Your hotel’s marketing message might plug in neatly to these spaces, or it may be worth developing something that addresses them directly. Read on for ideas and considerations for introducing your brand to this unique platform.
How Lead Ads Impact Hotel Marketing Strategies
A lead ad invites the user to submit more information about themselves, typically a name and email address, with possibly other key details, via a form. While advertising platforms like Meta and LinkedIn have offered this functionality for some time, Reddit introduced it in beta form this past Summer. Why use an in-platform lead form instead of a form on your own website? The main reason: they convert at a much higher rate because they require fewer clicks. Not only is the form right there in the Reddit experience, the platform usually pre-populates fields like first and last name, making it quick and easy to submit info.
Reddit lead ads also use a Zapier integration. Zapier is a frequently used method of connecting data sources across every imaginable platform. Whatever your CRM or email platform, the Reddit-Zapier connection can shoot the data right to your system for following up, email subscriptions, ad targeting, and other uses.
These functionalities benefit hotel digital marketing campaigns targeting any purchase that requires an inquiry and sales conversation. Think weddings, corporate events, and banquets. Take for example, a hotel in the Boston area offering facilities for wedding receptions. What if wedding bookings aren’t filling up as reliably as in past years? There’s a subreddit for everything, and https://www.reddit.com/r/NewEnglandWedding/ revolves around discussions about area wedding ideas and inspiration. This hotel could place a digital ad on Reddit showcasing their offerings and amenities. They could even throw in a special offer to attract interest. With lead ads, the users could request a conversation leading to a quote. The hotel instantly receives notifications about every inquiry, allowing direct conversations that could lead to sales. It’s a highly targeted, automated, and low-cost way to reach people planning their wedding, whether on a budget, or an all-out dream event.
Should Your Hotel Advertise on Reddit?
User behavior online is always changing. Sites like Reddit are increasingly used not only as places to hang out and chat, but as search engine alternatives for anyone looking for advice and candid reviews from people like them. In fact, for some categories, Reddit is overtaking Google as people seek information from other people rather than SEO-dominated blog posts.
Our perspective: It’s worth a test! Reddit tends to have a very low cost-per-impression compared to other social media ad platforms. Whether you decide to try regular Promoted Posts for driving room bookings or a lead ad for banquets, there are many possible angles a hotel can take. Discuss it with your agency partner. They should be able to recommend a budget and performance target that would justify the expense, and help figure out where it sits in your overall advertising mix. Agencies should also understand how to set up digital ad performance tracking and any integrations like Reddit’s Zapier hookup.
With all of these in place, your hotel will know in a few weeks whether Reddit ads are worth the investment. We also advise that your team search Reddit forums related to your area and its offerings. See what users are discussing and consider whether you could see your hotel ads playing well in the middle of it all. Another note: Reddit conversations are personal and casual. Feel free to drop in! But, to play in this space as a business, a friendly, transparent, inviting tone will go a long way. Be helpful, share stories, and offer advice. Link to your site. Avoid a sales-first approach.
Looking for expert help putting together an effective platform mix for your hotel? Considering ways advertising can boost sales-driven revenue? Drop us a line. We’d be happy to share success stories and how they might apply to you.