Why do people in r/parenting have such a strong dislike for babies? One of our partner agencies found out with CulturePulse. This particular agency partner had a client that wanted to run paid advertising to sell baby products to the Reddit r/parenting community. While this kind of client request that targets parents isn’t common for our agency partner, it’s not uncommon either.

Reddit is the platform advertisers want to crack

With Reddit’s 52M daily active users, 430M monthly visitors, and 130K communities, advertisers want to convert their target audience. Still, they often struggle to see a positive return on ad spend because of their inability to create resonant messaging. So, how do you connect with your target audience? Especially for baby products on r/parenting when you’re unaware of the community’s sentiments or insights?

Take the plunge with an r/parenting deep dive via CulturePulse

Our agency partner used CulturePulse to gain community insights and learn about existing positive and negative sentiments present in r/parenting. After doing due diligence on babies, parenting, sleep, and everything else, our agency partner, looked at the topic modal (see above) for r/parenting in CulturePulse and discovered an interesting trend: negative sentiment about babies and the year!

Perish the thought, but there it is. Next, our agency partner dug deeper to learn what all the fuss was about. Because once you know what’s important to your audience, you can make your messaging resonate with them.

Dear reader, we discovered that parents are tired. Whether dealing with a one-month old or a one-year old, parents out there and their children are sleep-deprived in r/parenting and they’re talking about it. It seems like once kids pass that year mark and are sleeping well, positive sentiment abounds.

We also can see in the Market Audience Analysis that r/parenting users are most likely to be product buyers, which is one hundred percent higher than other predictive behaviors.

Now that we know what’s most on the minds of r/parenting users, we can use it to make sure our messages resonate by measuring their Resonance Scores in a CulturePulse r/parenting digital twin before we go live. 

What ads scored highest?

Before our agency partner used CulturePulse to gain insight into the r/parenting community, they wrote a sample ad. After doing the deep dive, they wrote another one taking into consideration the insights they learned. They wrote lots, actually, but A below is something the partner agency wrote before they had Topic, Market, and Community analysis. B is what they wrote after. Admittedly, 20 isn’t bad. However, this partner agency never goes live with anything under 15. But, with the community analysis in hand, this agency was able to speak to the negativity and scored a 26, which is the highest Resonance Score they’ve ever achieved using a CulturePulse digital twin.

Now, it’s your turn

For your next Reddit advertising campaign, don’t guess what messages will resonate within your targeted community. Know which messages will. CulturePulse is the only place where you can measure twice and publish once. Tweak your messaging as much as you want before you publish to your real audience. You can even get started for free.