Reddit is entering the social commerce arena, aiming to compete with TikTok and Meta for customer attention and engagement. Over the last year, the social platform began rolling out new ad formats that enable brands to serve relevant products to users. Erno Laszlo was one of the first skincare brands to experiment with Reddit’s new ad products in the hopes of reaching new and existing customers and driving conversions.“We wanted to start with a full-funnel digital strategy, all the way from brand awareness video view campaigns down to connecting with existing customers,” Tiffany Roshanian, Senior Growth Marketing Manager at Erno Laszlo, tells BeautyMatter. “We planned to test and refine our strategy from there after seeing what was successful.”Reddit has always been a place users go to for advice and recommendations, particularly when it comes to beauty. The r/MakeupAddiction subreddit, a user-created community on Reddit, boasts 5.5 million members, with r/SkincareAddiction boasting 3.4 million members. These new ad products are a crucial part of Reddit’s growth strategy. The company went public last March and reported $243 million in total revenue in the first quarter, up 48% from $163.7 million a year earlier. Reddit’s ad revenue that same period grew 39% year over year, bringing in $222.7 million for the business.The introduction of these new ad products is a seamless expansion of Reddit’s mission to bring communities together and facilitate authentic conversations where people can feel free to share their ideas, opinions, and experiences.