In 2023, you might feel like your brand is adding a new social media channel to your social strategy every month. Apps like Instagram's Threads is one of those new channels that brands have had to adopt pretty quickly.
However, there are several social platforms that have been around for years but are rather underutilized by brands. One of these platforms is Reddit.
Reddit isn't usually considered as influential as other popular social media platforms, although it deserves to be. The network has over 500 million monthly active users and is one of the most engaged communities on the internet.
What Is Reddit?
To those who have never used Reddit, the platform might look like a confusing mess. But inside that mess lies a world of community and conversation.
Reddit has a forum-style structure, where users can create topic-based posts that other users can interact with. These posts are published in topic-based communities called subreddits. And let us tell you, there is a subreddit for pretty much everything. We even found a subreddit called r/TVTooHigh, where users share pictures of TVs they come across that are too close to the ceiling. The subreddit has over 130k members. It's important work they're doing.
Each subreddit provides a rich ecosystem for brands to connect with individuals who share similar interests and lifestyles.
How Does Reddit Work?
Here's the bare basics of how Reddit works: every post is published by an OP (original poster) who started it. Users can upvote or downvote posts or comments on Reddit.
Reddit's user-driven nature allows the community to decide what content rises to prominence or falls to unimportance. This system encourages the most engaging and relevant content to reach the top of each subreddit, fostering organic discussions and interactions. Brands can participate in these discussions by posting content, replying to comments, and engaging with the community. However, it's important to approach Reddit with authenticity, transparency, and a genuine desire to contribute to the conversation.
3 Ways Brands Can Use Reddit
Now that we have a grasp of Reddit's essence, let's explore three effective ways in which brands can utilize this platform:
Understanding Your Audience
Like we've mentioned before, Reddit is full of user-driven opinions and conversations. A lot of these conversations could be relevant to your brand. But you have to know where to look.
Many subreddits on the platform are geared towards users asking questions. This is a great opportunity for brands to learn what pain points their audience or potential audience has. For example, let's say your brand is a financial institution. You could visit subreddits adjacent to your brand, such as r/FinancialPlanning, to see what questions users are most commonly asking.
Running Ask Me Anything (AMA) Sessions
AMAs are very popular on Reddit. These posts are designed as a live Q&A format with the purpose of connecting an expert on a particular subject with a community of individuals who share a common interest. As users post their questions in the thread comments, the AMA host can reply. It's a simple yet amazing way to increase brand visibility and humanize your brand.
Here's an example of an AMA the CEO of Nissan and Renault did. The AMA resulted in over 4,000 comments!
Discovering User-Generated Content
If you're mining for user-generated content (UGC), Reddit just might be your gold mine. Because of Reddit's structure, it's the perfect home for product photos, testimonials, and reviews.
For example, check this post from a happy customer on the r/Fender (Fender Guitars) subreddit:
Is Reddit Worth It?
While this blog post lists several advantages for brands, it's smart to consider the potential challenges when it comes to Reddit. Because the site is very user-driven, brand interaction on the platform can often come across as inauthentic. While brands reign supreme on platforms like Instagram and Twitter (and now Threads), many Reddit users see their platform as one of the last unblemished spots on the internet. No pressure.
Our suggestion is to use Reddit as an opportunity to listen to your audience, rather than promote. Who knows? Perhaps Reddit is the key you need to truly understand what and how your audience thinks.
Need more help connecting with your brand's audience? Shoot us a message to crush the social media game!