If you’ve avoided using Reddit as part of your marketing strategy because you think it’s just another place for memes and long comment threads – think again.
Reddit is a different beast compared to Instagram, LinkedIn or TikTok. There’s no real algorithm to “beat.” Forget about chasing down trending audio or curating a perfectly branded Instagram grid. On Reddit, content lives or dies by user engagement with upvotes, downvotes and comment rewards.
Reddit is one of the most trusted corners of the internet, which is why it’s an essential tool for market research and brand listening.
Why people use Reddit (and why marketers should care)
For those unaware of why Reddit even exists, there are a couple of major reasons why it stands out in the social media sphere.
First, it’s user centric. Put aside the vertical videos and high-quality photos (although those do have a place in the occasional Reddit thread), and be ready to contribute to the conversation. Reddit lets users upvote and downvote content, determining what appears on the Reddit homepage and subreddit highlights.
Second, it’s a trusted resource to stay informed or for research to learn something new. Traveling to Paris? Check out r/ParisTravelGuide. Needing to process the latest episode of Survivor? r/Survivor is the place to be for post-episode discussion. Looking for a new way to report marketing metrics? Head over to r/DigitalMarketing.
Lastly, it’s funny. Some of the funniest conversations go down on Reddit. This is exactly why it’s a go-to source for marketers to keep the pulse on cultural trends in real time.
Brand research and social listening
While posting on other platforms can feel like shouting into the void, Reddit is where people go to really talk. They share unfiltered opinions, ask real questions and (sometimes brutally) review products and services.
This makes Reddit a perfect social listening tool and digital marketing resource for brands and businesses alike.
- Brand research
Want to know what people really think about your product or your industry? A quick subreddit search will give you more candid feedback than most paid focus groups.
- Market research
Before you launch something new, include Reddit in your market research process. Dig up conversations in relevant communities to see what your target audience is talking about.
- Brand positioning
Notice how people describe your competitors versus you? That language can help refine your messaging, plan your social media content and inform your SEO strategy. Potentially, it could even drive an investment in future product features or service offerings.
A Reddit engagement strategy isn’t your run-of-the-mill social media tactic. Done right, it’s one of the most creative ways to reach people where they’re authentically thinking, talking, and making buying decisions.
Brand engagement on Reddit
Reddit isn’t like other social media platforms where brands are expected to jump into every conversation. If fact, Redditors get easily annoyed when brands insert themselves into conversations where they don’t really belong.
Because of this, engagement is a delicate balance, and the wrong move can backfire fast. If you’re going to speak up as the face of your brand, make sure you’re doing so authentically and for the right reasons. Remember, audiences relate to authentic branding.
So, when is it OK to engage as your brand or brand representative? First off, do your homework. Read the subreddit rules and top or controversial threads to understand its culture.
If you choose to engage, you must have value to add. Answer questions, clarify product details or genuinely share advice or behind-the-scenes knowledge. Keep your tone casual and real, and be ready for all of the honest feedback.
For example, host an Ask Me Anything (AMA) session on Reddit is a great strategic way to encourage word-of-mouth marketing. It lets you answer audience questions directly, showcase your expertise and give you a front seat to gather audience intel and brand research.
Don’t come in hot with a salesy advertisement. Users can sniff out inauthenticity from a mile away. Steer clear if your goal is pushing sales. Reddit’s communities aren’t built for cold pitches like this, and there’s a potential you could even get banned from a subreddit if you disrespect its rules.
When to run Reddit ads – and when to skip them
Running ads on Reddit holds more risk than your typical social media advertising strategy.
First, you have to answer the age-old question… “Does my brand need to have a presence here?” And no, the question is not if you want your brand active on Reddit. If you storm in shouting about a “limited-time offer,” you’ll get virtually side-eyed and then likely either forgotten or remembered for the wrong reasons.
Reddit ads have the potential to be a powerful part of your digital marketing mix – but only if you respect the culture.
Run Reddit ads and engagement as your brand if:
- Your target audience hangs out in specific niche subreddits — and you’ve done the homework to know which ones.
- You can create native-looking ads that feel like part of the conversation rather than a hard sell.
- You’re testing a digital marketing campaign and want to reach a highly engaged, self-selecting audience.
Skip Reddit ads and brand engagement if:
- You’re trying to reach a broad, undefined audience. Reddit’s power is in its niches, not mass reach. However, if you have a million-dollar advertising budget, you would be able to reach a larger-scale audience.
- You don’t have the resources to monitor and respond to comments.
- You’re allergic to honest feedback or afraid to report on negative comments. Redditors will tell you exactly what they think.
Treat Reddit like an ongoing focus group
Used strategically, Reddit can fuel brand research, market insights, and SEO ideas you won’t get from a traditional analysis. It’s raw, it’s real, and it’s one of the best places to see what people actually care about.
Before your next marketing campaign, take a deep dive into the subreddits your customers live in. Consider adding these subreddit details to your audience personas. Use the power of Reddit to fuel your marketing strategy.
You might walk away with sharper messaging, stronger positioning, and a few memes that make it into your next content calendar.
