Why Reddit

Nikola

tl;dr — Reddit has 500m+ monthly unique users segmented into 150k+ topic-specific communities that spend 15% more and are 13% more likely to speak positively about brands.

Image Source: reddit.com

Reddit is a social news aggregation and discussion website where users can submit links to articles, pictures, and other content; it is a network of communities that create more than 2 billion posts and comments every year. The Reddit community is segmented into more than 150 thousand topic-specific groups, called subreddits, making it ideal for marketing.

The site's 500 million monthly active users are always looking for new products and services to try, and the reviews are nothing if not reliable and thorough--it's one of the top reasons why people go on Reddit.

In fact, according to reports published by Reddit, Reddit users spend more of their journey actively researching and evaluating twice the number of brands during up to 4x more research sessions–they are informed and confident in their decision.

Reddit users also make faster purchase decisions, spend 15% more, have 12% higher post-purchase NPS, and are 13% more likely to speak positively about the brand online and offline.😮

However, Reddit is also known as being unfriendly to marketing for two reasons;(1) moderators and users are notoriously vigilant in rooting out self-promotion which inhibits organic marketing, and (2) the majority of its community uses ad blockers which inhibit paid marketing.

That being said, it is possible to use the platform for marketing.

There are a few things to keep in mind when approaching this audience:

THE CULTURE 💖

UPVOTING AND DOWNVOTING

Reddit is known for its upvoting and downvoting system. This is the site’s most integral function as it enables users to vote on submitted content based on its merit–often the relevance, uniqueness, etc. Users click the arrows to upvote or downvote posts, increasing or decreasing their visibility on the subreddit or even throughout the whole site. Redditors can upvote and downvote other users’ comments as well.

KARMA

Users can gain karma depending on how well-received their posts or comments are; karma reflects how much feedback they've received in total. Posts and comments with higher karma generate more reactions from other users. Karma mostly boosts a users standing within the community.

LANGUAGE

Reddit has a number of phrases and abbreviations that make communication more efficient for users but may leave casual users confused. The use of these terms tend to bleed into other community platforms as well.

Image Source: forrester.com
REDDIQUETTE 📝

Reddit has its own set of rules, which vary depending on the subreddit. These are sometimes referred to as Reddiquette.

MODERATORS

Moderators are the backbone of Reddit. They control what's allowed in a subreddit, determine which posts make it onto an individual thread, and can even remove any post and ban users.

These functions create a self-governing platform unique to Reddit–it’s up to the users, not algorithm, to decide what is valuable to the community. As such, this makes Redditors protective over the site. This also makes it not just possible but incredibly easy for users to weed out brands that are appropriating language or Reddiquette for inauthentic purposes. In order for marketers to understand which types of content and interactions are valuable, they need to have a thorough understanding of the culture.


SUBREDDITS🧬

There are thousands of subreddits, each with its own unique focus. This feature is an incredible opportunity for marketers as that removes the guesswork out of audience interest.

Image Source: medium.com/growthfolio

What’s also special about it is that each subreddit is a representation of people who are already passionate about their specific interests; so as long as you choose the correct subreddits to advertise to, you already have a chance at getting a captured market. However, by posting in the wrong subreddit or posting the wrong type of content (tone, form, etc.), you risk having your content downvoted and buried by the community.

When choosing a subreddit, it’s important to do as much research as you can about how best to approach the community. You can read the subreddit rules, look through the “top” and “hot” content, try to find formats and themes that are specifically popular in the subreddit, and of course, the language that the users seem to favor. This research will enable you to lay down a great foundation for your campaign.

There is no one more qualified to talk about this than Reddit user Max Schlienger a.k.a. u/RamsesthePigeon:

When one approaches content creation with earnestness, through the lens of catering instead of targeting, then it becomes an undertaking that can and should be done ethically [...] it's important not just to think about the content, but distribution channels and means of consumption too. Take into consideration what will happen when people interact with our messages so we can create something they'll respond well to.


CASE STUDIES 🔥

Some examples of successful brands that utilized Reddit by embracing the way the platform works are Zynga and Woodchuck Hard Cider.

Take this campaign by Zynga for example where they targeted specific subreddits like r/AndroidGaming and r/Battlestations that they thought would be interested in downloading their CSR2 racing game which gave them a built-in interest in their product. This, in combination with an aligned ad format, saw a higher retention and conversion rate as compared to other social channels in the US.

According to a statements from Zynga’s Sr. Manager for Growth Marketing, Hagop Hagopian:

For CSR2, Reddit successfully drove 1.5x higher LTVs compared against other emerging social channels. Additionally, the retention rates were 16% better than any other channel and organic installs.

In the case of Woodchuck Hard Cider, they ran a promoted post campaign with the comments turned on, encouraging a conversational approach which the community appreciated. Their approach created an authentic dialogue between the brand and the audience which they then used to improve the ads, demonstrating Woodchuck’s ability to listen and adapt to the Reddit community. This campaign yielded a record-setting monthly revenue for the company as well as multiple awards and positive sentiments from the community.

From these examples, we can see that the key to success on Reddit is understanding the culture of the platform and applying that to your brand’s voice. It's not just about advertising in a clever way; it’s more important that ads are authentic and align with how Redditors relate to one another. What does that mean for businesses seeking to sell to this community? Because of its active, engaged user base and vast potential reach, Reddit can significantly and meaningfully drive up sales, customer retention, brand recall, etc. if they take the time to learn how best to communicate with its users.


That’s where Howitzer comes in!

We created Howitzer 🦄 to allow you to accurately find your perfect potential customers on Reddit, and send them personalized messages that generate a response rate unlike any other marketing channel out there.

You can specify keywords, subreddits, time periods, positive or negative sentiment to describe your ideal customer; Howitzer will then extract all of the users that match your criteria, and you’ll be able to start a conversation with them all at once so you can foster connections at scale.

And the best thing is you don’t need Reddit accounts, or proxies, or VPNs, or extensions or whatever the other marketing tools require you to have. Howitzer handles everything for you through dedicated high-karma Reddit accounts, completely in the background.

You just sign in, run your search queries, write a message, and handle the conversations with your leads–this way, you can focus on learning and building from that connection, and developing your journey with your customers.