Reddit

Your Latest Secret Weapon: Reddit. Here’s Why

Reddit. How should we describe you?

  • An online community of opinions. Correct, but we can do better.
  • An online community of opinions with exploding growth. Closer.
  • An online community of leading opinions with exploding growth and reputation-making power. There it is! That’s the one.

Reddit is one of the most influential platforms on the internet. Many brands are waking up to its clout, but have little to no idea how to effectively and appropriately engage with its millions of users.

That needs to change. Welcome to Reddit Consulting 101. Let’s get started.

Table of Contents

Why Pay Attention - Reddit’s Growing Prominence and Influence

Reddit threads have the power to shape public perception and influence news cycles.

  • Threads attract high-intent, engaged audiences. Looking for more ways to talk to your consumers? They’re probably on Reddit, talking about you.
  • Skepticism is growing towards both influencers and, to a lesser degree, review sites. Consumers question if reviews can be trusted, or if bots and paid influencers are dishing out branded statements. Shoppers  place value on real-world experience and authentic recommendations. They want an honest opinion and they believe they’ll get it on Reddit.
  • In 2024, Reddit went public and struck partnership deals with Google and OpenAI. This matters because these companies now have a stake in seeing Reddit succeed. This is one reason why you see Reddit as a first-page Google search result. You also have to remember that both Google and OpenAI are using Reddit as a training tool to improve their different AI offerings. This only magnifies the impact of anything found on Reddit.

Real World Example of Reddit Influence - WallStreetBets & GameStop

You probably remember what happened in early 2021 when users from r/WallStreetBets, a Reddit investing community, noticed hedge funds were heavily shorting GameStop ($GME).

  1. They rallied millions of retail investors to buy shares, triggering a short squeeze that skyrocketed the stock price from around $20 to over $400.
  2. This forced hedge funds to take massive losses, shook Wall Street, and proved that Reddit communities can move markets – and shape public narratives.

Reddit isn’t just a forum. It’s a powerful force that brands can’t afford to ignore.

The Details

Now that we’ve got your attention, here’s the background dossier on Reddit.

The Company

Reddit is a massive online forum where users post, discuss, and vote on content. Instead of one central feed like Facebook or X, Reddit is broken into thousands of communities called subreddits (e.g., r/technology, r/investing).

The Features

These are the key features of Reddit:

  • Subreddits: Topic-based communities, each with its own rules and moderators.
  • Upvotes & Downvotes: Users decide what’s important; popular content rises, while bad content is pushed down so far, it disappears.
  • Karma: Reddit’s reputation system that rewards useful contributions and punishes spam. As the company says, “Your karma is a reflection of the upvotes and downvotes you receive on posts and comments you’ve made. As people upvote your content, you’ll notice an increase to your karma!” Some communities require a certain amount of karma before allowing users to post.
  • Anonymity: Reddit has a no-real-name policy that means users feel free to share unfiltered opinions.
  • Strict Moderation: Each subreddit has its own rules, and breaking them can get posts removed or accounts banned.

[Sidebar: If you’re at all familiar with Wikipedia, you’ll notice some similarities: public posts, public history of accounts, and account credibility matters.]

The Audience

  • Reddit has an estimated 1.1 BILLION active monthly users.

The Decision Makers

Want to get in front of decision makers to improve your bottom line? They’re on Reddit, and they use the site for discovery, exploration, and to seal purchasing decisions. 

According to Reddit research:

  • Reddit is home to the second largest audience of B2B decision makers.
  • 3 out of 4 business decision makers plan to use Reddit to inform future purchasing decisions.
  • 9 in 10 decision makers on Reddit own the final purchase decision.
  • 75% of decision makers on Reddit say that it has the most influential perspectives on new business products and solutions.
  • 78% of decision makers on Reddit agree that it helps them make faster purchasing decisions when buying business products or solutions.

Not being on Reddit clearly means missing out. Next step on our Reddit consulting journey: why Reddit is trending; its visibility and comparison to that other influential powerhouse, Wikipedia; and what Reddit looks like in the SERPs (search engine results pages).

Reddit Trending…Why Does Google Like It?

These are the top three reasons Google is so thrilled Reddit exists:

  • User Engagement: Reddit threads are a hotbed for discussion. There are threads created over 10 years ago that still receive comments. Google infers that to mean users want to visit Reddit; therefore, it should be a top search result.
  • New, User Generated Content: Google will always prioritize fresh, relevant content, and Reddit users are happy to accommodate.
  • Valuable Content: Threads from different subreddits are filled with comments from experts (both professionals and average users who’ve proved they know their stuff) offering up their thought leadership and links to relevant, useful resources. The more people interact with this content, the more Google catalogs it as valuable, and the more likely Reddit is to rank well in the SERPs.

Reddit in the SERPs

Speaking of Reddit in the SERPs, expect to see Reddit communities pop up in multiple places on Google’s first page. It’s definitely winning awards for popularity.

Reddit Consulting Gets Local: Reddit in the Local SERPs

If your nearby audiences are looking for something you provide, is Reddit a factor?

You better believe it.

This infographic shows Reddit’s average ranking positions in organic search for various industries.

All 20 verticals tested had Reddit results appearing for informational search queries. While the test focused specifically on queries that used “best” as the identifier, informational queries also exist in other fashions. Think: fastest coffee shop, most relaxing spa, etc.

Reddit naturally ranks for informational searches because users making those searches frequently seek opinions and advice.

Google trusts Reddit enough to display it in 8 out of 10 informational search results.

This doesn’t mean every Reddit post and user can be trusted – this is still the internet after all and we still have to practice common sense. But what it does mean is that people are hungry for the opinions of their peers – opinions (that should be) formed through real-life experience. Reddit provides those opinions, and Google serves up Reddit to the masses.

Reddit as a Search Engine

Okay, so Reddit isn’t technically a search engine, but it’s certainly joined the search engine club. We’ve talked about all the love it’s getting from Google, and it also invites the world to use it as an alternative search option:

Some users are more comfortable heading to Google first, others will head directly to Reddit for assistance. Either way, Reddit views are increasing.

Reddit Answers: Reddit’s AI Tool

To further encourage its search engine reputation, Reddit rolled out Reddit Answers in December 2024.

“With Reddit Answers, redditors can ask questions and receive answers using a new, AI-powered conversational interface. Once a question is asked, curated summaries of relevant conversations and details across Reddit will appear, including links to related communities and posts. Redditors can easily read relevant snippets and answers inline from real redditors, jump into the full conversations, and go deeper in their search with their own or suggested follow-up questions.”

Reddit Vice President of Product Serkan Piantino told CNBC that Reddit Answers is about encouraging people to “access more Reddit content as opposed to merely reading AI-generated summaries.”

This is the search page:

And this is what the answers look like:

Because it is only pulling from subreddits, Reddit Answers’ ability to answer questions depends on whether or not redditors are talking/have talked about the topic. With millions of questions and answers in the active community, odds are good something relevant will be returned; however, there could be gaps. Business Insider ran a test of the tool and reported that Reddit Answers struggled with recent news and performed better on complex subjects with multiple viewpoints.

As with every other AI tool, it’s worth checking Reddit Answers out to see how it answers questions about your brand/products/services/CEO. It can also help you get an idea of where you should be active on the site.

Reddit Compared to Influencers and Review Sites

What about the other sources of information? Namely, influencers and review sites?

To varying degrees, they are losing trust. We’ve seen influencers take the brunt of the hit, while shoppers’ opinion of review sites is more varied:

All good reasons to understand Reddit and include it in your marketing strategy.

Reddit Visibility and Comparison to Wikipedia

What about the other behemoth on the internet, Wikipedia? Do these two play well together or are they bitter rivals?

Interestingly enough, it’s the former.

Search

Wikipedia still dominates search, appearing 7 times more than Reddit (quite an achievement as we’ve seen how many times Reddit appears), but Reddit does have room to grow. While Google favors Wikipedia as an independent source, Reddit’s commercial potential suggests greater search opportunities ahead – and a continued ability for the two to co-exist.

AI Tools

Both sites significantly influence generative AI tools like ChatGPT, Google Gemini, Microsoft Copilot, and Siri. Wikipedia is a foundational data source for these tools, and they continue to rely on its content for answers, summaries, and recommendations.

In Reddit’s case:

  • Partnerships with Google and OpenAI allow for AI training on Reddit posts and real-time access to its data and insights.
  • When users inquire about a product or service, both brands can reference recent Reddit threads, incorporating authentic user opinions into responses.
  • Upvoted content gets prioritized, shaping AI-generated responses.
  • AI tools may repeat content verbatim, affecting brand sentiment.

Referral Traffic

The two sites actually boost each other. Audiences will use both depending on what they are seeking: namely, Q&A vs. long-form content.

As of March 2024, Reddit contributed 34.52% of social media referral traffic to Wikipedia, making it the platform’s top traffic source.

Online Reputation

Both Wikipedia and Reddit impact online reputation thanks to their presence in SERPs, their AI-influence, and their complementary designs. Brands need visibility and engagement on both Reddit and Wikipedia to shape how consumers and AI perceive them.

Which brings us to the million dollar question – how do you make Reddit part of a marketing strategy? There’s a right way to take initiative and a wrong way. Let’s break it down.

Top Brands Excelling on Reddit

When it comes to Reddit for marketing, certain brands have mastered the art of engaging with Reddit’s unique and often challenging audiences. Here are a few standout examples:

Netflix

Netflix regularly shares trailers, behind-the-scenes content, and interacts with fans on its subreddit.

NVIDIA

NVIDIA is active in tech subreddits, providing expert advice and support. It’s a popular place for discussions about graphics cards, gaming, and technology.

Xbox

Xbox has a dedicated subreddit where fans discuss games, hardware, and share their experiences.

The company also has an Insiders-helping-Insiders subreddit: “Xbox Staff, Xbox Insider Program team members, and Xbox community experts and MVPs are active here, looking for feedback and learning about what you want to see tested through the Xbox Insider Hub.”

Takeaway

The takeaway for any brand: You can thrive on Reddit by being authentic, responsive, and genuinely adding value to the communities with which you choose to engage.

Reddit for Marketing: Why Reddit Should Be a Part of Your Strategy

Is Reddit only a big deal because Google and AI tools like it? Or are there other reasons to put in the time and effort to get involved?

We’re glad you asked.

Authentic Engagement

  • Reddit promotes genuine interactions through upvotes and downvotes.
  • Brands that engage authentically and sincerely earn trust and visibility.
  • Share substance: Brands that share behind-the-scenes stories, challenges, origin stories, etc. connect with users on a deeper level, impacting brand sentiment.

Targeted Advertising

  • Reach specific subreddits for hyper-relevant targeting.
  • New Lead Gen Ads make collecting leads easier.

SEO Benefits

  • Organic search drives over 50% of Reddit’s traffic.
  • Reddit threads rank high on Google, boosting brand visibility.

PR & Community Building

  • Join discussions to build authority and trust.
  • Use Reddit to ask for product feedback, test new ideas, or involve users in decision-making. Make your communities feel like insiders, not customers.

High-Level Reddit Marketing Strategy Recommendations

If you want to use Reddit for marketing, here’s how we recommend you get started.

1. Identify Relevant Subreddits

  • Find communities that align with your brand. Remember that each subreddit has its own ecosystem. What works in one might not work in another.
  • Observe, engage, and add value before posting promotional content.

2. Follow Reddiquette

Reddiquette is “an informal expression of the values of many redditors, as written by redditors themselves. Please abide by it the best you can.” In other words, this is where you find Reddit do’s and don’ts.

Be aware that subreddits can have their own etiquette requirements.

3. Develop a Content Strategy

  • On-Platform: Share insights, tips, memes, and engaging stories – not just promotions.
  • Off-Platform: Use Reddit keyword insights to inform website content and blogs.

4. Optimize for SEO

  • Use search-friendly titles and relevant keywords for both on-platform and off-platform content.
  • SEO-optimized Reddit content ranks well on Google.

5. Leverage Reddit Ads

  • Target specific subreddits and interests for better ROI.
  • Test sponsored posts, banner ads, and native content.

6. Engage in AMAs (Ask Me Anything)

  • Have brand ambassadors, experts, or founders answer real user questions.
  • AMAs humanize your brand, and build credibility and brand trust within the community.

7. Monitor & Manage Your Presence

  • Track brand mentions with tools like Brandwatch.
  • Respond promptly and engage with users authentically.

Examples of Ways to Post/Share Content

When it comes to using Reddit for marketing, there are multiple ways to engage with subreddits so that you both help the communities and learn from them. No matter which one you choose, always follow the golden rule: Make it valuable within the post.

Reddit users do not want posts that say anything like, “I’ve got a great blog post that answers all your questions. Here’s the link.”

What they want instead is something like, “Hey, I’m a developer for BRAND and I think these tips will help you out: [insert tips.] If you want a more in-depth talk-through, we shared this blog post, which should also help.”

This second example provides plenty of value within Reddit, while still allowing the brand to plug off-platform content.

Now, here are some examples of Reddit content.

Text Posts for Discussion and Analysis

Probably what you most likely think of when you think of a Reddit post, text posts are the bread-and-butter of Reddit.

Images and Infographics

If you want a quick way to make a statement, an image or infographic can be a great choice. This still invites conversation, but the post doesn’t explicitly ask for recommendations or opinions.

Ask Me Anything (AMAs)

As we mentioned above, AMAs are a way to humanize your brand and get some good “facetime” with customers.

Check out these well-loved AMAs for an idea of what could happen and how to host a winning conversation:

Research Findings and Industry Analysis

If there’s something you think your audiences need to know, or want to know, and you’ve got the research available – Reddit can be a key place to share.

Product Update Announcements

Yes, you can share promotional material on Reddit. You just need to make sure you abide by these guidelines:

  1. Only share on the appropriate subreddit(s).
  2. Don’t have marketing material be the only material you share (not for the best community building).
  3. Don’t overshare.
User Experience Sampling

One of the best things about Reddit is its users’ no-holds-barred views when it comes to sharing their grievances and their celebrations.

If you want to know what your users want and need from you, Reddit is a great place to start. You can:

  • See what you’re doing well and keep doing it.
  • See what wishlists exist and decide if you can implement or not. If you can’t for whatever reason, brainstorm sincere, authentic ways to share that with your users.
  • See if there are pain points you address that no one knows about – update your messaging! 
Paid Media

Paid media also exists on Reddit. Ads appear in the comments section of a subreddit, identifiable by the ‘Promoted’ tag that appears on each one.

Key Considerations for Marketing on Reddit

As you plan your Reddit interactions and marketing campaigns, be aware of the following:

Negative Feedback

  • Reddit is brutally honest – be prepared for both praise and criticism.
  • Poorly received ads can backfire and damage your online reputation.

Inauthentic Marketing

  • Reddit users reject overly promotional content.
  • Be transparent, add value, and engage genuinely.

Community Sensitivities

  • Each subreddit has unique rules and culture.
  • Misalignment = backlash or banned posts.

Brand Reputation Risks

  • Open discussions mean your brand can go viral – for better or worse.
  • Thoughtful engagement is key to long-term success.

Ongoing Strategy

  • Reddit is a long-term engagement.
  • Be prepared for community building and awareness to take a long time to gain traction; and be prepared to continue engaging and building as long as Reddit remains alive and active.

Reddit isn’t something you can step back from once it gets going and allow it to run on its own. It will always require an active human presence and continual monitoring.

Key Takeaways: Using Reddit for Marketing

When it comes to Reddit for marketing, the details matter. But, if you’re looking for a bite-sized takeaway, we’ve got you covered:

  • Ads & Corporate Speak Don’t Work – Reddit users hate traditional marketing.
  • Niche Audiences = High Relevance – If a brand engages the right way, it can reach super-targeted, engaged users.
  • You Can’t “Own” the Narrative – Unlike a Facebook page, Reddit threads can’t be deleted or controlled by brands. In that way, it’s much more similar to Wikipedia.
  • Authenticity Wins – The best way for brands to succeed on Reddit is to provide value, not just promote themselves.

Bottom Line:

Reddit is where real conversations happen. It can make or break a brand’s reputation – and companies need to start paying attention and engaging.

Got questions? Grab your coffee and give us a call. We’re here to help.

The Mather Group LLC is a digital marketing agency. We specialize in enhancing online reputations through authentic content and expert digital brand management. Clients trust us with Wikipedia services, SEO, PPC, and ORM. Don’t like how you’re showing up online? Let’s talk.

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