Is Reddit marketing a branch of social media marketing? And if so, would you use it to up your social media marketing game?
Most social media marketers think of Reddit after they’ve thought of the rest of social media platforms, like the giants such as Facebook and Instagram, that can turn anyone into a power influencer and create brand engagement and exposure like no other.
However, Reddit is almost as large as the giants, and it is not as widely used when it comes to marketing.
But how are you going to make it big using Reddit?
Starting off with the facts
There is no way you don’t know what Reddit is. As a platform, it’s a true content goldmine, with anything from user questions to news, reviews, and how-tos.
Four hundred and thirty million users give as many chances at conversion, which is definitely a lot.
As a platform, Reddit focuses on creating clusters of content through its users. In actuality, Reddit is a user-centered platform, in the sense that the users post content that gets upvotes or downvotes. The content that gets upvoted most rises to the top.
According to their interests, likes, and dislikes, users can participate in any community – also called a “Subreddit” – they’d like. Subreddits are made up of the content clusters mentioned above.
For example, one of my absolute favorite subreddits is /r/Emailmarketing, which contains pretty much anything an email marketer could need. There is the option of asking or answering important email marketing questions – making some allies along the way.
The upvotes and downvotes are very helpful in determining what kind of content you’d like to see and what you’ll ignore and move on. And if you’ve got an answer to a question, that’s even better.
In the image above, a user needs advice on creating and sending an email campaign. This is one of the most common questions. You can see five upvotes – which is kind of a lot – and thirteen comments – which is also a lot, considering the subreddit itself.
These numbers indicate that there are users in need of guidance. If you’re one of them, or if you’ve got an answer to the question, this is your time to shine.
The user has the freedom to do as they like when using this platform. They can engage, leave things, and even follow the news of their area.
But this type of freedom is what leads common social media marketing to fail on this platform. “Redditors” are the Kings of memes, and they’re known to roast anyone that wants to take advantage of their culture for a quick buck, be it a marketer or an actual brand. Therefore, this social media platform needs marketing tactics that could come up organically.
Who is the average user?
I could say that I am the average Reddit user, but that would be a lie. I’m not as invested.
The average Reddit user will sit and spend hours upon hours. They’re always looking for something, be it entertaining or informative.
For example, they could be looking for “Cat vs. Cucumber” videos that are just for laughs, or they could be looking for team motivation tips that could be useful when it comes to their job and getting through the day.
Interacting with the average Redditor allows you to get into their minds, find out what they love, and, in the end, know how to present your brand to them in a way that will feel natural.
How to use the platform
Reddit marketing is not like other types of social media marketing since it consists of close-knit communities rather than individuals following, liking, and sharing.
This can be both a blessing and a curse. So, let’s see some best practices.
Be a Redditor
Redditors – or members of Reddit – are people that interact with their chosen communities and subreddits and embrace the Reddit culture. From its peculiar sense of humor to determining whether or not people are “AITA.”
So, don’t try to set up a business account and exploit the platform right off the bat. Start participating in subreddits, answering questions, and posting as a user, not a marketer.
Also, it’s imperative that you familiarize yourself with the lingo. Posting without knowing what “Cakeday” or “OP” means will raise suspicion.
Make sure to comment on posts and get to know communities and users – and allow them to get to know you as well. Refrain from talking about your brand and your services right off the bat.
Creating content for Reddit is not the same as creating content for Facebook or Instagram.
Be Mindful of Your Content
At first, make sure to create content that will get a few upvotes and comments. Create it as an individual. This will show you what the community likes and dislikes. Make sure to reply to comments and ask questions on becoming a better creator.
If, for example, you’re a photographer, show your work as an individual and not the work of the photography agency you may be working for.
Know the Different Types of Content
Remember that Reddit loves videos, GIFs, and anything visual. Text posts are also extremely popular, whereas blog posts are popular only in communities that have to do with blogging.
What Reddit – and Redditors – hate is content that isn’t original and can be found on your other social media profiles, as well as inconsistent posters.
For example, stock videos will not fly here, nor will content that is a repost from one of your brand’s other social media profiles.
You need content that will look like it can contribute: original, helpful, answering a question, or asking a different one.
In short, anything that looks and feels organic and authentic.
Lastly, being original means being honest. Don’t try to trick Redditors into anything. Thousands of subreddits are dedicated to finding accounts that create threads that get a suspiciously large amount of upvotes and have a visual communication type that looks suspiciously like a specific brand’s.
Communicate and interact the same way a person would, or Redditors will roast you. It’s organic all the way here.
Think of participating in a subreddit like going to a new friend’s house and meeting their family. Before going, you’d definitely ask your friend about their likes, dislikes, and whether or not there are any hot topics nobody talks about.
Same goes for your subreddits.
Not taking your subreddit’s culture into account is wildly inappropriate and disrespectful. It would be best if you read the subreddit rules first:
Then, try to read the room and get into the subreddit’s unique mindset. This will show you how to interact with users when posting organically.
But it will show you another thing as well: How to use their comments like you’d use customer feedback. And customer feedback is the element that could build an empire of high conversion rates.
Find Relevant Subreddits
Going on all subreddits and posting everywhere is a no-no and will most likely draw unwanted attention to you.
After setting up an account and before engaging in communication with other Redditors, make sure to find subreddits relevant to your niche. That way, you’ll be able to target your audience effectively.
Remember when I mentioned blogging above? Well, if you need to promote your blog, go to /r/Blogging. Don’t start promoting right away, though.
See how members interact and what they say to each other. Try to mimic their tone of voice. Answer a question on starting a blog by casually mentioning your blog and your experience when you first created it.
Once everyone is comfortable with your presence, start talking about your blog. And when 30 days pass, and if you feel adventurous, create your own subreddit that could be dedicated to your blog’s niche.
Is Reddit a good fit?
I can’t close this post without mentioning this. Not all platforms are a good fit for every brand and niche.
Reddit is not the platform where marketers thrive or where sales pitches are given the time of day:
So, if you’re not willing to think like a user first, Reddit is not for you. Redditors will tear you apart, as the example above suggests.
However, if your brand can offer any insight into wholesome stories with a happy or rewarding ending, tips on digital learning, and education on pretty much any topic, or any technological factoid, then Redditors will love you.
The same goes for information and conversation on art, music, science, or even more popular topics like nutrition and fitness, or complex and controversial political topics.
If, as a marketer, you can’t use Reddit to give insight into the above topics first, then perhaps Reddit marketing is not for your brand.
The same goes if you insist on “hacking the system” with fake accounts or sharing unoriginal content.
Guest author: Téa Liarokapi is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.