The web is stuffed with opinions. However if you wish to know what folks actually suppose — about merchandise, manufacturers, traits, 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 one of the visited websites on the earth, it holds 1000’s of communities — and the very best solutions to numerous Google searches.
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With different social platforms going by means of a lot of upheaval, loads of manufacturers are making selections about the future of social media. Reddit isn’t normally top-of-mind, and it’s not for everybody — it’s notoriously powerful on manufacturers. However, it’s an extremely beneficial area, so long as you observe the principles.
I’ll take you thru the very best methods to make use of Reddit to your model and the way to construct real connections.
Desk of Contents
Reddit Consumer Demographics
For those who’re questioning the way to market to Reddit’s 100+ million DAUq, or Each day Lively Uniques (its time period for every 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 can assist you perceive who’s utilizing Reddit:
- 101.7 million folks use Reddit every 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 had been created every day, on common in 2024. (Reddit)
- 100,000 energetic 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 outdoors the U.S., a development fee of 46% 12 months over 12 months. (Reddit)
- Each day Reddit customers spend a mean 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 vital, as a result of you must 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 completely different with its personal algorithm and tradition, you actually should discover every group to learn how issues work in that area.
With that mentioned, that can assist you higher perceive how Redditors use the platform, we surveyed 103 Reddit customers about their favourite content material — and right here’s what we realized.
Extra folks use Reddit for private pursuits.
The folks we surveyed most often interact with:
- Product opinions 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 folks go to most frequently relate on to the forms of content material. The highest three classes are Leisure & Pop Tradition, Memes & Humor, and Expertise.
Nearly all of folks use Reddit for private pursuits solely, with 56.3% saying they by no means use it professionally. This might work in your favor in case you’re a B2C model.
Enterprise customers are nonetheless on the market … and there are thousands and thousands of them.
Nevertheless, in case you’re within the B2B area, all just isn’t misplaced: 11.7% of these we surveyed say they often interact in enterprise or industry-related discussions, and one other 32% say they accomplish that sometimes.
The important thing for you may be discovering the suitable subreddits to your model.
Keep in mind, though solely about 12% of Redditors are enterprise customers, that also represents thousands and thousands of individuals.
And no matter {industry} you’re in, there’s in all probability 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 had been Expertise, Actual Property, and Healthcare & Life Sciences.
Questioning what different fields had been represented? Ecommerce & Retail, Training, Advertising & Promoting, and Finance & Investing rounded out the highest seven.
Redditors are okay with model engagement … to a degree.
For those who’re a model questioning if utilizing Reddit to have interaction with folks is a great advertising and marketing transfer, there’s excellent news — most Redditors are okay with it. In actual fact, 46.6% welcome model engagement if accomplished authentically, and 31.1% don’t thoughts so long as it’s not intrusive.
Nevertheless, with 14.6% feeling negatively about model engagement, I’d advise you to tread fastidiously right here. You should definitely try the guidelines I’ve shared under.
Reddit customers desire optimistic advertisements.
Although most of my focus right here has been on engagement, since Reddit does permit advertisements, I additionally needed to get a way of how Reddit customers really feel about promoting content material. A whopping 67% majority say that optimistic advertisements that evoke pleasure are probably to catch their consideration.
How you can Market to Reddit Customers
Amazingly, 40% of Internet users discover a Reddit suggestion most influential to their resolution to purchase — greater than opinions and influencers. Nevertheless, not all product assessment content material is created equal.
Extra importantly, the very best opinions are natural and never overly promotional.
“As a result of Reddit is essentially nameless, there’s fairly a little bit of skepticism. Moderators play an enormous function in setting the tone for subreddits, nevertheless it’s the flexibility to upvote and downvote content material that makes it simpler to smoke out people who find themselves shilling versus offering a beneficial and useful answer,” says Bryan Grover, a B2B advertising and marketing strategist who makes use of Reddit personally and professionally.
Nevertheless, there are positively alternatives to get your model in entrance of recent audiences — in case you do it the suitable means.
What’s the proper method to do it, although?
Perceive that authenticity issues greater than something.
All the Redditors I spoke with really feel strongly that manufacturers needs to be clear and genuine.
Whereas that may imply various things to completely different folks, these we surveyed overwhelmingly agree that it begins with transparency about being a model (61%), with one other 54% believing that offering beneficial insights or experience contributes to authenticity.
Moreover, 47% really feel that manufacturers partaking in discussions like common customers increase their credibility and belief issue.
Construct belief by including worth.
One of many subreddits I checked out with Grover had a rule that mentioned no shilling. That implies that in that area, you’ll be able to’t self-promote. Nevertheless, you’ll be able to add worth to the dialogue and share your information — and folks concentrate. In case your profile is optimized, they will study extra about you and your model and attain out to begin a one-on-one dialog.
In actual fact, 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 speedy leads, however I can stand out as educated in these areas,” Ceisel says.
If this feels like an extended recreation, it completely might be. That mentioned, I’d argue that almost all content material advertising and marketing is an extended recreation, too. By constantly demonstrating your stuff, folks in your target market can see that you simply’ve received the chops to resolve their issues along with your product.
Know that “pretend” or staged posts work towards you.
If authenticity is an important 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 sensible. 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 subsequent level.
Reddit is a superb useful resource for market analysis knowledge.
What higher place to get to know your viewers and their ache factors than to go straight to the supply? For that matter, it’s additionally a fantastic 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 suitable phrases to speak about the issue, answer, and dream state. It’s additionally in regards to 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 spite of everything, 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 really speaking about points like AI and automation, to call a number of,” says Ceisel.
Fortune additionally makes use of Reddit for VoC, although she gives a phrase of warning: “There’s a problem with bots and automatic responses on Reddit. For those who’re utilizing Reddit for market analysis, I encourage you to assessment the account profiles of any responses you’re contemplating utilizing to make sure they’re reputable.”
Suggestions for Partaking Reddit Customers
Apparently sufficient, each Grover and Ceisel check with Reddit because the Wild West. The very degree of anonymity implies that each remark is up for debate and might — and can — be judged on its advantage.
And because of the nature of the beast, if you’ll, there could also be lots of people who aren’t too thrilled that manufacturers are partaking. Keep in mind, 14.6% of these we surveyed mentioned no method to model engagement. Whereas these people could also be a minority, they nonetheless symbolize about 15 million folks. So, in case you make them mad, it may flip right into a PR nightmare.
Meaning you’ve received to play by the principles and use Reddit the good means. Listed below are a number of ideas that can assist you get began on the suitable foot.
Discover the suitable subreddit and examine the principles.
Decide a number of matters and seek for subreddits to search 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 in regards to 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 in regards to 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 info might be discovered on the high of the subreddit in case you’re on desktop or by clicking “see extra” on cell.
Take the principles critically.
Neighborhood members are there as a result of they care in regards to the subject and the group. They may defend the principles, so if the principles say clearly, “No shilling,” you’d higher observe them. In any other case, you’ll get dragged within the responses.
“Essentially, that’s how Reddit works — the group democratically chooses the course correction and lets folks know what’s welcome and what’s not welcome,” says Ceisel.
Optimize your profile.
Finally, that is the very best alternative for you as a model. For those who often present up and have interaction meaningfully on subreddits, folks will go to your profile to study extra about you. Make sure that your profile talks about your model, merchandise, areas of experience, and pursuits.
Once they’re headed your method to study extra about you, you might be certain you’re sharing what you need folks to learn about you.
Pay attention earlier than you converse.
As with a lot of 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’ll be able to interact in additional meaningfully methods.
Add worth to discussions.
Once I speak about any kind of selling campaigns, I coach folks to keep away from “hit-and-run” or “ding-dong-ditch” moments. By that I imply, don’t simply drop in when you’ve got one thing to advertise or promote.
Ceisel says, “My basic perception is that I’m not making noise to make noise. I wish to contribute to the dialog.”
For those who’re constructing a historical past — often displaying up and delivering worth, whether or not which means sharing useful content material, fixing issues, and even taking part in thought-provoking discussions — folks will take discover. And since you’ve taken the time to construct that historical past and belief, it’s way more doubtless 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 the way to do one thing technical that you simply’ve really 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 put up.
Reply the query. Present them the way to do it. Then, relying on the principles of the subreddit, it might or might not be acceptable to share the weblog put up.
And Fortune, Ceisel, and Grover all have barely completely different takes on this.
Grover was way more immune to seeing a model share the hyperlink, whereas Ceisel and Fortune had been extra open to it.
“If that is precisely what you’re speaking about, and I believe it solutions your query or gives some perception, I wouldn’t hesitate to drop the hyperlink,” Ceisel says.
Fortune agrees. After answering the query, “You could possibly let me know you’ve received a put up and drop the hyperlink — I can then resolve what I wish to do with that info.”
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 lot of alternatives for you as a marketer and a client. So preserve a watch out for folks asking for recommendation, suggestions, or options.
Notably, 23% of recommendation posts result in folks deciding on a model or product not already on their radar. It additionally provides you a platform to learn how persons are speaking about issues (again to VoC), and determine alternatives and calls for for brand new merchandise or gives.
Fortune shares, “It’s a fantastic platform for ideation — folks go on Reddit particularly for recommendation. It’s nice to see what folks need and the way they speak about their issues and experiences.”
And naturally, in case your product or model can resolve an issue, don’t hesitate to say it … simply make sure you be clear about your connection. That leads me to the subsequent tip.
Be clear about who you might be.
All the time disclose that you simply’re a model otherwise you symbolize a model — in your profile and in any posts the place you’re sharing model content material.
For those who’re merely answering a query and highlighting your information, you don’t have to begin each put up with “I’m Jane Doe from Acme Model.” In actual fact, I’d argue that you simply in all probability shouldn’t do that as it should come out excessive.
However in case you’re answering a query and referring folks to your useful resource, make sure you disclose your connection to it.
Let go of the result.
If this feels like unusual recommendation to and from entrepreneurs, buckle up — it’s one thing I say usually. At its core, Reddit is one other networking platform — albeit very completely different from anything on the market. As a result of it’s about group, the entire greatest networking guidelines apply.
Although sure, if we’re speaking about advertising and marketing, you’ve got 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, which means it’s simpler to construct belief with the individuals who might finally develop into your patrons.
Doing Reddit Effectively Means Enjoying the Lengthy Recreation
Reddit is a very natural on-line group the place content material is pushed largely — if not totally — by person engagement. I discovered my conversations with Ceisel, Grover, and Fortune to be fascinating as I’m not an everyday Redditor. By that I imply, I exploit it after I’m on the lookout for solutions to particular questions, however don’t often take part in any subreddits.
For those who’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 a fantastic alternative. For those who’re going to achieve success as a model on Reddit, don’t “market.” Present up, interact, and supply worth — that’s the way you’ll get a chance with a few of the most skeptical audiences on-line.
So, as a substitute of asking the way to market on Reddit, think about asking, “How can I greatest contribute?”
