Reddit has become a bonafide source for news, networking, and discussing the nitty gritty details of Netflix’s Making A Murderer. The site attracts a cool 234 million unique visitors each month — a treasure trove of potential customers. But Reddit users flock to the site to avoid advertising, and can spot a sales pitch from a mile away.
So how the heck do you market to millions of people who hate marketing? And, should you?
First: a refresher on Reddit
Reddit launched in 2005. Think of it like an online bulletin board. A user posts a question, comment, or link, and other users comment on it. The community votes a post up or down; these votes determine how the post is ranked on the website. The more “up votes,” the higher a post will rank. To keep things organized, posts are categorized into “subreddits” based on their topic (news, music, food, etcetera).
Yes, Reddit is massively popular, but that doesn’t mean you must develop marketing strategies for it. Like with all social media marketing efforts, you should choose the platforms that make the most sense for your business. But if you’re ready to take Reddit for a spin, here’s what to keep in mind.
Tip 1: don’t replicate your other social media marketing tactics
Reddit is not like Twitter and Facebook, so don’t treat it as such. Users aren’t there to learn about your product or watch your brand videos. Get familiar with how Reddit works before doing anything. Familiarize yourself with different subreddits, how up- and downvoting works, and how to post.
Tip 2: lurk first
Simply being a dedicated observer of what’s happening on Reddit can be valuable. Keep an eye on subreddits and threads directly related to your industry, and find out what people are talking about. Think of it as lurking-turned-market research. Once you’ve got an understanding of what Reddit users are talking about, look for opportunities to participate — genuinely. Upvote, post links that aren’t your own, and add comments.
Oh, and don’t include your business in your user name. Rookie move.
Tip 3: don’t go for the obvious
Once you’ve established yourself as a sincere user of Reddit, look out for opportunities to share your company’s content — but only if it adds real value. Determine its value by considering what it’s really adding to a conversation.
For example: if a thread is debating the merits of several varieties of water coolers and it just so happens that your company has published an interesting, well-written and unique ranking of the best water coolers, then share away. Avoid accompanying text that promotes your company.
For a longer read on Reddit (sleuth) marketing, check out this Reddit marketing case study.
About the Author:
Elise Darmanin believes that "travel is the only thing you buy that makes you richer." That's why she makes beaches, coffee shops and co-working spaces her office by working remotely while growing Canupy Content. Canupy is a social media and copywriting agency for small to medium-sized businesses. The Canupy team helps brands grow through social media marketing, copywriting and content strategies that inspire audiences and drive sales.