The web is stuffed with opinions. However if you wish to know what folks actually assume — about merchandise, manufacturers, tendencies, or industries — Reddit is the place you’ll discover the unfiltered reality.
Since 2005, Reddit has been the place for sincere, no-holds-barred suggestions — whether or not manufacturers prefer it or not. As probably the most visited websites on the earth, it holds 1000’s of communities — and one of the best solutions to numerous Google searches.
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With different social platforms going via a number of upheaval, loads of manufacturers are making selections about the way forward for social media. Reddit isn’t often top-of-mind, and it’s not for everybody — it’s notoriously powerful on manufacturers. However, it’s an extremely precious area, so long as you observe the foundations.
I’ll take you thru one of the best methods to make use of Reddit on your model and tips on how to construct real connections.
Desk of Contents
Reddit Consumer Demographics
If you happen to’re questioning tips on how to market to Reddit’s 100+ million DAUq, or Every day Energetic 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 am going any additional, listed below are a number of stats that will help you perceive who’s utilizing Reddit:
- 101.7 million folks use Reddit each day, and 379.4 million use it weekly. (Reddit)
- The platform is rising quickly, with 39% year-over-year progress 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 tourists got here from outdoors the U.S., a progress 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. (Enterprise Insider)
On the lookout for the demographics of different social media platforms? Learn this submit.
What content material resonates with Reddit customers?
Demographics are completely essential, as a result of it’s important 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 need to discover every group to learn the way issues work in that area.
With that mentioned, 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 folks use Reddit for private pursuits.
The folks we surveyed most incessantly interact with:
- Product evaluations 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 sorts 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 if you happen to’re a B2C model.
Enterprise customers are nonetheless on the market … and there are tens of millions of them.
Nevertheless, if you happen to’re within the B2B area, all will not be misplaced: 11.7% of these we surveyed say they incessantly interact in enterprise or industry-related discussions, and one other 32% say they accomplish that often.
The important thing for you may be discovering the proper subreddits on your model.
Bear in mind, regardless that 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 in all probability a group for you. I used to be shocked by the profession variety of these we surveyed who use Reddit for enterprise functions. Although a comparatively small pattern dimension, the highest three industries have been Expertise, Actual Property, and Healthcare & Life Sciences.
Questioning what different fields have been represented? Ecommerce & Retail, Training, Advertising & Promoting, and Finance & Investing rounded out the highest seven.
Redditors are okay with model engagement … to some extent.
If you happen to’re a model questioning if utilizing Reddit to interact with folks is a brilliant advertising transfer, there’s excellent news — most Redditors are okay with it. In actual fact, 46.6% welcome model engagement if finished 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 rigorously right here. Make sure to take a look at the ideas I’ve shared beneath.
Reddit customers choose optimistic adverts.
Though most of my focus right here has been on engagement, since Reddit does permit adverts, I additionally wished to get a way of how Reddit customers really feel about promoting content material. A whopping 67% majority say that optimistic adverts that evoke pleasure are more than likely to catch their consideration.
Find out how to Market to Reddit Customers
Amazingly, 40% of Web customers discover a Reddit suggestion most influential to their choice to purchase — greater than evaluations and influencers. Nevertheless, not all product evaluation content material is created equal.
Extra importantly, one of the best evaluations are natural and never overly promotional.
“As a result of Reddit is essentially nameless, there’s fairly a little bit of skepticism. Moderators play a giant function in setting the tone for subreddits, however 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 precious and useful answer,” says Bryan Grover, a B2B advertising strategist who makes use of Reddit personally and professionally.
Nevertheless, there are undoubtedly alternatives to get your model in entrance of recent audiences — if you happen to do it the proper 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 needs to be clear and genuine.
Whereas that may imply various things to totally different folks, these we surveyed overwhelmingly agree that it begins with transparency about being a model (61%), with one other 54% believing that offering precious insights or experience contributes to authenticity.
Moreover, 47% really feel that manufacturers participating 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 mentioned no shilling. That implies that in that area, you possibly can’t self-promote. Nevertheless, you possibly can add worth to the dialogue and share your data — and folks listen. In case your profile is optimized, they’ll be taught extra about you and your model and attain out to start out 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.
“Participating in natural pure dialog the place I can add worth or perception won’t result in rapid leads, however I can stand out as educated in these areas,” Ceisel says.
If this seems like a protracted sport, it completely might be. That mentioned, I’d argue that almost all content material advertising is a protracted sport, too. By constantly demonstrating you understand your stuff, folks in your audience can see that you simply’ve received the chops to resolve their issues together with your product.
Know that “pretend” or staged posts work in opposition to you.
If authenticity is an important factor, then it makes whole sense that posts that really feel staged are the most important 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 discipline, you’re going to politely excuse your self.
The identical goes on Reddit.
“I’m extra more likely 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 undoubtedly scale 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 an incredible 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 proper phrases to speak about the issue, answer, and dream state. It’s additionally concerning the general sentiment.
I’ve discovered that the best 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 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 provides a phrase of warning: “There’s a problem with bots and automatic responses on Reddit. If you happen to’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 professional.”
Ideas for Participating 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 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 participating. Bear in mind, 14.6% of these we surveyed mentioned no approach to model engagement. Whereas these of us could also be a minority, they nonetheless characterize about 15 million folks. So, if you happen to make them mad, it might flip right into a PR nightmare.
Meaning you’ve received to play by the foundations and use Reddit the sensible means. Listed below are a number of ideas that will help you get began on the proper foot.
Discover the proper subreddit and examine the foundations.
Choose a number of matters and seek for subreddits to seek out communities that make sense so that you can be in. Usually, you need 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 foundations and moderators. He additionally suggests poking round to be taught 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 info might be discovered on the prime of the subreddit if you happen to’re on desktop or by clicking “see extra” on cellular.
Take the foundations critically.
Group members are there as a result of they care concerning the subject and the group. They may defend the foundations, so if the foundations 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 one of the best alternative for you as a model. If you happen to recurrently present up and interact meaningfully on subreddits, folks will go to your profile to be taught extra about you. Make certain your profile talks about your model, merchandise, areas of experience, and pursuits.
After they’re headed your approach to be taught extra about you, you might be positive you’re sharing what you need folks to learn about you.
Pay attention earlier than you converse.
As with a number 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 possibly can interact in additional meaningfully methods.
Add worth to discussions.
After 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 might have one thing to advertise or promote.
Ceisel says, “My elementary perception is that I’m not making noise to make noise. I need to contribute to the dialog.”
If you happen to’re constructing a historical past — recurrently exhibiting up and delivering worth, whether or not meaning 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, however 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 printed 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 foundations of the subreddit, it could or will not be applicable to share the weblog submit.
And Fortune, Ceisel, and Grover all have barely totally different takes on this.
Grover was far more immune to 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 provides 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 need 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 shopper. So hold an eye fixed out for folks asking for recommendation, suggestions, or options.
Notably, 23% of advice posts result in folks choosing 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 determine alternatives and calls for for brand new merchandise or provides.
Fortune shares, “It’s an incredible 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 remedy an issue, don’t hesitate to say it … simply remember to 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 characterize a model — in your profile and in any posts the place you’re sharing model content material.
If you happen to’re merely answering a query and highlighting your data, you don’t have to start out each submit 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’s going to come out excessive.
However if you happen to’re answering a query and referring folks to your useful resource, remember to disclose your connection to it.
Let go of the result.
If this seems 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, the entire finest networking guidelines apply.
Though sure, if we’re speaking about advertising, you might have some targets in thoughts, let go of the immediacy and deal with 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 might finally change into your consumers.
Doing Reddit Properly Means Taking part in the Lengthy Sport
Reddit is a very natural on-line group the place content material is pushed largely — if not totally — 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 exploit it once I’m on the lookout for solutions to particular questions, however don’t recurrently take part in any subreddits.
If you happen to’re contemplating making a Reddit technique, know that Reddit isn’t a spot for fast wins — however for manufacturers who play by the foundations, it may be an incredible alternative. If you happen to’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 possibility with a number of the most skeptical audiences on-line.
So, as a substitute of asking tips on how to market on Reddit, contemplate asking, “How can I finest contribute?”
