A part of our work at OGS Media with Reddit is making it simpler for manufacturers to get on the platform the suitable manner: clear, genuine, and actually connecting together with your viewers. A few of that occurs by way of our partnership, working with varied groups at Reddit, testing new options, and sharing insights from the manufacturers we’re presently managing.
One other a part of that’s by way of internet hosting Ask Me Something (AMAs) just like the one I did final week on r/RedditForBusiness.
The questions that got here in jogged my memory why this work issues. After almost 20 years on the platform and dealing with manufacturers like TikTok, Purple, and Asurion, I see how manufacturers are genuinely making an attempt to determine Reddit. The AMA drew questions from entrepreneurs throughout industries, from early-stage startups to enterprise manufacturers, all working to know easy methods to present up authentically.
Let me stroll you thru the most important themes that emerged and what really works on Reddit.
The Greatest Mistake Manufacturers Make (And Why It Occurs)
A number of individuals requested variations of the identical query: “What’s the most important mistake manufacturers make once they first begin advertising on Reddit?”
“Most manufacturers discover Reddit by way of their on-line advertising groups. They see that Reddit is exhibiting up in Google search outcomes or they see it in LLMs. However when who ought to give Reddit a strive, it nonetheless finally ends up touchdown of their on-line advertising groups. On-line entrepreneurs have been held to ROI numbers for thus lengthy, it’s how they have a look at their engagement on Reddit.
There’s an curiosity in being on Reddit as a result of it’s fashionable and essential, however there’s not sufficient time spent understanding why Reddit is essential and that’s what I feel is the most important mistake manufacturers make.”
The basis drawback? Manufacturers want to know what makes Reddit so highly effective within the on-line consumer’s journey, how subreddits function as particular person communities with their very own guidelines, tradition, and expectations. How the journey to studying and making choices is as essential as the result.
When one marketer requested easy methods to keep away from the anti-promotional backlash, I defined:
“As for the road between contribution and self-promotion, I feel that’s usually extra of a sense than a line. It takes understanding the neighborhood, what they count on and wish, what they recognize and what they despise. The very best entrepreneurs know easy methods to ‘learn the room’ and know their viewers, begin with being useful first, and look ahead to that second when what they’ve to supply is what you’re asking for, in order that they’re by no means promoting you one thing, however somewhat serving to you out with an answer they simply occur to have.”
Why Conventional Social Media Technique Fails On Reddit
A marketer with years of expertise requested why conventional social media approaches don’t translate to Reddit success. The reply will get to the center of what makes Reddit completely different:
“It actually comes right down to a big phase of the world wanting to have interaction in dialog, versus simply watching streams for updates and leisure.
It was lengthy after social media actually got here out that entrepreneurs began actually it for the publicity and visitors it may drive. This created two avenues: a megaphone to share data and customer support.
Neither of those helps people who find themselves on a journey to study one thing, interact in conversations or discussions round a subject of curiosity, or to discover a resolution to an issue they want solved.
Conventional social media doesn’t work right here as a result of it’s not about dialog, it’s about promotion and advertising.”
The elemental shift manufacturers have to make? Cease fascinated about Reddit like Fb or LinkedIn with stricter guidelines. As a substitute:
“Begin fascinated about Reddit like a networking occasion, a cocktail celebration, a social occasion. How would you method and have interaction with an precise occasion, versus posting content material on a social media platform.
It merely comes right down to the intent.”
Reddit operates extra like strolling right into a convention the place every subreddit is a special breakout session with its personal tradition, expectations, and unwritten guidelines. You possibly can’t simply seize the microphone and begin pitching; you’ll want to hear, contribute, and earn your house within the dialog.
This understanding leads on to what really works on Reddit.
The Do’s And Don’ts For Reddit Success
When requested for the highest do’s and don’ts, I broke it right down to the necessities:
Do:
“Actually grow to be a Redditor:
- Discover communities that you’re a good match to belong to (from the Redditor viewpoint).
- Give attention to participating and serving to Redditors by way of dialogue.”
Don’t:
“Give this process to your advertising group (nicely, not solely your advertising group).
- Deal with subreddits like classes.
- Give attention to KPIs exterior Reddit.”
That first “don’t” surprises individuals, nevertheless it’s essential. Right here’s the factor: Advertising groups are skilled to chase quarterly numbers, to point out quick ROI, to justify each greenback spent. However Reddit operates on relationship timelines, not marketing campaign cycles.
If you hand Reddit to somebody who’s measured on conversion charges and cost-per-click, they’re going to deal with it like one other efficiency channel. They’ll miss what really issues, the compound worth of turning into a part of the dialog, of genuinely serving to resolve issues, of constructing belief that turns your model into the answer individuals suggest when somebody asks for assist six months from now.
The true ROI on Reddit isn’t within the visitors you drive this quarter; it’s in turning into the reply that reveals up in Google searches and AI responses for years to return since you took the time to construct genuine authority in your communities.
How Lengthy Does Reddit Success Really Take?
This got here up a number of occasions, so right here’s the sensible timeline:
“A few of our shoppers see Reddit grow to be their main funnel inside three months. Some rank with their content material prominently inside 30 days. Some present up in all places in LLMs inside six months. Some shoppers get data that adjustments their complete enterprise inside three months. One very massive model rotated its model sentiment in about 9 months. So it’s simply depending on what affect means to you.”
However the basic rule: Six to 12 months for significant affect, assuming you’re doing it proper.
The Product Promotion Query Everybody Asks
One of the crucial sensible questions was easy methods to succeed with out really promoting merchandise. I responded:
“Total, the premise is you don’t promote merchandise on Reddit. You resolve issues. Assist individuals with their precise issues, they usually’ll ask what you suggest. That’s if you point out your resolution. Nonetheless, some communities do need product posts, like trend or deal subreddits. It is dependent upon what you’re promoting. However the good transfer is be useful first, then run adverts the place individuals want your product. You get conversions from adverts plus belief from being genuinely helpful.”
That is the place numerous manufacturers get tripped up. They suppose “no promoting” means they’ll by no means point out their product. That’s not it in any respect. It’s about context and timing.
What Startups And Enterprise Manufacturers Each Want To Know
Apparently, questions got here from each ends of the spectrum, pre-launch startups and established enterprise corporations. The reply was the identical for each:
“I feel that the pathway for each model, early stage, prelaunch, or established, ought to be about understanding what their viewers on Reddit actually wants from them, what their clients journey by way of Reddit appears like, and what the alternatives are for the model to attach with these clients on the proper time, with the suitable conversations, and with the intent to assist them transfer by way of their journey to completion.”
The method is identical no matter firm measurement. It takes time, it takes dedication, and it informs the model what their clients really need, what they give thought to the trade, the model, and its rivals.
The Authenticity Problem
When somebody requested about responding to criticism, right here’s the truth test:
“What I’ll say, is that arguing and getting defensive nearly NEVER works. Keep in mind you and the individuals you’re speaking with are people, so what would you do in actual life? I by no means suppose it hurts to provide a fast and trustworthy apology (by way of DM if wanted). One thing human. Folks soften once they understand they’re speaking to a different individual.”
This ties again to the networking occasion idea. If somebody known as you out at a convention, you wouldn’t begin arguing with them in entrance of everybody. You’d deal with it like a human being.
What Ought to Manufacturers Do In Their First 90 Days On Reddit?
One other sensible query that got here up was what manufacturers ought to really give attention to throughout their first three months on Reddit. Primarily based on our work with enterprise shoppers, there’s a selected methodology that works.
The largest temptation for brand new manufacturers is to leap in and begin posting instantly. That’s precisely backwards.
Month 1: Basis And Discovery
The primary month isn’t about your model in any respect; it’s about turning into a real Redditor. We have now our shoppers’ group members be a part of communities associated to their private pursuits first. Love cooking? Be part of r/cooking. Into pictures? Discover your digital camera subreddit. This isn’t advertising; it’s studying how Reddit really works.
Concurrently, we’re conducting what we name “deep viewers immersion.” Earlier than posting a single factor, we spend weeks analyzing subreddit discussions to know what your viewers really cares about. We map consumer journeys, establish ache factors, and doc the language and tone that resonates inside every neighborhood.
Throughout this part, we additionally set up your model subreddit as a “house base” and create one to 2 worker accounts for future engagement. However these accounts don’t interact with enterprise matters but. They’re constructing karma and credibility in private curiosity areas.
Month 2: Genuine Engagement Begins
Month 2 is after we begin participating authentically inside your trade communities, however nonetheless not selling something. Workforce members start collaborating in discussions the place their experience provides real worth. The secret is participating as educated people who occur to work at your organization, not as firm representatives.
We’re additionally growing content material throughout this part, nevertheless it’s all primarily based on actual consumer conversations we’ve noticed. Each submit, remark, and engagement has a function rooted in fixing precise issues we’ve seen mentioned.
Month 3: Strategic Content material And Good Timing
The third month is when content material technique kicks into excessive gear, nevertheless it’s knowledgeable by all the things we’ve realized. We map high-traffic discussions and guarantee your model is current when it issues most, with out being intrusive.
We name this “good engagement timing,” showing in conversations not as a result of we’re pushing an agenda, however as a result of we genuinely have one thing beneficial to contribute.
The Outcomes
This method works. One shopper, Devicie, went from relative obscurity to genuine trade credibility inside their first quarter. They noticed a 2,000% enhance in Reddit visibility, 528 whole upvotes throughout community-driven posts, 271% development in significant conversations, and enterprise leads sourced straight from Reddit engagement.
However extra importantly, Reddit turned an engine for his or her complete enterprise technique, informing all the things from product improvement to gross sales conversations.
The 90-day method isn’t about fast wins, however somewhat constructing the inspiration for long-term success that compounds over time.
The Funding Query
A number of individuals requested whether or not Reddit ought to change different advertising channels. Right here’s the attitude:
“I don’t know that I might ever put all my eggs in a single basket, however I might say that for me, and for lots of people I do know within the website positioning house, Reddit is an important funding to make. The biggest affect you possibly can have to look proper now for my part, in addition to for LLM search, is to have prime quality drawback fixing discussions that embody your model on Reddit.”
And when somebody joked about tendencies we’ll cringe at in 10 years, the response was easy:
“Questioning whether or not Reddit is an efficient funding to make in your model.”
What This All Means
The questions from this AMA reinforce what I’ve been seeing for years: Manufacturers know Reddit is essential, however they’re approaching it with the unsuitable frameworks. They’re making an attempt to use Fb promoting logic to a platform that operates extra like a group {of professional} associations or interest golf equipment.
The manufacturers that succeed on Reddit perceive this elementary distinction. They present up as people first, specialists second, and firms third. They resolve issues as a substitute of pushing merchandise. They make investments time in understanding communities as a substitute of treating them as promoting classes.
Most significantly, they acknowledge that Reddit success isn’t about gaming the system; it’s about genuinely collaborating in it. That takes longer than working adverts, requires extra nuance than posting content material, and calls for extra authenticity than most advertising groups are used to offering.
However for the manufacturers that get it proper? Reddit turns into greater than a advertising channel. It turns into a aggressive benefit that’s extremely troublesome for rivals to duplicate.
When you’ve got questions on Reddit advertising, be at liberty to leap into the unique AMA thread or join with me on LinkedIn, the place I submit most of my Reddit ideas.
Extra Sources:
Featured Picture: Courtesy of r/RedditforBusiness
