Why You Should Be Posting Content on Reddit


Written by Kunal Sharma

November 12, 2019

Want to know what social media platform is the toughest to market your product on? It’s not FacebookInstagram, or even LinkedIn. It’s Reddit! But what is about posting content on Reddit that makes it so hard to market your product? Reddit calls itself the “front page of the Internet,” and for good reason. As of 2019, Reddit is the sixth most popular website in the United States, and eighteenth most popular in the world, with nearly 1.7 billion visits to the website in July of this year.

How content on Reddit works

How is Reddit so popular? To start off, the social platform is comprised of over 100,000 communities/forums called “subreddits.” These subreddits discuss everything from fashion to sports to mental health, and users talk about anything related to the point of the subreddit.

For example, r/nba is a community that discusses everything that is related to the National Basketball League. Likewise, r/malementalhealth is a community dedicated to supporting men who are dealing with mental health issues. This is just to show that no matter what your niche is, your potential content on Reddit has a home and an audience that may be willing to listen.

Now there are subreddits that may be a bit too specific for your target audience, like r/digitalmarketing. While this specific subreddit has around 33,000 subscribers, there are less than 20 people who are active on the subreddit at any given time. Being active there isn’t going to help get your name out.

On the other hand, subreddits like r/SEO, r/marketing, and r/business would be great places for you to be active on. Not only is there a huge subscriber-base, but there are lots of people active at all times, which is great when you want to start a discussion or create a popular post.

Now you might be thinking, “all I need to do is find a subreddit related to my product and advertise there! It’s that simple!” Well I’m here to tell you that it’s much harder than you think. Here are all the things you need to do to market your product effectively on Reddit.

Be an active member of the community

Read that title. Now read it again, and again, and again. If you want to succeed as a marketer on Reddit, don’t act like a marketer. Yes, you read that right. Your average Redditor absolutely hates marketers who spam, and they’re a lot smarter than the average Facebook or Instagram user. The moment your profile feels like some sort of marketing stunt, everyone will downvote your content, and your message will never be seen.

EA holds the world record for the most downvoted comment in history

Or you’ll become universally hated, like EA somehow managed to do in the message above. When members of r/gaming did not like EA’s reasoning for making users pay to play as Darth Vader in the new Star Wars Battlefront game, EA’s comment quickly became the most downvoted comment in Reddit history, with nearly 700,000 downvotes. To put that into perspective, the next most downvoted comment was less than 100,000, and that person was literally asking for downvotes.

If you want to succeed at gaining the trust of members of a subreddit, you need to be active within the community. That means commenting and submitting posts that add value and generate discussions in the community way before you even think about starting to promote your product.

Once you’ve become an active member of the community, you can start marketing your product. But again, don’t spam it everywhere! Remember that your content should be similar enough to the normal content posted or provide value to Redditors of the subreddit you’re posting in.

Red Bull does a great job of showing how a brand should market themselves. They posted this on the r/gaming subreddit, telling them that they should watch gaming pros at an event that Red Bull is sponsoring. It provides value to the gaming community and Red Bull gets great advertising. It’s a win-win situation!

Redditors are among the smarter people on the Internet, and if you’re able to successfully convince a small population that your product is worth it, you’ll find that it’s easy to carry that over to other social media channels.

Post Quality Content

This is kind of an obvious one, but it bears repeating. Remember that you’re competing against hundreds or maybe thousands of posters a day to get your quality to the top of the subreddit. If your content is bad, you’ll be downvoted and your content will never see the light of day.

There’s no secret here, just put out good content and make sure you’re posting at the correct times for your specific subreddit. Do that and your content has a good chance of making it to the top of the subreddit for the day.

Post Quality Content

Here’s an example from Transamerica providing value and being genuine about feedback on r/personalfinance, a subreddit dedicated to educating people on their personal finances. Redditors on this sub know exactly what they’re trying to do, but the content that Transamerica posted has real value to the people of r/personalfinance.

As long as your content is something that Redditors of a subreddit can get behind, you’re golden. However, there are no rules as to what content works best since each subreddit has its own personality and rules.

Concluding thoughts

So many people avoid Reddit like the plague because of how hard it is to market on there. While that’s true, if you are able to become a part of the community and post valuable content, then you’ll be able to drive a good amount of traffic to your website.

Redditors are among the smarter people on the Internet, and if you’re able to successfully convince a small population that your product is worth it, you’ll find that it’s easy to carry that over to other social media channels.

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