The Reddit Marketing Guide
When discussing social media marketing, one immediately thinks of Facebook, Twitter, Instagram, or TikTok ! But for those who prefer the road less traveled, looking into Reddit marketing can also be an option. Dive into anything!
Similar to Twitch, Reddit is a somewhat more confidential platform and still relatively untapped by professionals. However, Reddit users (the famous “redditors”) have unique characteristics that others do not, and these could interest more than one brand. We explore this topic and explain how to integrate Reddit into your strategy!
So, what exactly is Reddit and how does it work ?
Reddit is not a typical social network, and this can be confusing when taking your first steps on the platform. The site follows more specific conventions compared to other social networks we are accustomed to. Its functioning is also different, as it resembles a forum more than a traditional social network, with a news feed and user profiles.
Understanding Subreddits and the Voting System
In practice, Reddit is divided into “subreddits,” which can be thought of as forum sections, each covering a specific topic. There is no predefined categorization or imposed theme. Anyone can create their own subreddit on almost any subject, and anyone can participate in or reply to any subreddit of their choice.
The complexity arises from the fact that responses are not sorted by publication date. Reddit has an integrated voting system. The position of each question or topic is determined by the number of upvotes and downvotes it receives. The same system applies to the answers provided. The content that appears first on a subreddit is, therefore, the one that the community has deemed most relevant.
A Community focused on expertise
This voting system has an immediate effect: it levels the content upwards. To be highlighted and read, it is imperative to provide relevant information. Trolls, long-winded posts with no substance, or content lacking additional value are quickly downvoted and relegated to obscurity.
Conversely, users elevate the messages that are most appreciated by the community and reward contributors with a points system called “karma.” As a result, Reddit becomes a unique social network, largely fueled by enthusiasts and experts. This system contrasts sharply with what is found on Facebook or Instagram, where each opinion holds equal weight.
Reddit, a powerful tool for conducting marketing intelligence
Reddit is a highly international platform, with a predominantly American user base. It hosts a diverse range of subreddits where a community of experts and enthusiasts share information and opinions. This makes it a paradise for professionals seeking new ways to conduct market research and intelligence, as Reddit often has an edge on trends and potential news in the coming months.
Reddit a souvent un temps d’avance sur les tendances ou sur ce qui pourrait faire l’actualité dans les prochains mois.
However, knowing where to look is essential. To be helpful, here is a non-exhaustive list of useful subreddits for marketers:
- r/webmarketing, r/marketing, and r/digital_marketing are quite general subreddits.
- r/socialmedia and r/socialmediaresearch focus on topics related to social media, with the latter prioritizing research and link sharing on the subject.
- For technical questions, you can visit subreddits like r/emailmarketing, r/SEO, r/analytics, or r/PPC for advertising-related discussions.
If you are new to Reddit, it’s advisable to observe the community’s norms before actively participating. Responding to other users’ questions before asking your own can be a good approach. Once you become familiar with the platform and if your queries haven’t been answered already, the redditors can be of great help as they are known to possess vast knowledge. In fact, it’s often said that if Reddit doesn’t have the answer, then no one does !
Getting into Reddit marketing as a brand: The “Do’s” and “Don’ts”
Reddit is undoubtedly an indispensable tool for conducting market research. However, can brands reach millions of redditors effectively ? The answer is both yes and no, as it depends on the specificities mentioned earlier.
Brands that are comfortable with English and focus on expertise will find Reddit to be a more suitable platform. Simultaneously, since Reddit covers a vast range of topics, the French-speaking community, consisting of over half a million people, can be a valuable audience for brands with the right information to share.
Nevertheless, it’s crucial not to directly transpose a social media strategy from platforms like Facebook or Twitter to Reddit. Reddit requires a different approach and some time investment. Moreover, it’s essential to adhere to explicit or implicit rules. To clarify this further, here’s a brief overview of “Do’s” and “Don’ts” for marketing on Reddit.
Marketing on Reddit: The “Don’ts”
Start posting without observing
We highly recommend taking some time to explore Reddit, its nuances, and its rules before diving in. Despite having a substantial audience, the platform is a bit less forgiving than the heavyweights in the industry. As a result, interactions are more regulated, and it’s essential to understand these norms before getting started.
Promote in non-sponsored posts
Most redditors are determined to maintain the platform’s quality and authenticity. Direct advertising within regular posts is not welcome here. Some have tried, but this approach immediately attracts the wrath of users.
Spam the same information across different subreddits
Spamming is not tolerated on Reddit, unlike what some might do in various private Facebook groups, for example. It is strictly prohibited according to the platform’s rules. Yielding to this temptation puts you at risk of being banned.
Marketing on Reddit: The “Do’s”
Read the rules before getting started
Let the one who has accepted rules without reading them cast the first stone! While it’s a common practice, take some time on Reddit to read both the general rules and the rules of the subreddits that interest you. They might have some variations. For example, some subreddits require you to include the main keyword in brackets in the title to facilitate searches.
Speak authentically and sincerely about what you know
Another advice that might sound basic but holds significant importance on Reddit. Keep in mind that you are addressing a community of experts. Taking liberties with the truth, being too approximate in your posts or responses, can put you in a difficult position at best. At worst, you risk receiving downvotes and losing reputation. When you speak up, make sure you have something interesting to say!
Respond to comments and unanswered questions
Being an active and recognized user on Reddit doesn’t always require creating new threads. Initially, we advise you to respond to comments and questions from others, especially those that haven’t received answers yet. It’s an excellent opportunity to earn upvotes. Later, you can create posts on those specific topics to appear in related searches.
Use RedditAds
Similar to other social networks, Reddit has its advertising platform called RedditAds. The advantage is that it allows you to target specific subreddits. For instance, if you are a clothing brand, you can target the subreddit r/fashion. The ads are presented as a title and a link, and businesses use this space to highlight news or events related to their brands.
In conclusion: the best approach is to give it a try !
We agree that Reddit can seem a bit overwhelming and chaotic at first glance. The voting system might also seem daunting. However, we assure you that the platform is not as complicated to engage with as it might appear. Once you become familiar with it, you won’t be able to do without it. Whether it’s for conducting market research, networking with other professionals or experts in your field, or answering questions from people who can benefit from your services or products, Reddit offers valuable opportunities. The hardest part is getting started, so why not take the plunge and explore all that Reddit has to offer ?
