A guide to getting it right
10 mins read

A guide to getting it right

When thinking of social media marketing, most practitioners generally think of sites like Facebook, LinkedIn, and – more recently – TikTok.

But off the beaten path lies Reddit, a surprisingly large, robust, and intriguing social media platform that could offer marketers an interesting place to share their message. Provided you are willing to play by the rules.

What is Reddit?

You’ve probably at least heard of Reddit. But for most non-“Redditors” it can be a mystery.

So what is it actually?

Dubbed the “front page of the internet,” Reddit is a social news and discussion platform that has become a major player in the digital marketing landscape 430 million monthly active users.

It is a website where users can share content, participate in discussions, and vote on the quality of content.

One of the most important things to understand is that Reddit is divided into thousands of “subreddits,” each focused on a specific topic. These subreddits cover almost every topic imaginable – from technology and gaming to cooking and fashion – and attract people from all walks of life.

One of the most interesting elements of Reddit is the content upvoting and downvoting system. The system allows users to vote on the quality of the content. “Upvoting” a post or comment means that a user finds it useful, interesting, or valuable – downvoting means the opposite.

This system offers a level of transparency and authenticity that is hard to find on other platforms. It gives users a say in what content (paid and organic) ranks at the top and bottom of the forum.

To learn more, read this excellent guide on the ins and outs of Reddit.

What is Reddit’s target market?

Reddit’s target market is diverse and diverse, spanning a wide range of interests and demographics.

Reddit’s user base includes people of all ages, genders, and backgrounds, united by common interests and passions.

Reddit also has a strong international presence, with users participating in discussions and sharing content worldwide.

The common thread of Reddit’s audience is their passion for content and a desire to connect with like-minded people.

Is Reddit good for promoting a business?

Reddit can be a great place for businesses to advertise as long as they do so effectively.

One of the biggest advantages of advertising on Reddit is the platform’s massive user base, diversity of interests, and numerous niche communities. This means businesses can target their ads to specific subreddits, ensuring their content reaches a highly engaged and relevant audience.

By creating valuable and relevant content, engaging with audiences, and targeting the right subreddits, businesses can leverage Reddit’s massive reach and engaged user base to achieve their marketing goals.

Understanding the nuances and audience of each subreddit is crucial for digital marketers to create effective campaigns that resonate with the audience.

The Challenges of Marketing on Reddit

Unlike more advertising-centric social platforms like Facebook or LinkedIn, Reddit isn’t a place you’d want to enter as a new marketer without understanding some of its potential pitfalls.

  • Contents – One of the biggest challenges businesses face is creating content that resonates with Reddit’s user base, which is known for being extremely discerning and critical of low-quality content. You can’t just reuse content from channels like Facebook and Twitter and thrive – you have to think of the audience first.
  • criticism – Reddit users can be very opinionated and vocal about their beliefs, which can lead to negative backlash if a campaign is perceived as deaf or insensitive.
  • nuance – Each subreddit on Reddit has its own culture and rules, which can make it difficult for digital marketers to create effective campaigns that resonate with users of the platform.
  • Tool – Experienced social media marketers may find that the promotional tools Reddit offers are lacking compared to the larger channels. Unfortunately, Reddit doesn’t offer the same level of automation, conversion tracking, and analytics as Facebook. Still, you can run campaigns at any stage of the funnel.

Reddit Marketing Best Practices

Set clear goals and KPIs

Before launching your paid advertising campaign on Reddit, it’s important to set clear goals and key performance indicators (KPIs).

Do you want to generate website traffic, increase brand awareness or increase sales? Once you have a clear goal, you can set KPIs that align with your goals, such as: B. click rates (CTRs), conversion rates or return on ad spend (ROAS).

Choose the right ad format

Reddit offers various ad formats including sponsored posts, display ads, and video ads. Each ad format has unique strengths and weaknesses. Therefore, choosing the format that fits the goals of your campaign and your target audience is crucial.

For example, if you’re looking to increase brand awareness, display ads may be more effective, while sponsored posts may be more appropriate if you’re looking to generate leads or sales.

Develop content that resonates

Reddit’s user base is very sophisticated and is quick to spot low-quality content.

Well-crafted promotional content can generate upvotes, increase engagement, and increase traffic, leads, and sales. If your content pushes users in the wrong direction, they won’t be afraid to let you know.

Advertisers who create authentic, high-quality content can build brand awareness and loyalty on Reddit, resulting in more positive brand perception and customer loyalty.

Creating quality content on Reddit means:

  • research of the target group – Study the target audience and the subreddits where they are most active. This will help you understand their needs, interests, and preferences and create content that resonates with them. Take the time to understand the tone and voice of each subreddit and use that as a basis for developing your content.
  • create value – Make sure your content provides value to the audience. This may include educational content, behind-the-scenes stories, or the use of humor to engage with the audience. The key is to create useful, entertaining, or informative content that resonates with the target audience.
  • Follow the rules and guidelines – Each subreddit on Reddit has its own set of rules and guidelines, so it’s important to read and understand them before creating any content. Violating the rules can result in negative feedback or even ban from the subreddit, which can damage a brand’s reputation and credibility.
  • Engage with the audience – Responding to comments, answering questions, and participating in discussions about content can increase engagement and build trust and loyalty with audiences. It can also provide valuable insight into their needs and preferences, and serve as a basis for future content development.
  • Use of eye-catching images – High-quality, content-relevant images can increase the likelihood of generating engagement and upvotes. Make sure the visual is eye-catching and supports the message you’re trying to convey.

Target the right subreddits

Just like with organic content, targeting the right subreddits is critical to the success of your paid advertising campaign on Reddit.

Start researching relevant subreddits using tools like Redditlist or Subreddit Stats.

Reddit also offers various targeting options including location, interest, and device type that can help you reach the right audience.

You can increase the likelihood of generating quality leads and sales by targeting the right subreddits and using the right targeting options.

Continuously optimize your campaign

Regularly monitoring and optimizing your paid advertising campaign on Reddit is critical to its success. Use Reddit’s built-in analytics to track your campaign’s progress and adjust your strategy based on the data.

This may include tweaking your targeting, adjusting your messaging, or changing the visuals to better resonate with your audience.

Also, consider testing different ad formats, targeting options, and messages to see what works best for your audience.

By continually optimizing your campaign, you can ensure you get the most out of your investment and meet your marketing goals.

Top brands using Reddit for their marketing

In addition to the thousands of advertisers around the world, Reddit’s potential has attracted several big brands, including Uber, HP, Ulta, Adidas, and Universal Studios.

Personally, I like the HP and Adidas examples for two different reasons.


HP has “eyeballed” Reddit to boost subscriptions to its ink replacement service.

This is a great example of a great company taking the plunge down the funnel!

HP ad on RedditScreenshot from Reddit, February 2023


Adidas leveraged a popular Reddit concept called “AMA” (Ask Me Anything) in which its apparel experts answered community questions about its new line of running shoes.

This was a great example of providing relevant and valuable information and masterfully leveraging Reddit’s content trends.

Adidas ad on RedditScreenshot from Reddit, February 2023


Advertising on Reddit is more challenging than on more traditional social media platforms like Twitter, Facebook, or LinkedIn. It requires more prep work, a thorough understanding of the target audience, and content tailored to the nuances of the platform.

Some advertisers could easily dismiss these requirements as too high a barrier to entry. And that’s okay.

However, advertisers looking to reach a hyper-passionate, demographically diverse audience will find what they are looking for on Reddit.

And with a little care, these advertisers can create content that not only drives results, but also respect, appreciation, and loyalty from valuable customers.

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Featured image: Nicescene/Shutterstock