The web is stuffed with opinions. However if you wish to know what individuals actually suppose — about merchandise, manufacturers, developments, or industries — Reddit is the place you’ll discover the unfiltered fact.
Since 2005, Reddit has been the place for trustworthy, no-holds-barred suggestions — whether or not manufacturers prefer it or not. As some of the visited websites on the earth, it holds hundreds of communities — and the most effective solutions to numerous Google searches.
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With different social platforms going by numerous upheaval, loads of manufacturers are making choices about the future of social media. Reddit isn’t often top-of-mind, and it’s not for everybody — it’s notoriously robust on manufacturers. However, it’s an extremely helpful area, so long as you observe the principles.
I’ll take you thru the most effective methods to make use of Reddit in your model and tips on how to construct real connections.
Desk of Contents
Reddit Consumer Demographics
In case you’re questioning tips on how to market to Reddit’s 100+ million DAUq, or Every day Lively Uniques (its time period for each day customers), with out getting downvoted into oblivion, step one lies in understanding who’s on the opposite finish of the pc.
With that in thoughts, earlier than I’m going any additional, listed here are a number of stats that will help you perceive who’s utilizing Reddit:
- 101.7 million individuals use Reddit each day, and 379.4 million use it weekly. (Reddit)
- The platform is rising quickly, with 39% year-over-year development reported in 2024. (Reddit)
- 1.2 million posts and 9.7 million feedback have been created each day, on common in 2024. (Reddit)
- 100,000 lively subreddits, 500 of which have over 1 million subscribers. (Reddit)
- 90% of posts are made in English, and over 1 billion have been translated into a number of languages. (Reddit)
- 53% of holiday makers got here from exterior the U.S., a development fee of 46% yr over yr. (Reddit)
- Every day Reddit customers spend a median of 20-Half-hour per day on the platform. (Reddit)
- Reddit customers skew youthful, with Millennials and Gen Z making up the bulk, at 43.3% and 29.6% respectively. (Business Insider)
Looking for the demographics of other social media platforms? Read this post.
What content material resonates with Reddit customers?
Demographics are completely necessary, as a result of it’s a must to know who’s utilizing a platform.
However in my expertise, it’s not simply who makes use of it, however how they use it. And since every subreddit is so totally different with its personal algorithm and tradition, you actually must discover every group to learn the way issues work in that area.
With that stated, that will help you higher perceive how Redditors use the platform, we surveyed 103 Reddit customers about their favourite content material — and right here’s what we discovered.
Extra individuals use Reddit for private pursuits.
The individuals we surveyed most incessantly have interaction with:
- Product critiques and suggestions (46%).
- Information and present occasions (46%).
- Memes and humor (37%).
- Private tales and discussions (35%).
- Area of interest communities and hobbies (32%).
It comes as no shock that subreddit classes individuals go to most frequently relate on to the sorts of content material. The highest three classes are Leisure & Pop Tradition, Memes & Humor, and Expertise.
The vast majority of individuals use Reddit for private pursuits solely, with 56.3% saying they by no means use it professionally. This might work in your favor if you happen to’re a B2C model.
Enterprise customers are nonetheless on the market … and there are tens of millions of them.
Nonetheless, if you happen to’re within the B2B area, all shouldn’t be misplaced: 11.7% of these we surveyed say they incessantly have interaction in enterprise or industry-related discussions, and one other 32% say they achieve this often.
The important thing for you can be discovering the best subreddits in your model.
Bear in mind, though solely about 12% of Redditors are enterprise customers, that also represents tens of millions of individuals.
And no matter {industry} you’re in, there’s most likely a group for you. I used to be shocked by the profession range of these we surveyed who use Reddit for enterprise functions. Although a comparatively small pattern measurement, the highest three industries have been Expertise, Actual Property, and Healthcare & Life Sciences.
Questioning what different fields have been represented? Ecommerce & Retail, Schooling, Advertising & Promoting, and Finance & Investing rounded out the highest seven.
Redditors are okay with model engagement … to a degree.
In case you’re a model questioning if utilizing Reddit to have interaction with individuals is a brilliant advertising transfer, there’s excellent news — most Redditors are okay with it. In truth, 46.6% welcome model engagement if achieved authentically, and 31.1% don’t thoughts so long as it’s not intrusive.
Nonetheless, with 14.6% feeling negatively about model engagement, I’d advise you to tread rigorously right here. You should definitely try the guidelines I’ve shared beneath.
Reddit customers favor constructive adverts.
Although most of my focus right here has been on engagement, since Reddit does permit adverts, I additionally needed to get a way of how Reddit customers really feel about promoting content material. A whopping 67% majority say that constructive adverts that evoke pleasure are most definitely to catch their consideration.
How you can Market to Reddit Customers
Amazingly, 40% of Internet users discover a Reddit suggestion most influential to their determination to purchase — greater than critiques and influencers. Nonetheless, not all product evaluation content material is created equal.
Extra importantly, the most effective critiques are natural and never overly promotional.
“As a result of Reddit is basically nameless, there’s fairly a little bit of skepticism. Moderators play a giant function in setting the tone for subreddits, nevertheless it’s the power to upvote and downvote content material that makes it simpler to smoke out people who find themselves shilling versus offering a helpful and useful resolution,” says Bryan Grover, a B2B advertising strategist who makes use of Reddit personally and professionally.
Nonetheless, there are positively alternatives to get your model in entrance of latest audiences — if you happen to do it the best means.
What’s the proper approach to do it, although?
Perceive that authenticity issues greater than something.
The entire Redditors I spoke with really feel strongly that manufacturers must be clear and genuine.
Whereas that may imply various things to totally different individuals, these we surveyed overwhelmingly agree that it begins with transparency about being a model (61%), with one other 54% believing that offering helpful insights or experience contributes to authenticity.
Moreover, 47% really feel that manufacturers partaking in discussions like common customers enhance their credibility and belief issue.
Construct belief by including worth.
One of many subreddits I checked out with Grover had a rule that stated no shilling. That signifies that in that area, you possibly can’t self-promote. Nonetheless, you possibly can add worth to the dialogue and share your information — and other people listen. In case your profile is optimized, they’ll study extra about you and your model and attain out to begin a one-on-one dialog.
In truth, that is Martin Ceisel’s technique on the subreddits he makes use of professionally. He’s a contract B2B tech author who makes use of Reddit for each private {and professional} pursuits.
“Partaking in natural pure dialog the place I can add worth or perception may not result in instant leads, however I can stand out as educated in these areas,” Ceisel says.
If this appears like an extended sport, it completely may be. That stated, I’d argue that almost all content material advertising is an extended sport, too. By persistently demonstrating you realize your stuff, individuals in your target market can see that you simply’ve received the chops to unravel their issues along with your product.
Know that “faux” or staged posts work towards you.
If authenticity is crucial factor, then it makes complete sense that posts that really feel staged are the largest turnoff for Reddit customers.
Different no-nos?
- Apparent or over-the-top self-promotion.
- Irrelevant or generic content material.
- Lack of transparency.
All of this is smart. When somebody walks as much as you and tells you ways nice they’re or interrupts your dialog with one thing utterly from left subject, you’re going to politely excuse your self.
The identical goes on Reddit.
“I’m extra prone to take suggestions from fellow Redditors critically as a result of they’re in the identical boat as me. Conversely, if they’re recommending a model and didn’t disclose that they’re a rep, it could positively cut back my belief,” shares Grace Fortune, a copywriter who primarily makes use of Reddit for private pursuits and voice of buyer analysis.
That leads me to the following level.
Reddit is a good useful resource for market analysis knowledge.
What higher place to get to know your viewers and their ache factors than to move straight to the supply? For that matter, it’s additionally an excellent place to uncover aggressive alternatives by discovering out how persons are speaking about your product and the competitors.
With that in thoughts, Reddit is a goldmine for anybody doing market analysis and voice of buyer (VoC) analysis. If market analysis is about figuring out alternatives, then VoC is about discovering the best phrases to speak about the issue, resolution, and dream state. It’s additionally concerning the general sentiment.
I’ve discovered that the simplest copywriting makes use of the identical phrases your viewers does to speak about their issues. In any case, it makes them really feel such as you’re talking on to them.
And I’m not alone.
“Each time I’m doing analysis for content material, I add ‘Reddit’ to the search time period. It’s one of many few locations persons are truly speaking about points like AI and automation, to call a number of,” says Ceisel.
Fortune additionally makes use of Reddit for VoC, although she presents a phrase of warning: “There’s a difficulty with bots and automatic responses on Reddit. In case you’re utilizing Reddit for market analysis, I encourage you to evaluation the account profiles of any responses you’re contemplating utilizing to make sure they’re official.”
Ideas for Partaking Reddit Customers
Curiously sufficient, each Grover and Ceisel seek advice from Reddit because the Wild West. The very degree of anonymity signifies that each remark is up for debate and may — and can — be judged on its benefit.
And as a result of nature of the beast, if you’ll, there could also be lots of people who aren’t too thrilled that manufacturers are partaking. Bear in mind, 14.6% of these we surveyed stated no approach to model engagement. Whereas these of us could also be a minority, they nonetheless signify about 15 million individuals. So, if you happen to make them mad, it may flip right into a PR nightmare.
Which means you’ve received to play by the principles and use Reddit the good means. Listed here are a number of suggestions that will help you get began on the best foot.
Discover the best subreddit and examine the principles.
Decide a number of subjects and seek for subreddits to seek out communities that make sense so that you can be in. Typically, you wish to discover a place the place persons are selecting to be as a result of they care concerning the subject.
Grover recommends checking the age of the subreddit and whether or not or not it has a wiki with the principles and moderators. He additionally suggests poking round to study extra concerning the moderators and who they’re. The extra transparency within the particulars, and the extra established the subreddit, the extra reliable it’s as a useful resource.
All this data may be discovered on the prime of the subreddit if you happen to’re on desktop or by clicking “see extra” on cell.
Take the principles critically.
Neighborhood members are there as a result of they care concerning the subject and the group. They’ll defend the principles, so if the principles say clearly, “No shilling,” you’d higher observe them. In any other case, you’re going to get dragged within the responses.
“Essentially, that’s how Reddit works — the group democratically chooses the course correction and lets individuals know what’s welcome and what’s not welcome,” says Ceisel.
Optimize your profile.
In the end, that is the most effective alternative for you as a model. In case you usually present up and interact meaningfully on subreddits, individuals will go to your profile to study extra about you. Ensure that your profile talks about your model, merchandise, areas of experience, and pursuits.
Once they’re headed your approach to study extra about you, you may be positive you’re sharing what you need individuals to learn about you.
Pay attention earlier than you communicate.
As with numerous issues, you’ve received to learn the room on Reddit earlier than you begin posting. Spend a while attending to know the subreddit and studying up on the discussions. Additionally take note of what will get downvoted. By getting a way of the vibe, you possibly can have interaction in additional meaningfully methods.
Add worth to discussions.
Once I speak about any kind of selling campaigns, I coach individuals to keep away from “hit-and-run” or “ding-dong-ditch” moments. By that I imply, don’t simply drop in when you will have one thing to advertise or promote.
Ceisel says, “My elementary perception is that I’m not making noise to make noise. I wish to contribute to the dialog.”
In case you’re constructing a historical past — usually exhibiting up and delivering worth, whether or not meaning sharing useful content material, fixing issues, and even taking part in thought-provoking discussions — individuals will take discover. And since you’ve taken the time to construct that historical past and belief, it’s much more probably that they’ll be open to your suggestions.
Reply a query (don’t simply shill).
This goes hand in hand with including worth, nevertheless it’s barely extra nuanced.
Let’s say somebody has a query about tips on how to do one thing technical that you simply’ve truly revealed a step-by-step information in your weblog. They arrive to Reddit for recommendation — and that is your second to shine.
However don’t simply ship them to your weblog submit.
Reply the query. Present them tips on how to do it. Then, relying on the principles of the subreddit, it could or will not be acceptable to share the weblog submit.
And Fortune, Ceisel, and Grover all have barely totally different takes on this.
Grover was way more proof against seeing a model share the hyperlink, whereas Ceisel and Fortune have been extra open to it.
“If that is precisely what you’re speaking about, and I feel it solutions your query or presents some perception, I wouldn’t hesitate to drop the hyperlink,” Ceisel says.
Fortune agrees. After answering the query, “You would let me know you’ve received a submit and drop the hyperlink — I can then resolve what I wish to do with that data.”
The caveat and customary thread are that this could come throughout as informational, not promotional.
Look ahead to suggestion posts.
Posts asking for suggestions supply quite a few alternatives for you as a marketer and a shopper. So hold a watch out for individuals asking for recommendation, suggestions, or options.
Notably, 23% of recommendation posts result in individuals deciding on a model or product not already on their radar. It additionally offers you a platform to learn the way persons are speaking about issues (again to VoC), and establish alternatives and calls for for brand spanking new merchandise or presents.
Fortune shares, “It’s an excellent platform for ideation — individuals go on Reddit particularly for recommendation. It’s nice to see what individuals need and the way they speak about their issues and experiences.”
And naturally, in case your product or model can clear up an issue, don’t hesitate to say it … simply you should definitely be clear about your connection. That leads me to the following tip.
Be clear about who you’re.
All the time disclose that you simply’re a model otherwise you signify a model — in your profile and in any posts the place you’re sharing model content material.
In case you’re merely answering a query and highlighting your information, you don’t have to begin each submit with “I’m Jane Doe from Acme Model.” In truth, I’d argue that you simply most likely shouldn’t do that as it is going to come out excessive.
However if you happen to’re answering a query and referring individuals to your useful resource, you should definitely disclose your connection to it.
Let go of the result.
If this appears like unusual recommendation to and from entrepreneurs, buckle up — it’s one thing I say typically. At its core, Reddit is one other networking platform — albeit very totally different from anything on the market. As a result of it’s about group, all the finest networking guidelines apply.
Although sure, if we’re speaking about advertising, you will have some targets in thoughts, let go of the immediacy and concentrate on connecting and sharing worth. It permits your authenticity to shine — not a way of desperation. In flip, meaning it’s simpler to construct belief with the individuals who could ultimately change into your consumers.
Doing Reddit Effectively Means Taking part in the Lengthy Recreation
Reddit is a very natural on-line group the place content material is pushed largely — if not solely — by consumer engagement. I discovered my conversations with Ceisel, Grover, and Fortune to be fascinating as I’m not a daily Redditor. By that I imply, I take advantage of it after I’m in search of solutions to particular questions, however don’t usually take part in any subreddits.
In case you’re contemplating making a Reddit strategy, know that Reddit isn’t a spot for fast wins — however for manufacturers who play by the principles, it may be an excellent alternative. In case you’re going to achieve success as a model on Reddit, don’t “market.” Present up, have interaction, and supply worth — that’s the way you’ll get a possibility with a few of the most skeptical audiences on-line.
So, as an alternative of asking tips on how to market on Reddit, contemplate asking, “How can I finest contribute?”
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