Reddit is a social media platform often described as “the front page of the internet.” Launched in 2005, it has grown significantly in recent years, now boasting up to 101.7 million daily active users (Q3 2024).

Unlike other social platforms, Reddit is structured around thousands of user-created communities called subreddits, each dedicated to a specific topic. This structure fosters in-depth discussions and a strong sense of community among users.

One of the key advantages of Reddit for marketing is its exceptional search engine optimisation (SEO) potential. Google’s algorithms increasingly prioritise human interactions, and since Reddit is filled with organic discussions and user-generated content, its threads frequently appear at the top of search engine results. This makes Reddit a valuable tool for brands looking to enhance their online visibility.

Reddit is unlike any other social media platform. You can’t just create an account, post promotional content, and expect engagement. In fact, overt marketing can backfire, drawing criticism from the highly engaged and protective Reddit community. However, if done correctly, Reddit can be a goldmine for brands looking to build trust, gain insights, and even drive traffic.

Reddit’s niche communities allow businesses to engage directly with highly targeted audiences. However, before diving into Reddit marketing, it’s crucial to research relevant subreddits to ensure they align with your brand and have an active user base. Understanding the culture and norms of each community is essential to engaging effectively without coming across as overly promotional.

This guide will explain the right and wrong ways to market on Reddit, from organic engagement to running paid ads.

Why Market on Reddit?

Reddit’s unique structure and user base make it an appealing but challenging platform for marketers. Here’s why it’s worth considering:

• Massive and growing audience: With hundreds of millions of active users, Reddit has seen exponential growth, especially after recent Google algorithm changes that prioritise its content in search results.
• Highly engaged niche communities: Reddit users self-organise into interest-based subreddits, making it easier to reach the right audience.
• Lower competition: Many brands avoid Reddit due to its challenging nature, creating an opportunity for those who navigate it well.
• Access to untapped audiences: Many Redditors don’t actively use other social platforms, meaning you could reach a new audience.

Organic Marketing on Reddit

Unlike other social platforms, Reddit does not allow businesses to simply post promotional content. Instead, organic marketing must be approached carefully and authentically.

1. Engage in Subreddits

Find and participate in subreddits relevant to your industry. However, do so as a genuine contributor rather than a marketer.

• Follow subreddit rules: Each subreddit has strict posting guidelines, and many ban overt self-promotion.
• Be helpful, not promotional: Offer valuable insights, answer questions, and engage in discussions.
• Build credibility: Before mentioning your brand, establish yourself as a knowledgeable and trustworthy member.
• Monitor brand mentions: Use tools like Google Alerts or Reddit search to track discussions about your brand.

2. Share High-Value Content

If you create genuinely useful content, it may be shared organically. This works best when the content is informative, engaging, or entertaining.

• Industry insights
• Unique data/research
• High-quality infographics or AMAs (Ask Me Anything sessions)

3. Consider Creating a Subreddit for Your Brand

This approach is only suitable for well-known brands or those with a strong community aspect. A dedicated subreddit can serve as a support hub, discussion forum, or place for customers to engage.

4. Hosting an AMA (Ask Me Anything)

• AMAs allow businesses to interact with Reddit users in a transparent way.
• They work best when hosted by founders, industry experts, or key team members.
• Ensure responses are authentic and not overly promotional.

Advertising on Reddit

If you want to directly promote your business on Reddit, paid advertising is the best (and only) way to do so effectively.

Types of Reddit Ads

Reddit offers two main ad formats:

1. Takeover Ads

These are premium placements that allow brands to dominate specific sections of Reddit. Options include:

• Subreddit Takeovers (ads appearing at the top of specific subreddits)
• Front Page Takeovers
• Category Takeovers (e.g., gaming, finance, tech)

2. Promoted Posts

These work similarly to boosted posts on other platforms and appear in the Reddit feed with a “Promoted” tag. Types include:

• Free-form ads: A mix of text, images, videos, and GIFs.
• Image ads: A single image with text.
• Video ads: Autoplaying videos in users’ feeds.
• Carousel ads: Multiple swipeable images or videos.
• Conversation ads: Appear below posts before the first user comments.
• Product ads: Shopping ads targeted to relevant discussions.
• AMA ads: Sponsored “Ask Me Anything” sessions, great for engagement.

Targeting Options

Reddit’s ad platform offers several targeting methods:

• Subreddit targeting: Show ads within specific communities.
• Interest targeting: Reach users based on topics they engage with.
• Location targeting: Target specific countries, states, or cities.
• Device targeting: Differentiate between mobile and desktop users.
• Time-based targeting: Deliver ads at optimal times.
• Custom audiences: Use pixel tracking for retargeting.

Setting Up a Reddit Ad Campaign

1. Create an account at ads.reddit.com.
2. Choose your objective:
   • Brand Awareness
   • Conversions
   • Website Traffic
   • Video Views
   • App Installs
3. Select your audience targeting.
4. Pick an ad format (promoted post, carousel, video, etc.).
5. Set your budget and bidding strategy.
6. Launch and monitor your campaign.

Key Takeaways for marketing on Reddit

1. Understand Reddit’s Culture:
   Read posts and comments to grasp the platform’s unique tone and humour.
2. Participate Before Promoting
   Reddit users value genuine engagement. Respond to comments, participate in discussions, and contribute meaningful insights.
3. Leverage Subreddits
   Identify relevant subreddits where your audience is active, contribute to conversations, offer advice. Remember, each subreddit has its own guidelines—be sure to follow them.
4. Share Valuable Content
   Instead of direct promotions, focus on providing helpful information, case studies, or unique insights that naturally encourage engagement.
5. Avoid Over-Promotion
   Focus on providing value rather than pushing your brand and always be transparent
6. Leverage AMA (Ask Me Anything) Sessions
   Hosting an AMA can be a great way to build credibility and engage directly with Reddit users. Ensure you have something valuable to share and be prepared for an honest conversation.
7. Use Reddit Ads
   If done correctly, Reddit Ads can be an effective way to reach niche audiences. They allow for precise targeting based on user interests and subreddit activity. Additionally, Reddit Ads offer the option to switch off comments. While this can help control the conversation, enabling comments can foster engagement and encourage discussions. If comments are turned on, it’s crucial to monitor responses and engage thoughtfully.
8. Monitor Brand Mentions and Gather Feedback
   Many discussions about brands and industries happen organically on Reddit. Tracking these mentions can offer valuable insights and opportunities for engagement. Reddit is also an excellent platform for gathering honest customer feedback, which can help refine products, services, and marketing strategies.

Conclusion

Reddit presents a unique marketing opportunity for brands willing to engage with its communities authentically. With its strong SEO benefits, niche audience targeting, and high engagement potential, Reddit can be a powerful addition to a brand’s digital strategy. However, success on the platform requires careful research, active participation, and a focus on providing value rather than overt advertising. By respecting Reddit’s culture and leveraging its strengths, businesses can build credibility and foster meaningful connections with their target audiences.

By following this guide, you can use Reddit to build brand credibility, engage with niche communities, and drive meaningful results—without attracting the dreaded wrath of Redditors.

If you have any questions, please get in touch with our team, and we will be happy to help!