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Build a Reddit Marketing Strategy - Sprout Social
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People are opting-in to community-driven spaces “Users no longer settle for just being posted at—they want brands to interact meaningfully on social, and create spaces where they can connect with other individuals around shared interests.” Subreddits and AMAs naturally scratch this itch, giving audiences a place where no topic is too niche for rich conversation.
People are opting-in to community-driven spaces “Users no longer settle for just being posted at—they want brands to interact meaningfully on social, and create spaces where they can connect with other individuals around shared interests.” Subreddits and AMAs naturally scratch this itch, giving audiences a place where no topic is too niche for rich conversation.
Phase I: Set up your account. Decide if it makes sense to create a branded user or an individual “persona” to build your presence around. The bulk of this phase should be spent researching and listening. Find the subreddits where your target audience or existing customers are active, and get familiar with the community guidelines, moderators and active voices in each. Monitor conversations already happening about your business or industry, and start compiling relevant insights to share back with other teams internally. You should start commenting or answering questions to build Karma (Reddit’s proprietary user reputation score), so long as you’re not doing so to plug your product or service. “Start posting original threads (e.g., comment on trending topics relevant to your audience, share proprietary survey data or insights).” Phase III: This phase is all about running with what you’ve learned and scaling up. Now is the time to tackle larger content opportunities (e.g., hosting your own AMA with a company leader or brand ambassador) and formalize your internal Reddit workflows. You might also consider paid Reddit Ad opportunities.
We recommend developing a “crawl, walk, run” approach, with distinct goals and plenty of time in each phase to test and iterate before progressing. This might look like: “Find the subreddits where your target audience or existing customers are active, and get familiar with the community guidelines, moderators and active voices in each.” Phase II: With plenty of research under your belt, you can start becoming a more active Reddit contributor. This is where the experimentation truly begins. Start posting original threads (e.g., comment on trending topics relevant to your audience, share proprietary survey data or insights). There are a variety of formats to begin testing here, including AMA-style prompts, resource breakdowns or case study stories. Begin tracking engagement metrics like upvotes, comments, shares and saves to identify what’s working best.
The tone of your posts is equally important as the content itself. Messaging that you used to share a corporate update on LinkedIn likely won’t land with Redditors. Relying on AI-generated responses sends another red flag to users already skeptical of bot-driven posts on the network. “Some communities may be more accepting of brand interactions than others.” Even if you do follow these guidelines, there’s a chance your comments might get removed or your account could get banned—it’s the name of the game when experimenting. But you can work with your Reddit Pro rep to appeal if you think your content was wrongfully flagged. They can also help navigate your overarching strategy and Reddit Pro functionality.