Reddit Expanding Original Video Content, Engaging Sponsors
Reddit’s notorious distrust of and detrimental relationships with brands made the crowd-sourced news aggregator Condé Nast’s enfant terrible and advertising nightmare — so much so that editorial control was released in 2011 to Advance Publications, an independent Condé Nast subsidiary. But, according to a post on Adage from Edelman‘s chief content strategist Steve Rubel, now that Reddit’s YouTube videos have proven successful, the company is actively looking to expand revenue streams by using their knowledge of internet culture to seamlessly weave in advertisers.
Donors Choose sponsored Reddit’s successful “Explain Like I’m Five” videos, and the “Crazy Ideas” subreddit will be the next set of videos, though there’s currently no sponsor lined up. General manager Erik Martin promises more videos to come and is even accepting pitches from advertisers, but the current focus still remains heavily on expanding into videos with proven interest from the Reddit community.Tags: branded content, Conde Nast, Erik Martin, online content, Reddit, sponsored video