Many marketers still consider Reddit an enigma. Founded in 2005, it’s one of the few elder social media platforms that’s survived to today. Since the company’s IPO in March, its stock price has gone in the opposite direction everyone anticipated — up, up, up. It boasts a highly engaged 850 million monthly active users, an audience that isn’t afraid to share their opinions, viewpoints and feedback.
I’ve been an avid Reddit user for years and have witnessed firsthand the value it offers. It’s a powerhouse of information, its user base is active and growing, and even though it experienced a brief API hiccup, you can still use third-party tools to get the most out of the platform.
So why are brands and marketers still not sold? While brands assume some risk when joining the platform, the upside far outweighs the risk. If you’ve been hanging out on the Reddit sidelines, this is your wake-up call to get in the game. Here are six ways agency and brands can extract value from Reddit marketing.
Research
Although Reddit experienced some API controversy, third-party platforms can still access its API as of now. This allows social listening tools to scan the platform, which I believe is one of the most valuable uses of Reddit. If you’re curious about discussions in a specific industry, Reddit is an excellent source for gaining industry insights and opinions that can inform your content or product strategy. Marketers also can use it for content inspiration, taking cues from the audiences that they care the most about.
Agencies can use scans for initial research when onboarding new clients, agencies and brands can use scans to detect current or potential PR issues. The world is your oyster when it comes to using Reddit for research and inspiration, and the best part is that you don’t even have to actively post on the platform.
Competitive analysis
I kept this separate from the research category on purpose — keeping an eye on competitors and discussion about competitors is a huge value add for any marketer. By observing competitor activities and discussions around their products or services on Reddit, marketers can identify strengths, weaknesses and opportunities to differentiate their own offerings.
Competitive analysis also is a way to carve out your own market niche/positioning. By knowing what your competitors are leaning into and what they’re not, you can give your brand its own unique angle and approach.
Community engagement
Social media is all about relationships, and Reddit is one of the best places for building relationships with people. But tread lightly here, Redditors are savvy and don’t take to overt advertising very well. Come in genuinely and with an open mind, and be sure to avoid sales speak. If someone is expressing an issue, try to solve it. Gaining advocates on the platform can go a long way.
Amplified reach
While Reddit certainly isn’t the largest social media platform on the block, don’t sleep on its users. With nearly 270 million weekly active users, this is an audience worth spending time on. Most brands and marketers use the usual suspects — Facebook, Instagram, X, LinkedIn, YouTube and TikTok. By being a Reddit pioneer, you’ve now added an entire network of potential new customers to get exposure to your content.
Feedback and innovation
While you may not want to hear it, there are often fantastic, objective pieces of feedback on products and services on Reddit. The same way you wouldn’t ignore a customer sending you an email with feedback, you should pay attention to feedback that’s given on your product or service. And if there isn’t any, you can keep an eye on industrywide feedback. This is a great way to keep current with consumer expectations, potentially allowing you to get ahead of them.
Partnerships
What better way to get a head start on the platform than attaching your brand with an already established entity? Reddit is full of partnership opportunities that can give you exposure to a brand new audience. And if you’re still nervous about signing on for something long term, there are opportunities for one-offs. Consider being a part of an AMA, an easy and non-binding way to dip your toes into the platform.
Take the above advice to heart and stop ignoring one the most valuable – and oldest – social platforms. It’s time to add Reddit marketing to your mix.
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Opinions expressed by SmartBrief contributors are their own.