Brainlabs has become the first independent media agency in the UK to be certified in Reddit Ads Formula.
Reddit’s learning hub is billed as a way for advertisers and agencies to improve effectiveness on the platform, including through learning how to build brand awareness and increase sales.
Brainlabs UK social product partner Costas Tsiappourdhi said the certification “exemplifies our commitment to future-proofing our agency and empowering our team with the skills needed to excel in the dynamic social media landscape”.
The result of obtaining the certification, said Tsiappourdhi, has been an uptick in proposals to clients to use Reddit solutions to help drive business objectives.
A spokesperson for Brainlabs told The Media Leader that the agency is now using the Reddit toolkit across all of its UK clients.
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Reddit is one of many social media and tech companies that offer certifications for agencies hoping to upskill their knowledge of platforms.
Meta, for example, has tutorials through Meta Blueprint to help improve marketers’ knowledge of its ads suite. Google, too, offers numerous ads certifications.
The idea with such programmes is to form better direct relationships with agencies and teach them how to make best use of their platform, eventually leading to a higher likelihood of its inclusion in media plans when considering digital budgets.
Agencies also benefit by being able to tell clients that they’re experts in working with certain platforms that could be beneficial in reaching target audiences.
Given Brainlabs is a digital-first agency, it makes sense that the company would seek to upskill its understanding of Reddit amid increased advertiser demand on the platform. In its first-ever public earnings release in May, Reddit revealed ad revenue grew 39% year on year to $222.7m. The company will report Q2 earnings next week.
Reddit has indeed been viewed in a broadly positive light by advertisers this year following its initial public offering in March. The social media company was also ranked as the top digital media owner to work with by IPA agencies and digital specialists.
The brand has increasingly leaned in to its capacity to tap into niche communities as well as influence consumption decisions.
At Cannes Lions this year, executives referred to the platform as an “influence engine” in conversation with The Media Leader, sharing that a quarter of posts on Reddit are considered “recommendation posts” for goods and services.
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