Can Reddit Grow Up? – NYTimes.com

““Makeupaddiction,” for example, is a section dedicated entirely to beauty products and tips. Users post hundreds of conversation threads daily, often recommending different types of products to one another.

This is exactly where a brand wants to be, Reddit says. If a company like Estée Lauder bought an ad unit — a so-called “native ad” that looks similar to other Reddit conversation threads — at the top of the Makeupaddiction sub-Reddit, users in the thread would treat it less like an ad and more like content.”

Using Subreddits for ads makes a lot of sense.