Reddit Marketing 101: How to Use Reddit to Reach a Large Audience

Since Google announced its expanded partnership with Reddit in 2024, marketers have been wondering whether or not to start posting on the platform to get in front of their target audience. To give you a sneak peak, yes, marketers should absolutely leverage Reddit marketing as a part of their marketing strategy. In this article, we will go over how Reddit works, its partnership with Google, and how to properly leverage it from a paid and organic perspective. First, let’s go over how Reddit even works.

How Does Reddit Work?

Reddit is a social media platform built around user-generated content. It consists of various communities called “subreddits,” each focusing on specific topics or interests. These subreddits are denoted by the format r/topic (e.g., r/technology, r/marketing), and users can subscribe to them to see content that aligns with their interests. Users can post text, images, links, or videos. Other users can engage with these posts through comments, allowing for discussions and interactions. The platform operates on a voting system where content is governed by upvotes and downvotes. Users can upvote or downvote posts and comments, determining their visibility. The more upvotes a post receives, the higher it appears on the subreddit and Reddit’s main page.

Google’s Partnership with Reddit

Like I mentioned earlier, Google has recently expanded their partnership with Reddit. This has helped Reddit questions rank organically on Google Search Results. The example below was the first organic result when searching “Is HubSpot the best CRM”. Google recognizes Reddit’s unique role in providing authentic, human conversations and experiences, making it an essential source of valuable information for users seeking advice, recommendations, and discussions. So, instead of blogs and other educational content ranking high, Reddit has effectively taken over some of those top spots. Seeing this proves the value of Reddit marketing as a part of your awareness strategy and getting in front of the right audience.

Advantages of Marketing on Reddit

Now that you have an understanding of what Reddit is, and how it is used, let’s go over some advantages of marketing on Reddit.

Large and Diverse Audience

As of now, there are over 500 million Reddit accounts. That’s an increase of over 150 million since 2019. And, these users represent a wide range of demographics. This diversity allows brands to connect with both broad and niche audiences through targeted subreddits. Additionally, in the United States, 31% of the user base is from 30 to 49, and 14% are older than 50. So, if your target audience is middle aged, this is a great opportunity to communicate with them.

High Engagement Levels

Reddit users are known for their active participation in discussions. Posts can quickly go viral, resulting in significant exposure and engagement. This interaction fosters community-building and can lead to long-lasting relationships with potential customers. Reddit conversations and threads are also often talked about on other platforms like Twitter and TikTok, which can expand your reach even further.

Authenticity and Credibility

Marketing on Reddit allows brands to engage with users in an authentic manner. By participating in discussions and providing value, brands can build credibility and trust within their communities. While social media marketing can also do this, it is not as encouraged for users to comment on posts and share thoughts, especially for small and medium sized businesses. 

Valuable Feedback and Insights

Reddit serves as a valuable feedback loop for brands. Users often share their opinions and suggestions, providing insights into consumer preferences and expectations. Brands can leverage this information to refine their products and services. This can also be a great way to collect information to build content around. For example, if you have a good question about your product pop up, you can create a blog, video, or social post that answers it. If one person has a question, there’s a good chance that others will have the same one.

Disadvantages of Marketing on Reddit

When strategizing a new marketing initiative, it’s important to go over both the pros and cons. Here are the negatives that may go along with marketing on Reddit.

Complex Moderation

Each subreddit has its own set of rules and guidelines, which can be challenging to navigate. Companies and marketers must invest time in understanding these rules to avoid content removal or bans. For example, some subreddits may not allow any sort of brand promotion. In this case, you can still comment, answer questions, and engage, but you cannot include a link or call to action.

Community Resistance

Reddit users value authenticity and can be resistant to overt marketing tactics. Brands that come across as disingenuous or promotional may face backlash from the community, leading to negative perceptions. It’s important to keep your content more educational than sales focused. Remember, this is a platform where people come to ask questions, so ensure you’re answering them before selling to them.

Limited Targeting Options

While Reddit provides access to diverse audiences, targeting specific demographics can be challenging. You may need to experiment with different subreddits to find the right fit for your content. This is why tracking your Reddit metrics is important, ensuring you spend your time where the highest quality subreddits are.

Reputation Management

Negative feedback can spread quickly on Reddit, impacting a brand’s reputation. Companies must be prepared to manage and address criticism effectively to maintain a positive image. Before you start marketing on Reddit, ensure that you have a reputation management protocol in place to respond to any sort of negative feedback that may arise.

Paid Advertising on Reddit

Reddit offers various advertising options to help brands reach their target audience effectively. Advertisers can create sponsored posts, display ads, and video ads to promote their products or services. The platform’s targeting options allow marketers to target specific subreddits, interests, locations, and even device types, enabling brands to tailor their messaging to relevant audiences.

Sponsored posts appear in users’ feeds and can include images, videos, or links. They blend seamlessly with organic content, making them less intrusive. Display ads, on the other hand, appear in the sidebar of Reddit pages, capturing users’ attention while they browse. Lastly, video ads allow brands to share engaging video content with users.

Organic Advertising on Reddit

Creating valuable content is essential for successful organic advertising on Reddit. Companies should focus on providing information, entertainment, or solutions that resonate with their target audience. Engaging with the community is also very important. Your team should contribute to discussions, answer questions, and provide insights without overtly promoting their products. Hosting an Ask Me Anything (AMA) session allows companies to engage directly with users. This format encourages transparency and provides an opportunity to address questions and showcase your expertise. Additionally, encouraging users to share their experiences with your brand can amplify organic reach. User-generated content builds trust and fosters community engagement.

Best Practices for Marketing on Reddit

Know that you know the pros and cons of Reddit marketing, let’s talk about some best practices that you should consider before you get started.

Know Your Brand Voice

Reddit is a little different than other social media platforms. Because of this, you may need to adjust your brand voice to come across well to your audience. Generally speaking, Reddit users are okay with more playful and funny content, instead of more serious content. Try to keep your content educational, but put a fun spin on your brand voice as long as this aligns with your brand on other platforms.

Engage Regularly

Regularly engaging with your Reddit community is important when it comes to maintaining visibility and building relationships. Consistency and participation can show that you are a trustworthy source of information. Using Reddit’s analytics tools can help you assess the effectiveness of your marketing and make adjustments where necessary.

Prioritize Authenticity

Authenticity is one of the most important things to keep in mind when marketing on Reddit. Approach your marketing genuinely, as users appreciate real interactions over promotional tactics. Like I mentioned earlier, following subreddit rules is also essential to be sure to familiarize your team with these before you get started.

Try New Things

Lastly, be open to experimenting and adapting. Reddit is constantly evolving, so being willing to try different content formats and strategies will help you discover what resonates best with your audience. If you’re unsure about what to try, spend some time researching how larger B2B companies engage. HubSpot, Mailchimp, and Salesforce are all great examples of how to engage with your audience while keeping it professional and on brand.

How to Know if Your Reddit Marketing is Attracting the Right Audience

After you begin Reddit marketing, you may wonder if it’s working and attracting the right audience to your website. So, with the help of Visitor Queue, you can identify your website visitors to ensure your marketing efforts are paying off. With the help of Visitor Queue, identify the company name, along with a description of who they are, location, size, and other firmographic points of interest. We also provide information on how each company got to your website, the pages they visited, and how long they spent on each page. Additionally, see employee contact information to help you reach out and ensure they found what they were looking for. This can help your team generate leads and get better visibility on the companies you’re driving to your website. Start your 14-day free trial of Visitor Queue today.

Final Words

Reddit offers a unique opportunity for marketers to connect with a broad audience. The partnership with Google further enhances this potential, making it easier for users to access valuable Reddit content and for brands to connect with their target audiences. While challenges exist, the benefits of reaching a diverse audience and building authentic relationships make Reddit a valuable addition to any digital marketing strategy. If you have any questions about using Visitor Queue to identify your website visitors, do not hesitate to reach out.