Reddit Marketing

Reddit Marketing

What is Reddit?

Reddit is a social network with a forum-style discussion structure. Users create posts in topic-based communities — called subreddits — and interact in comment threads. Every thread has an OP (original poster) who started it. Users can also vote content by others “up” or “down” the algorithm.

Reddit launched in 2005 and sold to Conde Nast less than a year later for $10 million USD. A great payday for the founders, recent college grads, although as of Q4 2022, Reddit now has an estimated value between $10-15 billion USD.

How Does Reddit Work?

Reddit is all about fostering community by encouraging users (a.k.a. redditors) to interact with each other. Before today’s visually-focused platforms like TikTok and Instagram existed, we eldest Millennials only had web forums with text posts to connect with others around common interests. (R.I.P. Yahoo Groups.)

Reddit is a hybrid between a forum and a modern social network: Subreddits are like individual forum sites, but you can participate in everything with one account, like a social network.

The other big thing that sets Reddit apart is the way their algorithm works: Popular posts with lots of upvotes get more exposure in the Reddit homepage and subreddit feeds. And, downvoted content receives less exposure. Instead of using complicated algorithmic tools to rank content, Reddit’s algorithm runs on votes. Simple and effective!

Here’s a basic overview of how Reddit works:

  1. Subreddits: The platform is organized into “subreddits,” which are essentially categories or communities centered around a particular topic or interest. Subreddits are denoted by a “/r/” followed by the topic, such as /r/science, /r/movies, or /r/AskReddit.
  2. Posts: Users submit content, either as a link or a text-based post, to relevant subreddits. The title of the submission is crucial, as it’s the primary text that other users see.
  3. Voting: Once a post is submitted, other users can upvote or downvote it. Upvotes increase the post’s visibility, pushing it towards the top of the subreddit or even the front page of Reddit. Conversely, downvotes decrease a post’s visibility.
  4. Comments: Users can comment on posts, and these comments can also be upvoted or downvoted. This voting system allows for popular or relevant comments to rise to the top of the discussion.
  5. Karma: Reddit uses a system of “karma” to reward users for popular content. Users earn karma when their posts or comments are upvoted, and they lose karma when they’re downvoted. However, the relationship between votes and karma isn’t 1:1, and Reddit’s exact algorithm is proprietary.
  6. Accounts and Anonymity: Users can create accounts, which allow them to post, comment, and customize their Reddit experience. Although users have usernames, Reddit is known for its relative anonymity compared to other social media platforms.
  7. Moderation: Subreddits are typically moderated by volunteer users who establish rules for content and behavior in their specific subreddit. They have the power to remove posts, ban users, and generally ensure the subreddit runs smoothly.
  8. Awards: Users can give awards to posts or comments they find particularly valuable or entertaining. This feature requires spending Reddit’s virtual currency, which can be purchased or occasionally granted for free by the platform.
  9. AMAs: “Ask Me Anything” (AMA) sessions are a popular feature on Reddit. In these threads, individuals—often experts or celebrities—answer questions from the community.
  10. Customization and Premium Features: Users can customize their Reddit experience by subscribing to specific subreddits. There’s also Reddit Premium, a paid subscription that offers an ad-free experience, a monthly allotment of Reddit’s virtual currency, and other perks.
  11. Search and Discover: Reddit’s search function helps users find specific content. Additionally, users can explore topics through the platform’s “Discover” features.
  12. External Integration: Many websites and platforms have integrated Reddit’s API to display Reddit content or allow for easy sharing to the platform.

Reddit’s culture, slang, and traditions have evolved since its inception in 2005. The platform plays a significant role in internet culture, often driving trends, discussions, and internet phenomena.

How to Engage and Market on Reddit

Engaging and marketing on Reddit requires a delicate approach, as the Reddit community values authenticity and frowns upon overt self-promotion or spammy behavior. Here’s a step-by-step guide to help you navigate the waters:

  1. Understand the Platform: Before diving in, familiarize yourself with how Reddit works. It’s comprised of ‘subreddits’, which are communities centered around specific topics or interests.
  2. Find Relevant Subreddits: Look for communities related to your niche or industry. For example, if you’re in the tech space, subreddits like r/technology or r/gadgets might be relevant.
  3. Listen First: Before posting, spend time lurking. Understand the rules of each subreddit (they can be found in the sidebar) and the kind of content that’s appreciated.
  4. Engage Authentically: Before you even think about marketing, participate in discussions genuinely. Answer questions, share interesting content (not just your own), and be a contributing member of the community.
  5. Avoid Overt Self-Promotion: Reddit users are generally wary of brands and marketers. It’s essential to prioritize community engagement over blatant self-promotion. If you consistently provide value, the community will be more receptive when you do share your content or product.
  6. Share Valuable Content: When you do share content, make sure it’s informative, engaging, and relevant to the subreddit’s topic. If you’re sharing a blog post or article, it should provide real value, not just be a thinly-veiled advertisement.
  7. Consider AMAs (Ask Me Anything): If you or someone in your company is an expert in a field, consider hosting an AMA. This is a great way to engage with the community, answer questions, and position yourself or your brand as an authority.
  8. Use Paid Advertising (Sparingly): Reddit offers paid advertising options where you can promote a post. This can be effective if done right, but be sure to target the right subreddits and provide a clear call to action.
  9. Respond to Comments and Messages: If you share content or engage in discussions, be prepared to respond to comments and private messages. Engage in a constructive manner, even if someone is critical.
  10. Monitor and Measure: Use tools like Reddit’s own analytics for advertisers or third-party solutions to track engagement, upvotes, comments, and click-through rates. Adjust your strategy based on feedback and results.
  11. Stay Updated with Reddit’s Policies: Reddit’s rules and guidelines can evolve. Make sure you keep yourself updated to avoid any pitfalls.
  12. Stay Humble and Apologize When Necessary: If you make a mistake or inadvertently break a rule, own up to it. Apologize and learn from the experience. The Reddit community can be forgiving if you’re honest and sincere.

Reddit can be a powerful platform for engagement and marketing, but it requires a tactful and authentic approach. By respecting the community and offering genuine value, you can establish a positive presence and effectively market your brand or product.

Why Is Reddit Marketing Good for Business?

Reddit marketing can be beneficial for businesses for several reasons:

  1. Diverse and Engaged User Base: Reddit has a vast and diverse user base, with millions of users from various demographics and interests. This provides businesses with an opportunity to reach a wide range of potential customers.
  2. Niche Communities: Reddit is organized into thousands of subreddits, which are individual communities centered around specific topics or interests. This allows businesses to target their marketing efforts towards highly relevant and engaged audiences.
  3. Authenticity and Transparency: Reddit values authenticity and transparency. If businesses engage with the community in a genuine and non-promotional way, they can build trust and credibility. Redditors appreciate businesses that participate in discussions honestly and provide valuable insights.
  4. Cost-Effective Advertising: Reddit offers advertising options that can be cost-effective compared to other social media platforms. You can set your budget and target specific subreddits or demographics to ensure your content reaches the right audience.
  5. Viral Potential: Reddit has a unique ability to make content go viral. If a post gains traction and reaches the front page or a popular subreddit, it can generate a significant amount of organic engagement and traffic.
  6. Market Research: Businesses can use Reddit to conduct market research and gather valuable insights into customer preferences, pain points, and trends. Subreddits related to specific industries or products often have discussions that can inform business decisions.
  7. Brand Building: Consistent participation in relevant subreddits can help build brand awareness and recognition over time. Businesses can establish themselves as experts in their field by providing valuable information and insights.
  8. Content Promotion: Reddit allows businesses to share their content, whether it’s blog posts, videos, infographics, or other resources. If the content is genuinely useful and informative, it can attract upvotes and drive traffic to the company’s website.
  9. Customer Feedback: Reddit can be a platform for businesses to receive feedback from customers and address their concerns directly. This can lead to improved products or services and better customer relationships.

However, it’s important to note that Reddit users are known for their skepticism towards overt advertising and spammy behavior. To succeed on Reddit, businesses should follow these best practices:

  • Be transparent and honest in your interactions.
  • Avoid spammy self-promotion.
  • Participate in discussions genuinely and contribute value.
  • Respect subreddit rules and guidelines.
  • Listen to feedback and engage with the community in a respectful manner.

Overall, Reddit marketing can be a powerful tool for businesses when used strategically and authentically within the Reddit community. It can help drive traffic, build brand awareness, and connect with a diverse and engaged audience.

Reddit Marketing

How to Create a Successful Reddit Presence for Your Brand

Creating a successful Reddit presence for your brand can be a valuable part of your social media and online marketing strategy. Reddit is a platform known for its passionate and diverse user base, and when done right, it can help you engage with your target audience. Here are steps to help you establish and maintain a successful Reddit presence for your brand:

  1. Understand Reddit Culture:
    • Spend time on Reddit to understand the platform’s culture, various subreddits (individual communities within Reddit), and the types of content that perform well.
  2. Define Your Goals:
    • Clearly define what you want to achieve on Reddit. Whether it’s brand awareness, customer engagement, or driving traffic to your website, having clear objectives will guide your strategy.
  3. Create a Reddit Account:
    • Use an official brand account or create one specifically for your brand. Avoid using personal accounts for business purposes.
  4. Choose the Right Subreddits:
    • Identify relevant subreddits where your target audience hangs out. Subreddits vary in size and focus, so choose ones that align with your brand’s niche and goals.
  5. Participate Authentically:
    • Don’t just promote your brand; actively participate in discussions, answer questions, and provide value to the community. Redditors appreciate genuine engagement, not just self-promotion.
  6. Create High-Quality Content:
    • Share content that resonates with the subreddit’s interests. This could be informative articles, entertaining videos, or engaging images. Ensure your content is visually appealing and provides value.
  7. Follow Reddit’s Rules and Guidelines:
    • Familiarize yourself with Reddit’s rules and guidelines, and adhere to them. Failure to do so can result in account suspension or a negative reputation.
  8. Build Trust and Credibility:
    • Establish trust within the community by being transparent about your affiliation with the brand and avoiding deceptive practices.
  9. Monitor and Respond to Comments:
    • Regularly check your posts and respond to comments and feedback promptly, whether positive or negative. Address concerns and issues professionally.
  10. Leverage Reddit Advertising:
    • Consider using Reddit ads to reach a broader audience. Reddit offers various advertising options, including promoted posts and banner ads.
  11. Engage in AMAs (Ask Me Anything):
    • Hosting an AMA can be an effective way to connect with the Reddit community. It allows you to answer questions directly and provide insights about your brand.
  12. Track Metrics:
    • Monitor the performance of your posts and campaigns using Reddit’s analytics tools or third-party tracking tools. Analyze engagement, upvotes, comments, and traffic to your website.
  13. Adapt and Adjust:
    • Based on your performance metrics and community feedback, refine your Reddit strategy. Experiment with different types of content and posting schedules.
  14. Be Patient and Consistent:
    • Building a successful Reddit presence takes time. Be patient and consistent in your efforts, and don’t get discouraged by negative feedback or downvotes.
  15. Learn from Mistakes:
    • If you make a mistake or face backlash, acknowledge it, apologize if necessary, and learn from the experience. Reddit appreciates honesty and humility.
  16. Promote Outside of Reddit:
    • Share your Reddit posts on your other social media platforms and encourage your existing audience to engage with your Reddit content.

Types of Reddit Content for Marketers

Reddit offers various types of content that marketers can use to engage with the community and promote their brands. However, it’s important to note that Reddit users tend to be wary of overtly promotional content. To be successful on Reddit, marketers should focus on creating content that provides value, sparks discussions, or entertains the community. Here are some types of content that can work well for marketers on Reddit:

  1. Informative and Educational Posts:
    • Share informative articles, guides, and tutorials related to your industry or niche. Provide valuable insights and knowledge that the Reddit community can benefit from.
  2. Entertaining and Humorous Content:
    • Create funny memes, GIFs, or humorous stories that relate to your brand or industry. Reddit users appreciate humor, and well-executed comedic content can gain attention.
  3. Ask Me Anything (AMA):
    • Host an AMA session where you or a representative from your company answers questions from the Reddit community. This can help build trust and transparency with your audience.
  4. User-Generated Content (UGC):
    • Encourage Reddit users to create content related to your brand or products. For example, run a contest where users submit photos or videos of themselves using your products.
  5. Behind-the-Scenes Content:
    • Share behind-the-scenes glimpses of your company’s operations, team members, or production process. This can humanize your brand and make it more relatable.
  6. Case Studies and Success Stories:
    • Share real-life case studies or success stories that demonstrate how your product or service has helped customers. Use data and testimonials to support your claims.
  7. Interactive Content:
    • Create interactive content such as polls, surveys, or quizzes that engage users and encourage them to participate.
  8. Customer Testimonials and Reviews:
    • Share positive customer testimonials and reviews from satisfied customers. Be transparent and include both positive and constructive feedback.
  9. Infographics and Data Visualizations:
    • Create visually appealing infographics or data visualizations that present interesting statistics or insights related to your industry or products.
  10. Product Announcements and Updates:
    • Use Reddit to announce new product launches, updates, or special promotions. Be sure to do this sparingly and in a way that provides value to the community.
  11. Collaborations and Partnerships:
    • Collaborate with influencers or other brands for joint Reddit campaigns. This can help you tap into their existing audience and reach new users.
  12. Contests and Giveaways:
    • Organize Reddit-exclusive contests or giveaways with valuable prizes. This can generate excitement and engagement around your brand.
  13. Trending and Current Events:
    • Stay updated on current events, trends, and popular topics on Reddit. When relevant, participate in discussions or create content that ties into these trends.
  14. Community Engagement:
    • Engage with the Reddit community by responding to comments on your posts and actively participating in discussions within relevant subreddits.
  15. How-To Guides and Tutorials:
    • Create step-by-step how-to guides or tutorials that help users solve common problems or learn new skills related to your industry.
Reddit Advertising

Types of Content You Can Post on Reddit

Reddit supports a wide range of content types, making it a versatile platform for discussions, sharing information, and engaging with a diverse community. Here are some of the main types of content that Reddit supports:

  1. Text Posts (Self-Posts): Users can create text-based posts to initiate discussions, ask questions, share stories, or provide information. These posts are commonly used for AMAs (Ask Me Anything) and discussions.
  2. Links: Users can submit links to external websites, articles, videos, images, and more. Links often lead to discussions in the form of comments on the post.
  3. Images: Reddit allows users to upload and share images directly on the platform. Image posts can be used for sharing photos, memes, infographics, and visual content.
  4. Videos: Users can submit video links from platforms like YouTube, Vimeo, and others. Reddit has also introduced native video hosting for certain subreddits.
  5. GIFs: GIFs (Graphics Interchange Format) are supported and can be embedded in posts and comments. They are often used for humorous or visually engaging content.
  6. Polls: Some subreddits and users can create polls to gather opinions and feedback from the community.
  7. Links to Audio Content: Users can share links to audio content, such as podcasts and music tracks, along with relevant discussions.
  8. Quotes: Users often include quoted text in their comments to reference a specific part of a linked article or post.
  9. Markdown Formatting: Reddit supports Markdown formatting, allowing users to style their text posts and comments with headers, bullet points, links, and more.
  10. Tables: Users can create tables within their posts and comments using Markdown formatting. This is often used for presenting organized information.
  11. Live Threads: Reddit offers the ability to create live threads for covering events, news, or ongoing discussions. These threads are updated in real-time.
  12. Text Formatting: Users can use text formatting options like bold, italics, and strikethrough to enhance the appearance of their posts and comments.
  13. Code Blocks: Code blocks can be created using Markdown formatting, which is useful for discussing programming, software development, or technical topics.
  14. Embedded Links: When a link is posted, Reddit automatically fetches the title and description from the linked page and displays it in the post, making it easier for users to understand the content.
  15. Quizzes and Surveys: Some subreddits use third-party tools to conduct quizzes and surveys, allowing for interactive content.
  16. Charts and Graphs: In some subreddits, users share charts, graphs, and data visualizations to support their discussions or provide insights.
  17. Documents and PDFs: While not directly supported, users can link to documents and PDF files hosted on external platforms.

Types of Reddit Ads

Reddit offers several types of advertising options to help brands reach their target audiences on the platform. Here are the main types of Reddit ads along with their specifications:

  1. Sponsored Posts:
    • Sponsored posts appear in the Reddit feed alongside organic content. They can include a headline, a brand name, and a call-to-action (CTA) button.
    • Image Specifications:
      • Minimum Image Resolution: 400×300 pixels
      • Recommended Image Resolution: 1200×628 pixels
      • Maximum File Size: 20 MB
    • Headline: Up to 300 characters
    • Description: Up to 1,000 characters
    • CTA: Up to 20 characters (e.g., “Learn More,” “Shop Now”)
  2. Promoted Video:
    • Promoted videos are autoplay videos that appear in the Reddit feed. They are suitable for sharing brand messages and stories.
    • Video Specifications:
      • Length: Up to 15 seconds (recommended), max 3 minutes
      • File Type: MP4 or MOV
      • Aspect Ratio: 16:9 or 4:5
      • Resolution: Minimum 480×360 pixels, recommended 1920×1080 pixels
      • Maximum File Size: 1.5 GB
  3. Carousel Ads:
    • Carousel ads allow you to showcase multiple images or videos in a single ad, allowing for a more interactive and engaging experience.
    • Image/Video Specifications:
      • Same as Sponsored Posts and Promoted Video
    • Cards: You can include up to 5 cards in a carousel ad, each with its own headline, description, and CTA button.
  4. Reddit Premium Display Ads:
    • These ads appear in the right sidebar of Reddit on desktop and in the mobile app’s card view.
    • Image Specifications:
      • Image Resolution: 300×250 pixels
      • Maximum File Size: 150 KB
    • Headline: Up to 300 characters
    • Description: Up to 1,000 characters
  5. Mobile App Install Ads:
    • These ads are designed to promote mobile apps and drive installations. They include an app icon, headline, and CTA button.
    • App Icon: 1:1 aspect ratio
    • Headline: Up to 40 characters
    • CTA: Up to 20 characters
  6. Community Awards:
    • Community Awards are a unique form of advertising on Reddit where brands can create custom awards that Reddit users can give to each other.
    • Awards can have custom designs and names.
    • They can be used to promote a brand’s message or campaign.
  7. Trending Takeovers (Mobile):
    • Trending Takeovers allow brands to take over the Reddit app’s “Trending” tab for a day with a large, visually appealing ad.
    • Image Specifications:
      • Up to 1200×1800 pixels for the primary asset
      • 300×250 pixels image for the logo
      • File Type: PNG or JPG
  8. First-Party Data Targeting:
    • Reddit offers advanced targeting options, allowing you to reach specific audiences based on factors like location, interests, demographics, and more.

Reddit Advertising Cost

As of right now, the minimum daily spend for an ad on Reddit is $5.

Additionally, Reddit FAQ states, “The Reddit Ads platform uses a second price auction based system, which means you pay a cent higher than the next highest bidder. Because we are using an auction based system, there is a risk of 20% over-delivery when setting up an individual campaign.”

However, as of January 2019, Reddit changed their pricing model from CPM (cost-per-impression) bidding to CPC (cost-per-click). The CPC model will likely make it easier for brands to track conversion or traffic goals, and could result in changes in prices over time.

Brands Using Reddit For Marketing

In addition to the thousands of advertisers across the globe, Reddit’s potential has attracted several major brands.

  1. Nissan: They hitched their wagon to Reddit for the launch of the Nissan Juke. They did an “Ask Me Anything” (AMA) session with the design team, and folks sure took to it like bees to honey.

  2. Coca-Cola: The soda kings ventured onto Reddit with their “Share a Coke” campaign. They encouraged folks to share stories ’bout their personalized Coke bottles, and it got folks chattin’ like a poker game.

  3. Sephora: This here beauty brand ran a campaign called “Make Up No Makeup.” They partnered up with Reddit to help users get beauty advice straight from the cowgirl’s mouth, so to speak.

  4. Adobe: Them folks from Adobe got creative on Reddit by sharin’ tips and tricks for their software. They set up shop in a subreddit called r/IAmA, where famous folks answer questions from the townsfolk.

  5. Toyota: They rolled into Reddit with a clever campaign called “Tacoma Beast Mode.” It had some real wild photos and stories, and it sure got folks talkin’ ’bout their trucks.

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