For those who don’t know Reddit yet, let’s just say it’s the largest news aggregator on the Internet with more than 2 billion page views per month and more than 34 million unique visitors. Of course, with such statistics, it is normal that Reddit is the target of advertisers and more or less effective marketing campaigns. If you remember only one sentence from this article, you should remember this one: “Don’t market Reddit without knowing the community well and working with it to create value-added content for it”. Reddit’s customers are particularly allergic to advertising and include a community that is much more efficient in its use of the Internet than the average.
On Reddit, any user can submit any type of content to the site. Registered users then vote on the content by liking the content with the up arrow or by not liking it with the down arrow. The Reddit algorithm then gives visibility to the content based on the number of positive or negative votes and the time since the content was submitted. Content that receives a significant number of positive votes can be found on the main page, ensuring that the content has between 50,000 and 200,000 visitors and dozens if not hundreds of links to the source of the content.
Subreddits are Reddit communities dedicated to a particular subject. With Reddit’s huge growth in recent years, some of its communities have become the largest communities on specific topics on the Internet. The most popular subreddits have more than 1 million members and cover a wide range of topics.
Examples of subreddits
r/pics/ 1.8 million members
/r/gaming/ 1.5 million members
/r/music/ 990,000 members
/r/hockey/ 35,000 members
/r/montreal/ 5872 members
Global portrait of Reddit users
It is almost impossible to make a global portrait of Reddit users in falling into generalization. However, it is possible to detect some trends that are more significant than others that allow us to give an idea of the typical redditor. Also, it must be understood that each of the subreddits may have a completely different population from the general population of Reddit. Reddit users come to the site to consume content, interact and entertain themselves, not to be buried in advertising.
Know the internet culture and the same
Mostly young (18-35) male
Very active on social media
Often pioneers in the adoption of new technologies
Critical and very cynical towards online advertising forms
Bacon and narwhal lover 😉
Why do marketing on Reddit?
If Reddit is allergic to marketing, why do you want to do it on this platform? Simply for the following three reasons:
Viral potential: Largely due to the democratic system of Reddit, the visibility of content depends heavily on the reception of content by redditors. The source of the content plays only a small role in the virality of the content. This allows everyone to have an almost equal chance of success on Reddit as long as the content is creative and interesting.
Targeted users: Thanks to the segmentation of communities by subreddits, it is possible to target the largest community on a particular topic on the Internet.
Syndication potential: As Reddit is a hub for tens of thousands of online influencers, often published content benefits from global syndication on many online sites and even sometimes offline. For example, we have already seen content in prestigious newspapers such as the New York Times and Forbes.
Effective marketing models for Reddit
Paid advertising on Reddit
For those who want to start using Reddit advertising without worrying too much, it is possible to buy advertising space without leaving your shirt there. The performance of your campaign can vary, but we have often seen campaigns achieve spectacular results compared to other display networks. To carry out a campaign on Reddit, simply:
Submit a title and URL you want to promote
Decide on the time period during which your campaign will last and your total budget
Decide if you want the campaign to be about all Reddit or about particular subreddits
Wait two days for the moderators to approve it
Then, once your campaign is ready to go online, Reddit adds the total advertising amounts for the day and divides the impressions pro rata. To compensate for the fact that you only use a subreddit, your ad will get a significant boost to the ratio of the size of the reddit you target (the smaller the subreddit you target, the more your share of impressions on this subreddit will increase. If you still don’t understand, you can consult the explanatory cartoon made by The Oatmeal.
If you have an advertised product or service that targets a wide audience, you should target any Reddit in order to get significant coverage. Of course, your product or service must target the majority of Reddit’s audience.
For those who target a more specific audience, you should use targeting on subreddits only.
Remember that Reddit users can comment on your ads so it is important for you to be as neutral as possible if you do not want negative comments from the community.
Organic advertising on Reddit
We will not repeat it often enough in this article, Reddit users are allergic to all forms of marketing and are educated enough on the Internet to detect attempts at disguised advertising. Reddit owners, moderators and users have been fighting spam with determination for years. So how can we use Reddit for marketing purposes without alienating the community and having some success? Simply by adding value to our content for the Reddit community and having something that is really of interest to the target community.
Understanding Content Marketing
To get optimal results on Reddit, you need to approach your marketing strategy by giving something of value to the Reddit community from the beginning of the planning process. This does not mean that you cannot achieve your goals or those of your customers, but if you do not constantly keep in mind to offer value to the Reddit community, your strategy is likely to be a major failure.
Providing value on Reddit is as simple as providing content that is interesting, useful and viral. Your content should not look like a sales pitch. The content can be of any form, but graphic content usually works better. It is extremely important to produce content that is as impartial as possible, because if your content is slightly marketing oriented, it is highly likely to be a failure.
For this reason, organic marketing on Reddit is a bad idea if you have a branding or general visibility objective. However, it is an excellent idea if your goal is to add diversity to your link acquisition campaign.
The secret recipe
Understand that your goal is to create commitment to your content. The main benefits of your campaign will be traffic to your site, the acquisition of incoming links and the commitment to your brand. It is not normally to get direct sales to your product or service.
Understand that you must provide content that is interesting and/or useful to the community you are targeting.
Your content should target a specific subreddit.
Your content will have a better chance of success if it is created in collaboration with the members of the subreddit.
Your content should be visually interesting.
The only marketing part of your content should be your company logo (on a computer graphics for example) or a “Sponsored by” link. Even better, simply host the content on one of your web properties for maximum transparency.
The key to success on Reddit is to understand the community you want to target and to some extent be part of it. A successful Reddit campaign is one of the ways to achieve real viral success on the Internet, possibly even on a global scale.