Reddit drives revenue with Agentforce-powered advertiser support.

Technical steps and jargon hindered SMB advertisers eager to launch their first campaigns.

Reddit is one of the world’s largest social media platforms, home to more than 100,000 active communities where people connect over shared interests, hobbies, and passions. Often called “the front page of the internet,” the platform lets users post and vote on content so the most engaging discussions and ideas rise to the top. Since its founding in 2005, Reddit’s mission has been to create a community of communities where anyone can dive into anything — and that mission now extends to helping advertisers of all sizes reach the right audiences.

With over 73 million daily users and 80% of its revenue coming from enterprise brands, Reddit has a strong foundation for growth. Unlocking the potential of the small-to-medium business (SMB) market, where side hustles and smaller advertisers are just starting to explore the platform, is their next big step.

Supporting that next wave of advertisers requires meeting their needs quickly and efficiently — especially when many are new to digital advertising and don’t have time to troubleshoot. Reddit’s support team already handles over 40,000 cases a year, helping advertisers through tasks like setting up a Reddit pixel — a small piece of website code that tracks actions visitors take after seeing or clicking an ad — or figuring out why an ad isn’t approved. Two years ago, Reddit launched an Einstein chatbot that could deflect 13% of these cases by answering FAQ and guiding users through standard processes. As a rules-based system, however, it could only address one question at a time, and defaulted to sending complex cases to live reps.

“SMBs need to see performance and they need to find success quickly,” said Jarrod Butler, Senior Client Partner at Reddit. “There’s not always an opportunity for them to speak to someone to do that. We’re looking for ways to empower them to get the help they need when they need it. We want to make sure that their first attempt is successful so they go on to be an always-on advertiser with us.”

Reddit’s next chapter is about driving revenue by making self-service truly seamless. By reducing early friction, the company aims to fuel the next wave of growth for its already thriving ad business.

“With the Einstein chatbot, we had to tell it what to do and how to assist,” said Zee Hence, Salesforce Senior Product Manager at Reddit. “Agentforce understands what an advertiser needs no matter how they say it.” This ability to handle multistep, natural conversations makes it a major improvement – and the results show it. Case deflection has already increased 33% and average resolution time has plummeted from 8.9 minutes to just 1.4 minutes — an 84% improvement. Not only has this boosted advertiser satisfaction scores by 20%, it’s saving 760 hours a year for live reps who no longer have to answer repetitive questions one at a time. 

“We have years of cases where reps have already answered a lot of these questions,” said Hence. “We can utilize that data and tell Agentforce to review our reps’ previous responses, compare them to our existing knowledge articles, and provide a comprehensive response.”

Before launching Agentforce, Reddit and Neuraflash, their implementation partner, tested it with hundreds of common advertiser questions. If an answer wasn’t quite right, they fine-tuned the prompts until the answers were consistently correct. “It’s super easy to make changes with Agentforce,” said Hence. “Our chatbot had a lot of Apex code for individual menu trees. You essentially had to go in and update the code and then also update the bot itself inside of the builder. It took a full sprint to do all of that, if not longer. Now with Agentforce, it’s so straightforward. I love it.”

Looking ahead, Reddit plans to expand Agentforce beyond its current footprint to provide a consistent and seamless support experience.

Unified data helps Reddit move faster and deliver smoother advertiser experiences.

To help advertisers get results faster and with fewer roadblocks, Reddit is working to bring all its advertiser and support data into one place in Salesforce. 

“We want to consolidate as much data as possible into Salesforce so our teams have a complete understanding of advertisers,” said Travis Marasigan, Reddit’s Senior Manager of Go-to-Market Systems. “Having all of our data in Salesforce saves us a lot of time and gives sellers a better experience overall. Instead of having to pivot to nine or 10 different systems and tools, they can just go to one place and immediately know the next best thing to focus on.”

“It’s easy to connect different things into Salesforce,” said Marasigan. “It's really enabled us to create a whole ecosystem around our tools, and provide a more cohesive experience to both our customers and our end users.” 

Data Cloud also collects performance metrics from Reddit’s chat support channels, breaking down agent activity and chatbot session outcomes in detail. These insights help Reddit fine-tune engagement strategies and ensure every interaction delivers value.In addition to Data Cloud, Salesforce’s broader suite powers key functions across Reddit’s business from Sales Cloud for ad sales to Service Cloud for advertiser support, Tableau Cloud for HR and AI-powered analytics, and Slack as the daily communications hub. Together, they give every team the data and tools to move faster, collaborate better, and keep advertisers moving toward their goals.

For Reddit, the biggest advantage of Salesforce is its ability to scale rapidly to meet the demands of the business. “It’s allowed us to support explosive growth, and accomplish a lot in a short amount of time,” said Marasigan. "With a lean team, it's important to stay nimble and be able to implement solutions quickly."

That scalability is just one reason Agentforce stood out when Reddit began exploring agentic AI solutions. Because Agentforce is part of the deeply unified Salesforce Platform, it fits seamlessly into Reddit’s existing workflows and can hand off to live reps whenever necessary. With real-time access to all of Reddit’s data through Data Cloud, Agentforce consistently delivers accurate, relevant answers to advertisers’ questions.

Beyond technology, Salesforce’s core values resonated closely with Reddit’s own. Trust is fundamental to Reddit’s culture — they prioritize open discussion and transparency in how content and ads are moderated and surfaced. Salesforce’s Trust Layer reinforces this commitment with built-in safeguards like sharing rules, permissions, and data masking, ensuring transparency, fairness, and compliance with zero data retention.

“When I think about Salesforce as a whole, I love that you can create anything you can imagine,” said Hence. “If you have a group of people that are like, ‘Hey, we really need to do this,’ you can usually do it in Salesforce and you can do it pretty quickly. Having that flexibility is really priceless.”