In the constantly evolving world of digital marketing, higher education professionals are always searching for platforms that meet students where they are. Reddit offers a compelling mix of authenticity, community, and search intent that makes it uniquely powerful for higher education marketing.
Reddit is a network of over 100,000 active communities—called subreddits—with more than 175 million weekly active users in the U.S. alone. These communities span everything from academic interests and life transitions to hyper-specific hobbies.
What sets Reddit apart from other social platforms is its foundation in trust and genuine conversation. Users (or “Redditors”) rely on it to discover new ideas, vet products or institutions through peer reviews, and make informed decisions, often with surprising depth and honesty. Unlike traditional social media platforms driven by algorithmic feeds or polished content, Reddit thrives on real talk, community support, and shared experience.
Why Reddit Matters for Higher Ed
For colleges and universities, Reddit offers unmatched access to prospective students and their influencers. Roughly 44% of Redditors are between the ages of 18-29, squarely within the prime demographic for undergraduate, transfer, and graduate recruitment. Niche subreddits also offer an opportunity for extremely targeted outreach. Another bonus, Reddit’s partnership with Google ensures Reddit posts frequently show up in search results, attracting users who may not typically use the platform.
How to Reach Prospective Students on Reddit
Reddit combines search intent with the trust of community, making it ideal for a full-funnel marketing approach. Whether your goal is awareness, lead generation, or driving applications, Reddit has tools that support every stage of the student journey.
Targeting capabilities include:
- Community Targeting: Tap into 940+ education-related subreddits
- Keyword Targeting: Reach users engaging with specific terms
- Interest Targeting: Connect based on recent content behavior
These features allow for highly tailored messaging, from awareness-building creative to conversion-focused campaigns using native lead gen forms.
Reddit Ad Formats and Specs
Reddit’s ad offerings are straightforward yet versatile. The primary formats are static image and video Sponsored Posts, but Carousel and Free-Form options are also available. These formats support advanced features like event tracking, retargeting, and even lookalike audience creation.
The best-performing creative is native in tone and format— 4:5 videos or 1:1 static images with concise text overlays. This format can yield up to 32% higher click-through rates.
Your Prospective Students Are Using Reddit—Are You?
Whether you’re promoting undergrad programs, targeting transfer students, recruiting graduate applicants, or reaching parents, Reddit offers a flexible, effective toolkit for higher ed marketers ready to explore new ground.
Reddit isn’t just another ad platform—it’s a conversation. And for higher ed institutions willing to listen and engage, the opportunity is wide open. Carnegie is ready to help you join the thread. Start a conversation today!