How To Advertise On Reddit: My Experience & 9 Ideas for Advertising on Reddit

Reddit has generated 8 billion page views from nearly 234 million unique monthly visitors. It has thousands of targeted communities organized around every conceivable topic. It’s the largest, most influential and most engaged community/platform/website on the entire Internet. It’s the self-proclaimed Front Page of The Internet – and the home of the Internet’s tastemakers with the people most likely to talk and voice opinions.

Reddit has cheap traffic. It has tons of very targeted ad inventory.

Based on stats alone, it should be a marketer’s dream…but marketers (still) aren’t really showing up like you’d expect. There are a lot of reasons for this – from it’s raucous and controversial reputation to its ugly interface to its odd subculture. It’s also not a safe, censored, walled garden like Facebook, and doesn’t have the mass culture buzz of Twitter. You may think advertising on Reddit is an uphill battle and not worth it – just like all too many of the advertisers out there.

Editor’s Note – This post was originally published in 2013 and was completely revised in 2017 (though most of what was true in 2013 about Reddit still is). Enjoy!

The fact that so many advertisers ignore Reddit represents a huge opportunity. Reddit is a wide-open platform for advertisers willing to spend time doing Reddit advertising correctly.

That’s because (compared to Google AdWords or Facebook Ads) no one knows how to advertise on Reddit. And often the advertisers who think they know how to advertise on Reddit… don’t actually know how to do it well (and often end up hurting their brands in the process). Here’s The Atlantic & HubSpot on the topic.

With everyone else failing on or ignoring the opportunity – those who can do it well stand to benefit even more. Reddit needs advertisers – and is working to make their ad platform even better. And the audience keeps growing month after month.

I recently did my first Reddit ad campaign. Here’s a walk-through of best practices on how to set up your campaign, my experience with a short, targeted campaign, and some ideas that I’d love to see other advertisers test and report on plus some next steps for how you can try Reddit out now.

How To Advertise on Reddit

Here are the best practices and steps that I walked through before running my Reddit advertisement (or “promotion” in Reddit jargon).

1. Understand the opportunity and downsides

Reddit is a site where people submit links (to a specific subreddit that pertains to a certain topic, such as “Gaming”) and users vote it up or down.

A submission receives more visibility if it receives more upvotes than downvotes, and can receive even more if it rapidly gets more upvotes in comparison to downvotes.

Every Reddit user also has a “Front Page” – which is the top posts at any given moment from all their subscribed subreddits. The Front Page of Reddit is known as the “Front Page of The Internet” because the pieces of content that get shared and circulate around the Internet are often first found and shared from the Front Page.

Your opportunity to advertise on Reddit is to pay to have the top post/link spot on any given subreddit (or the Front Page). Here’s an example of a front-page ad:

The big opportunity of Reddit is that there are subreddits organized around every conceivable topic and interest. Every. Conceivable. Topic.

Not only is the targeting amazing – but Redditors are known as the tastemakers of the Internet and some of the most influential opinions online.

Want to advertise to golfers? Forget trying to guess with Google AdWords. To advertise on the /r/golf subreddit where people are actively talking about golf, like this:

That’s the opportunity – lots of targeted, potentially influential pageviews.

But there are potential issues that can be a major downside or opportunity depending on your outlook.

Redditors have a well-known and active disdain for marketers and advertisers. They are very, very opinionated, and they are very culturally aware and often highly conscious about products and companies.

If your product is awful or if you are a direct-response, sales-driven type – then Reddit is not going to be a good fit for you.

The Oatmeal has a great comic here that lays the ground rules of how to advertise on Reddit. So if you want a cheap, valuable way to get exposure and get in front of a very interested audience – let’s move on to the basics of how to advertise on Reddit.

2. Understand the basics

Here’s what you’re buying.

It’s unobtrusive, but it’s also the top post on the subreddit you’re advertising on – which dovetails into what you’re really buying – a Reddit post that will instantly be at the top (ie, you should write the ad like a Reddit post, which we’ll get to in a second).

Reddit has a full list of FAQs over here. But the basic rules are – just be cool. No weird redirects, no misleading headlines, no rush (it takes 48 hours for ad approval), no targeting multiple subreddits at the same time.

You run a “campaign” which is 1 promotion on 1 subreddit (or the Front Page) for a set amount of time.

All Reddit ads are based on CPM – that is, you get 1000 views for $[Your Bid] – which can be a fraction of the cost of many ad platforms if your click-through rate is decent.

Plus, unlike Facebook where you are advertising to people who are might “like” your topic…but might not be interested at the moment, advertising on a subreddit allows you to get in front of people who are not only interested in a topic but who are also actively thinking about that topic when they see your ad.

In other words, I might be generally interested in hiking and interested in a camping equipment special. But, I’m not open to buying equipment all the time – usually only in the weeks preceding a hike. With Facebook interest targeting, you may or may not hit that window.

However, with an ad on /r/WildernessBackpacking, you’ll get in front of me when I’m actively researching a trip.

The Dashboard does provide CPC stats and a CSV export for analysis. Minimum budget for a campaign is $5 up to $9,999.

3. Set up an advertising account

Don’t run a campaign with your personal Reddit handle. You should use a new username because it allows you to keep business and personal personas separate. People can click on your username to see what you’ve been viewing and upvoting while logged in, plus you’ll be using that username to interact with comments on your ad.

So go get a new username (get one here) to run your campaigns with. Don’t make it weird – preferably make it transparent since anecdotally Redditors have become allergic to affiliates running branded ads. So, in my opinion, it helps to have an extra aura of transparency and legitimacy.

4. Find your audience

Unless you are a blockbuster movie or an agency for Nike trying to “maximize spend” – don’t advertise on the Front Page. It may be cheap – but it won’t be targeted at all. Redditors go to the Front Page looking for something, anything crazy, funny, or interesting to click on, so you will quickly go through the budget without a ton to show for it.

Redditors go to subreddits though to find things on specific topics. It’s on subreddits that you’ll get a chance to get exposure to a very specific, involved (and often influential) audience.

The problem is that you have to find them – and hit 3 criteria to create a good campaign.

• You have to find the topically correct subreddit
• The subreddit has to have enough pageviews to meet the minimum spend
• The subreddit has to be small enough to be relevant

Finding the topically correct subreddit

Subreddits can be created by anyone about anything. They have no naming conventions, and create a huge universe of communities. It can be daunting to browse and sort.

To help you sort options, Reddit provides “subreddit bundles” – similar to StumbleUpon bundles. You can also use tools like RedditList or SnoopSnoo to dig up worthwhile subreddits.

What I would not do is use only bundles or 3rd party tools. They can help do general sorting, but you’ll still need to use some human judgment. When in doubt with Reddit advertising – always go for more custom or more researched option.

In addition, Reddit is in many ways a microcosm of the Internet…and has all the not so cool stuff that exists on the Internet in general which automated processes have a hard time sifting. If you try to automate the process…you might end up somewhere you don’t want to be.

Instead – complement the tools with general Reddit searches and follow the links. Nearly all subreddits link to other subreddits and recommend other communities. With search, you’ll quickly find the big ones – like /r/technology – but will be able to click and dig up a few communities that look interesting.

Like any marketing campaign, the extra bit of legwork and planning is what will really set your campaign up for success.

The subreddit has to have enough pageviews in order to run promotions

A campaign has a minimum spend of $5 – and costs $0.75 per thousand pageviews. You can purchase up to 3 months out.

What this means is that you have to find a subreddit that will have 6,600 pageviews over the course of 3 months to run a campaign on it.

You never really know until you go to set up your campaign if a small subreddit can pass minimum muster – but you can take note of the stat found on the right sidebar of all subreddits – “### of users here now”

To get 6,600 pageviews in 3 months – a subreddit will need 73 visits per day. If there’s only 5 users lurking on the subreddit – it’s not going to make the minimum. I’d make sure a subreddit has at least a couple dozen users online at any given moment to make your shortlist – or more than 5,000 subscribers (ie, subscribers don’t necessarily visit every day).

Make a list of subreddits that you’d want to run a campaign on

Make a note about what types of posts show up on each subreddit. Note the phrasing of posts that perform well. Note the expertise, skill level, and overall knowledge of the posts. For example, the /r/technology subreddit links to several tech support subreddits. Each caters to either a specific type of platform – or a certain skill level.

If you’re running a contest to win a new desktop gaming motherboard, then you will not want to advertise on a subreddit with beginners getting help on basic computer issues.

Would your advertisement fit? Just because a subreddit covers your topic doesn’t mean that the audience is your target audience. Note the questions and responses to get an idea of fit. Sometimes a subreddit will be purely questions and answers – and no submissions of outside content. You can look at the upvote count to the left of each post to get a sense of what types of posts do well.

Once you have all that figured out – you can go and create your campaign.

5. Set up Your Campaign

Reddit has dramatically improved their self-serve ad platform since 2013. It’s straightforward and user-friendly. Here’s how I set up a small test campaign for this post.

Start by visiting Reddit Advertising. Click on Create an Ad.

You’ll be sent directly to the create new promotion screen. Follow all the instructions.

Be sure to spend time on imagery – and build out a URL that you can track in Google Analytics (guide here).

Write a conversational title. Allow comments.

There are plenty of Reddit ad examples (see this case study). But remember that there are few best practices. Create a couple different ads to experiment.

Here’s an ad that has worked well for me.

After creating your first ad, you’ll return back to the Dashboard to choose your targeting and/or create new ads.

Like I mentioned earlier, you can choose bundles or manually enter subreddits.

When you go to type in your subreddits, they have a handy search function built in.

Choose your platform and budget. Do not send mobile traffic to a mobile unfriendly page.

After that, you’ll confirm your campaign and send to the Reddit approval queue.

6. Wait for launch – watch your Dashboard

To keep an eye on your promotions – you just use the self-serve advertising tab in Reddit once you log in. You’ll also get an email when your ad is live.

Once your ad is live, you get hour by hour impression and click data.

9. Monitor, Analyze, Test, Iterate!

While your ad is live, be sure you watch for comments that you need to respond to, watch Google Analytics to see what the traffic is doing once it’s on your site (mine had a lower than expected Bounce Rate, but only 1 sign up, which I’ll get to in a moment).

Come up with ideas on how you can improve the campaign, implement the changes, and repeat the process.

My Reddit Advertising Experience

In 2013…

My goal with Reddit advertising in 2013 was to simply try it out. I had some expectations of conversions – but did not dedicate a ton of budget (I ran with $30), and only built 1 promotion.

I ran the promotion on/r/web_design (a subreddit about…web design) and /r/webdesign (which has now merged with web_design but gets a fair amount of impressions just from its archive).

My ad’s landing page was my homepage (which is a landing page anyway), so that I could compare bounce rates and conversions directly with other sources. And the goal was newsletter signups. The newsletter is written for people designing their own site who are also interested in the marketing/analytics side of things – so I figured I had good tabs on a target audience.

Here’s the results from 2013…(the /r/webdesign is still running though)…

Results of My 1st Reddit Ad Experience

I ended up with 2 conversions (so a $12 cost per conversion). The CTR is not what I had hoped, but the CPC was very cheap for my market. From my limited experiment – if you put it as a direct response medium – Reddit is going to be pretty poor – no matter how well you run your campaign.

However, if you put it closer to the top of the funnel – building awareness – then it can be really effective. I got a lot of clicks for a good price (and no, they didn’t all bounce – which was my experience with StumbleUpon last year). And there are several instances where it would be a really effective channel (we’ll get to those in a second).

I did discover a bit of a secret to advertising on Reddit, which is that you can buy up inventory for really cheap – especially on smaller, targeted subreddits. In fact, you can buy up the maximum amount of inventory on a subreddit for fairly cheap.

I bought up all the inventory on /r/webdesign until next February. For my site, it won’t be world-changing. However, I will definitely pay $10 to be there anytime someone is browsing old web design discussions (not to mention being in front of people who can link to me from their sites).

Buying up a subreddit’s entire inventory is definitely something I will be exploring, and am surprised more brands aren’t doing it already.

In 2016…

I’ve learned to run many targeted campaigns since 2013. But for this post update, I decided to run a very similar one to the original test in 2013.

Here are the results –

Traffic is even cheaper now than it was back in 2013 – though that might be because of my better targeting. Either way, the CPC was cheaper than my current Facebook direct response campaign – and certainly cheaper than my Google AdWords Display Network campaign.

But what’s even more interesting is that traffic was higher quality. I had much higher session duration AND much higher signup rates.

My CPA ended up a bit more expensive than in 2013, but looking at the email addresses – they seemed more legit this time around.

The catch for me is that the subreddits that send good traffic do not have enough inventory. Every time I try to broaden my campaign – I fall short. But I’m also more in B2B with a very specific audience (DIYers and Freelancers).

Companies that do consistently well on Reddit have a product with broad, consumer appeal. If that’s your audience, then you should have the opportunity to scale out your campaigns.

Like any ad platform, there are tradeoffs. The catch is in the optimization.

Overall, Reddit is still a quirky PPC source. It has a lot of opportunities but still belongs at top of the funnel. With that said – here’s some ideas on using Reddit advertising effectively.

Reddit Advertising Ideas to Experiment With

Reddit advertising (still) isn’t mainstream yet, but it does already have a certain style that is defined by the platform. It’s also not a direct response (ie, click the ad, make a sale) type of channel. That said, there is a lot of room for experimentation – and figuring out how and where it can fit into your marketing plan. Here’s some ideas that I would like try – or see the results of someone else trying it.

1. Content promotion

Do you have genuinely interesting content? Redditors generally frown upon submitting only your own stuff to a subreddit, but taking an ad out and getting a placement at the top is much approved.

You get cheap impressions, cheap clicks, exposure to an audience who is likely to re-share it and promote it. And beyond that, hopefully, your content serves its purpose well.

If you’ve found success through content marketing – using Reddit to promote your content can be a solid, cheap complement to your Facebook/Twitter/everything else strategy.

2. Short campaigns & lots of testing

One thing that Reddit doesn’t allow is changes to your ad during your campaign. I ran my campaign for a week. I’d be interested to see what it looks like to run multiple short campaigns for a single promotion – testing out different headlines, images, etc.

It’s standard practice in most online advertising networks to have multiple versions of the same ad – but it’s something that’s a bit difficult on Reddit’s platform. They give you excellent by-the-hour and impression data – but hacking an A/B test together would be interesting.

One method would be to find a subreddit with plenty of pageviews to run a 1-day promotion. Then set up several 1-day promotions with each alternating your A/B test. Run the promotions for several days, then take the CSV files and run an analysis on click-through rate. It would be far from perfect, but something worth testing in and of itself.

3. Events, Contests & Giveaways

Reddit advertising is very “top of the funnel” – which is why it would work well for content marketing. However, if you’re on a tighter budget with a focus on direct response & last click conversions – something like event registrations and contests would be an interesting route to take.

You wouldn’t need a hard sell (something that’s not going to work anyway), but you would at least get to have a follow-up interaction – and possibly get an email, like, or follow out of it – some way to get an opt-in.

4. One-off Promotions

If you’re really looking for direct-response, one-off promotions might work depending on your product, conversion rate, and margins. I’ve seen niche brands and niche tools run fairly frequent ads on Reddit – often enough to where I assume that they must be making money – or at least generating awareness that pays off later.

Either way – test, analyze, repeat.

5. Being a “permanent sponsor”

As I noted at the beginning of the how to advertise on Reddit section – finding a good subreddit is the majority of the work. Once you’ve found one that has the right audience – check to see what it would cost to buy all the inventory. I mentioned buying up all the inventory of a specific subreddit at the end of my experience, and want to reiterate it.

It may very well be worth buying all the inventory of a subreddit that’s very relevant to your business. I know I did it for/r/webdesign. You can buy up to 3 months of pageviews. So whatever the impression data is x $[your bid] – and it can be yours.

In any other medium (especially in the physical world), advertisers would typically jump at the chance to be the sole sponsor of a community made up of people interested in their product. And there are dozens of targeted subreddits waiting for an advertiser to find them and advertise on them for a very cheap rate.

After a while, you can use it to engage with moderators and be involved in organic marketing.

6. New Product Feedback

Do you have a new product or service that you want to get feedback on without paying much for an expensive focus group? A landing page + Reddit ads or a Google Survey + Reddit ads may very well work. Or at least give you some good initial feedback.

7. Copywriting by the Numbers

Tim Ferris crafted the title and subtitle of Four Hour Work Week by split testing Google search ads. He’d try different headlines – and the ones with the highest click-through rate won.

Reddit ads would also be a great way to test product names, headlines, and unique sales propositions. It’s cheap and measurable. Write a headline for a book, product, etc and run short promotions just to test the CTR for each of your target audience. You’d have to be careful though to set it up properly given the 1 promotion, 1 subreddit limitation.

8. Retargeting

Retargeting on landing pages used to be against Reddit TOS. I couldn’t find anything about it now that they have updated their ad platform. It’s also a moot point with the ability to build audiences in Google Analytics.

Either way, I would definitely build out a specific retargeting audience for your campaign…especially because they are going to need a very specific message and tailored frequency to not have it blow up in your face. But have it nonetheless – if only to exclude your Reddit visitors from your general retargeting campaigns.

9. Soliciting comments

Reddit ads are interactive! If you have the time and wherewithal to monitor and provide responses – I would explore directly soliciting for comments on the ad either in the headline or on your landing page. Feedback and conversation is always a good thing.

Next Steps

For less than $100 – I was able to get 75,000 impressions in front of my target audience, with 347 clicks, and 5 conversions. Plus, I bought up 3 months of inventory on a very targeted community of exactly the people I want to be in front of.

You don’t even have to spend that much. All it takes is $5 to run a promotion on Reddit.

1. Head over to Reddit, and click around. See what it’s about. See if you can find a relevant subreddit for your market.

2. Get a username, and set up a test promotion. It’s $5 – and you have a huge upside to getting in on a medium that many advertisers ignore while Reddit’s traffic and communities keep growing.

#NateShivar

The Complete Guide to Marketing Your Business on Reddit

Why is Reddit important to your marketing strategy? In a word, traffic. On Alexa, Reddit ranks 26th globally and 11th in the United States. Reddit is often the birthplace of all kinds of memetic content — typically, when something hits the front page of Reddit, it ends up spreading way past Reddit. This is both because of the site’s popularity and because of the demographics of its user base. Most people using Reddit are fairly Internet-savvy individuals, and so if they see something that makes them laugh, or otherwise impresses them, chances are it’s going to be shared with many, many other people.

When something hits the front page of Reddit, it ends up spreading way past Reddit.

Likewise, as is the case with Facebook, Twitter, Instagram, and Tumblr, there are a lot of “influential” people who use Reddit, who are often scouring it for content for their own sites.

Getting on the frontpage of Reddit is like hitting a homerun. The amount of traffic — and awareness — you will give whatever thing you’re linking to is absolutely incredible. We’re talking anywhere from 100k – 1 million hits (if not more). Likewise, while that’s immediate traffic generated, don’t forget that there will be a persistent bonus as well!

Here’s the thing, though: when you engage in Reddit marketing, you aren’t just counting on that big home run — in fact, you can get your product out there successfully without ever seeing the front page. That’s because…

The Two Ways People Use Reddit for Marketing

When you go to Reddit, you’ll see a frontpage with a handful of “default” subreddits. These are, as the name implies, the subreddits that the site will show you by default, without any customization enabled. As of now, that means you will see content from these subreddits:

announcements, art, askreddit, askscience, aww, books, creepy, dataisbeautiful, DIY, documentaries, earthporn, explainlikeimfive, fitness, food, funny, futurology, gadgets, gaming, getmotivated, gifs, history, iama, internetisbeautiful, jokes, lifeprotips, listentothis, mildlyinteresting, movies, music, news, nosleep, notthonion, oldschoolcool, personalfinance, philosophy, photoshopbattles, pics, science, showerthoughts, space, sports, television, tifu, todayilearned, twoxchromosomes, upliftingnews, videos, worldnews, writingprompts

While some people never customize their, er, “Reddit experience,” many do. Reddit gives its users the ability to select the subreddits that they see — allowing them to create a page that tailors content directly to their interests.

A more experienced user might have a browsing experience that focuses on a specifc niche, likes cars. That means that while they might not follow any of the default subreddits, they’ll be active in cars, Subaru, justrolledintotheshop, and rally.

Other people will follow all of the default subreddits plus one or two others that highlight some interest that they have. Why is this important? While getting on the frontpage is nice, it isn’t necessary in order to nab some good traffic. The “cars” subreddit still has 157,000 active users for example. The “coffee” subreddit has 98,326 active users. Sure — that isn’t much compared to the six million plus of the default subreddits, but it absolutely will give you a noticeable boost.

How to Actually Use Reddit Marketing to your Advantage

First off, you need an account. If you want to go hard on Reddit, you probably need more than one. After all, your client that sells lube probably doesn’t want to be affiliated with your other client that sells fax machines. Second, you’ve got to use the damn thing — and you need to use it honestly. Just like every other social media platform, if you are constantly spouting off “Hey! Look at this product!” everyone is going to know what you are, and no one is going to like you. Likewise, if it’s obvious that you are an “outsider,” you probably won’t make much new ground.

So, in short, use the account. Find subreddits that are relevant to your clients and relevant to your own interests. Likewise, find out what people are saying about your clients. Have there been missed opportunities in the past? Are you being mentioned at all?

Find subreddits that are relevant to your clients AND relevant to your own interests.

On your personal account, you should do your best to legitimately interact with a community of your choice. Not only will this give some legitimacy to your account (for when you post a link to something you’re trying to market), but it will also give you a better idea of what works and what doesn’t work on Reddit.

How to Post a Link That Generates Traffic/Buzz

Want to make sure your content makes it to the top? Follow the steps below:

1. 1. Before you post any content, you first have to find a community that’ll dig it. Look at what’s being shared here. Does it look like your content? Does it feel like your content? If so, you’ve to find fertile ground.

1. Post your link between 1 a.m. and 7 a.m. (EST) — links posted at this time do better than ones posted at any other time, because these links tend to be in prime position to be tackled by Americans as they wake up and go to work. Likewise, before 9, there isn’t as much competition, meaning that your content has a much better chance of rising to the top.
2. When you post your link, you need to understand that you are vying against everyone else for position on the subreddit you’ve just posted it to. On an active subreddit, things are being constantly submitted, and if something doesn’t pass a certain threshold of upvotes in a certain timeframe, then it’s likely your content will disappear and no one will ever see it.How do you prevent that? Easy — make sure you’re posting good content. Seriously, this is as obvious as it sounds. If you’re posting something good, chances are it’ll ride the wave all the way to the top. If what you’re posting is just pure product promotion, then chances are it will languish in a pit of downvotes for all eternity.The key to Reddit marketing isn’t to sprinkle some magic fairy dust on your post and then count to three before letting it make the rounds — it’s just to post damn fine content. Like the saying goes, if you build it, they will crash your server with a tidal wave of traffic and make your web team angry at you (or that’s what I’m told).
3. Want to help give your post a boost? Don’t be afraid to share it with your friends. While having your friends upvote the post is against the ToS (and won’t make you a very popular person on Reddit), it’s completely okay to see if they’d like to comment on it. While a few comments might not seem like much, they generate weight, which helps links move up the page. Just remember no begging for upvotes.Reddit Marketing 101: have friends comment, but no begging for upvotes.

We can’t emphasize enough how important it is to play by the rules — a key to successful Reddit marketing is to avoid trying to steal honey from the hive. It might work once or twice, but eventually, you’ll end up like The Atlantic. You don’t want your PR on Reddit to be generated by a story about how your company got its hand caught in the cookie jar.

How to Spot Marketing Opportunities on Reddit

When it comes to Reddit marketing, not every PR opportunity is going to revolve around posting content. In addition to posting stuff you think adds to the conversation, it’s a good idea to periodically search Reddit for people talking about your products. For example, if you’re marketing a dating app, you’re probably going to want to keep an eye on the dating subreddits, doing a search every so often for users talking about your product (don’t forget to search for acronyms, shorter versions of your product/company name, and competitors names — you never know what you might stumble upon).

In addition to posting, periodically search Reddit for people talking about your products.CLICK TO TWEET

If you spot a user talking about your product, consider chiming in with something relevant. Are they talking about how much they like your product? Let them know you appreciate it! Are they talking about a feature that they want to see? Let them know their feedback is being directed to someone that’ll be able to use it.

Of course, not every mention of your product is going to be positive. While this is a bit of a danger zone, don’t be afraid to join the conversation if you really believe you might be able to do a little cleanup work.

With that said, remember that this is the Internet, and there totally will be users salivating at the chance to take down someone like you. Be honest with yourself: does the risk look like it’s worth it? Are you turning something into good PR, or are you tossing up a softball to a troll who is only looking for a fight?

Yes, that’s a risk of all social media marketing avenues, but Reddit is just a bit different, and if you accidentally step into the bad stuff, you might find yourself (and your client) in a lot of pain.

Which brings us to…

Reddit Loves Reddit, Hates You (And Reddit Marketing)

Reddit does not want your advertisements on Reddit. Like, really. It really hates you. It hates when you try to be cool. It hates the very concept of Reddit marketing, or any company, in general, trying to promote itself on Reddit. It will — quickly — sniff out accounts that exist solely to post “marketed” content. Companies trying to “subtly” post memes will get caught — and laughed at. There’s even an entire subreddit dedicated to this sort of stuff.

You don’t want to be that brand.

Paradoxically, though, while Reddit hates being advertised to, Reddit loves when advertisers “get it” — or, alternatively, when they basically aren’t hiding who they are or what they are doing. Take Nissan, for example — they had a huge, obvious Reddit campaign in which they very clearly identified themselves. It worked. The end result of the campaign went viral, and it gave them a ton of good press.

A smaller example is something like Transamerica, who knocked it out of the park with an excellent example of Reddit marketing. Essentially, they went into the finance subreddit, and posted Reddit-targeted financial advice, along with something that introduced “them” as “friends” of the site.

If you keep an eye on the frugalmalefashion and malefashionadvice subreddits, you’ll often see fashion-specific brands popping their heads in from time-to-time. They’ll usually open with something along the lines of, “Oh, hey! We just happened to notice we were getting a lot of traffic from Reddit lately…”

Once again, they will mention how much they appreciate the community, and then they will offer the community some sort of “Reddit-focused” deal. Not only does this situate them as a cornerstone product within that community, but it also allows them to come back at a later date, perhaps setting up another post, or a series of posts down the road.

Other Ways to Make Reddit Work

If we’re being honest, Reddit has a bit of an image problem. “Redditors” are frequently seen as white, male, and usually in their late teens or early twenties. If you spend some time on the site, you’ll often find this stereotype confirmed over and over. Of course, if that isn’t your key demographic, Reddit marketing can still work for you, you just need to do a little extra research first.

Redditors are frequently seen as white, male, and usually in their late teens or early twenties.

While the techie-dude vibe is strong on Reddit, it certainly isn’t the only demographic. Reddit is a bit more diverse than just a couple of dudes sporting fedoras and talking about Linux.

MakeupAddiction is probably one of the most popular makeup forums on the ‘net. There’s a good chance a popular product will be gone from your local Sephora’s shelves if it’s making the rounds on MUA (which, by the way, is almost certainly a case of some crazy Reddit marketing magic going on). Fitness is a huge workout community, and XXFitness is the same but targeted toward women. If you spend any time on Reddit, you’ll see the line thrown around that there’s a subreddit for everything. While that might sound crazy, well…

• Here’s a subreddit for knitting.
• Here’s one dedicated to beautiful rooms.
• The Unbreakable Kenny Schmidt.
• Bad infomercials.
• Having narcissistic parents.
• Getting a bra that fits.
• Weird cars.
• And, of course, there’s a Reddit marketing subreddit.

By now, you should be getting the picture: Reddit is a pretty diverse place.

That diversity should also help you out a bit, as it can often give you a good idea of what’s popular with the demographic you’re trying to market to. Before we pitch an article on a subject, our first stop is often Reddit. We look to see what people are talking about — or, sometimes better yet, what they aren’t talking about. A successful campaign that revolves around Reddit marketing starts with a lot of research. Reddit is smart — if your link is visible for any serious amount of time, it’s going to be researched and pulled apart in all kinds of ways. You want to make sure you — and your content — is prepared.

Even if you don’t have a brand account you can swoop in on to take advantage of some thread that has to do with your product, you can see the sorts of things you need to be covering. What guides would hit with this community? What products would? What tone would? All of this can help you build a better campaign — not just for Reddit, but in general.

A Few Handy Reddit Marketing Tools

If you’re looking to get your brand into Reddit marketing, there are a few tools and links that might help you out.

• For one, don’t just trust the Reddit search to find subreddits. Instead, try browsing through a list of the top 5,000 subreddits. With this list, you can spot subreddits that might be worth your time — even if they don’t have that many subscribers at the moment. Another tool for finding subreddits is Metareddit, which will show you subreddits related to any other subreddit.Don’t use Reddit search to find subreddits. Instead, browse through the top 5k subreddits.
• Snoopsnoo is another good tool, especially if you use it on other marketing accounts. With Snoopsnoo, you can get a handle on what content works best, and maybe more importantly, what content doesn’t work.
• Finally, an absolutely must have — the Reddit Enhancement Suite. RES, as it is known on Reddit, is incredibly useful. Not only does it make your browsing experience a lot smoother, it allows you to tag users, allowing you to note who has positively responded to your posts in the past.

If you’re looking into Reddit marketing, the best way to start is, well, to start. The sooner you get your hands on Reddit, the sooner you’ll be able to interact with the community without seeming like an outsider. Just beware — there’s a reason why Reddit has grown so fast, and if you aren’t careful, you might find all of your time sucked away by the productivity vortex that is Reddit!

Credit: #contentfac