Healthcare and pharma marketers should ramp up social listening and host expert Ask Me Anything sessions to drive engagement without feeling intrusive.

Reddit COO Jen Wong told EMARKETER that the platform has evolved from explaining itself to advertisers to proving it can deliver results. “We’ve shown Reddit can drive real business outcomes,” she said, noting that nine of fifteen verticals grew ad spend by at least 50% YoY. Wong emphasized discovery as Reddit’s next frontier—especially in underexposed sectors like parenting and sports—and said product improvements will make communities easier to find. With ad revenues projected to climb 46.6% in two years, Reddit’s opportunity is one of scale and visibility, driven by authenticity and high-intent engagement.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

Reddit tries to solve its brand safety problem: A new partnership with DoubleVerify brings much-needed metrics and safety tools to its burgeoning ad platform.