Reddit is a platform most social media marketers are at least somewhat familiar with – whether you’ve browsed a trending thread, searched for a brutally honest product review or dipped into a niche community for insight. But while many know what Reddit is, far fewer are truly tapping into its full potential as part of a brand’s social strategy.
Since launching in 2005, Reddit has grown into a social media powerhouse with an estimated 1.1 billion active monthly users, making it the third most visited website in the US.
That reach brings opportunity – but if there’s one thing to know, it’s this: Redditors really dislike blatant marketing. That’s likely why organic social media marketing hasn’t taken off on Reddit the way it has on Instagram or TikTok. The platform thrives on real, authentic conversations between people who share niche interests – or the same everyday problems. Any content that even hints at being inauthentic? Expect a flood of downvotes.
So, how can brands show up on Reddit in a way that adds value rather than turning users off? Let’s break it down.
Advertising
When done well, advertising on the platform offers a huge opportunity. Why? Because it’s full of niche communities. Whether you’re looking for office outfit inspiration (r/businessfashion), life advice (r/amitheasshole) or just something hilarious and weird (r/catsstandingup) – there’s a subreddit for everything.
This means brands can target highly specific audiences with precision. Even better, Reddit users are 22% more likely to be actively searching for content rather than just scrolling. That means when ads are targeted well, they show up alongside relevant, timely conversations – leading to greater contextual relevance and potentially stronger click-through rates.
But don’t just slap an ad on Reddit and expect great results. As mentioned, Redditors are fiercely protective of the platform and will quickly call out traditional, hard-sell marketing tactics. To succeed, brands need to create ads that feel native to the platform.
Take Eyeris.io’s example. Using a familiar meme format it’s both engaging, humorous and relatable to the Reddit community. Or Reddit for Business’s that uses Reddit’s much-loved mascot.
Source: Shehu Social
Source: Shehu Social
Another standout example is Audi’s Ask Me Anything (AMA) campaign. They invited celebrities like Elizabeth Banks, Adam Scott, Olivia Munn and Issa Rae to answer Redditor-submitted questions in real time – all while driving at high speed on a racetrack. It was the perfect blend of Reddit-native language (AMAs are a beloved staple on the platform) and high-production brand storytelling. The campaign racked up thousands of upvotes and comments, boosting Audi’s visibility and credibility among Reddit’s tech-savvy audience.
Source: Shehu Social
It’s clear that by putting on your ‘Redditor cap’ and thinking about how your content can blend in naturally, ads can see strong results. But beyond this, how can social media professionals utilise Reddit to its fullest?
Social listening
According to Statista, 89% of consumers trust individuals they ‘know’ over traditional marketing. Reddit’s biggest strengths are trust and community. There’s a general sense that most users are there for genuine conversation – and anyone who’s not is quickly downvoted out of sight. So, to be successful organically you need to be a Redditor first – and a social media manager second.
By finding subreddits where your brand, industry or product is being discussed, you can join the conversation authentically and transparently. That could mean sharing expert advice, answering questions, responding to criticism or recommending your product when it genuinely fits. Reddit is also a powerful tool for keeping an eye on competitors – tracking how they’re being talked about, spotting pain points and uncovering gaps you can step into. Done well, this kind of engagement can reshape reputations, build loyal communities and refine your broader strategy.
After all, where else online can you find unfiltered, in-depth discussions about your brand and competitors?
SEO
Reddit isn’t just a social platform – it’s also a major player in search engine results. You’ve probably noticed that Reddit threads often show up in the top results when you Google a question. That’s not a coincidence.
In early 2024, Google signed a major deal to access Reddit’s massive collection of user-generated content to help train its AI models. And it’s not just Google – AI tools like ChatGPT also learn from Reddit content. This means being active on Reddit can directly influence how your brand appears (and is interpreted) online.
So, if you’re not part of the conversation, you’re missing an important piece of your SEO strategy.
Having the right approach makes all the difference when it comes to Reddit. If your brand needs social media expertise, reach out to our team at [email protected].
