Social Media

The Real Low-Down From Reddit

By Lulu Li | On October 22, 2014

Victoria Taylor, Director of Communications of reddit, shares best practices for brands.

Last week, our team gathered a small group of friends and clients in the tech industry to host Victoria Taylor, Director of Communications of Reddit. We invited Victoria to share best practices for brands hoping to authentically engage the Reddit community and to overview marketing and advertising opportunities offered through the site. Reddit, dubbed “the front page of the internet,” is an entertainment, social networking and news website where registered community members can submit content, such as text posts or direct links.

Reddit breaks away from traditional social channels like Facebook, Twitter and LinkedIn by providing brands with a 1:1 opportunity to communicate directly with the community users who are most likely to be interested in the brand’s products and services. When used properly, Reddit is THE platform to hear the true voice of the consumer and to engage with your user base in real-time on a more personal level.

Just how engaged is the community? The average Reddit user logs on 3 times a day, spends 20 min per session and may be active in one of the over 7,807+ communities.

Participation however, doesn’t come without challenges – Reddit users, while highly engaged around technology hot topics (including enterprise tech) – are a savvy group, and vendors are often sniffed out, and garner negative responses when they attempt to promote their products and services

Victoria (@happysquid) offered several best practices for engaging on Reddit:

  • Listen. Before deciding to engage on Reddit, it’s important to take the time to explore and understand the site. Victoria encourages brands to watch conversations in relevant subreddits and get a feel for how the community works. This upfront work will help you to ensure that when you do engage, your content will be received well and will align with conversations that are already taking place.
  • Be transparent and authentic. Honesty goes a long way – it’s critical for spokespeople to be fully transparent when they’re representing a brand on Reddit. Brands should aim to be as honest and authentic as possible when answering questions and engaging with users.
  • Try an AMA. Reddit’s popular Ask Me Anything (AMA) feature is an opportunity for brands to allow the community to post questions that can be answered in real-time. According to Victoria, the keys to a successful AMA are: the ability to answer questions of all types (e.g. questions that may strike fear in the heart of your legal department), being available to dedicate up to two hours to responding and using an engaging and exciting spokesperson. Finally, work with Reddit to schedule your AMA so it doesn’t end up conflicting with larger, crowd-drawing celebrity AMAs.
  • Take advantage of advertising opportunities. Advertising opportunities on Reddit are unique – they are interactive, allowing users to leave comments on the ad to generate conversations with brands and the community at large. Advertising comes in the form of banners ads and sponsored headlines – Victoria recommends that ads that are customized for Reddit – and that they are engineered to spark conversation and feedback.

Are you a brand that’s used Reddit successfully (or unsuccessfully)? Share your stories, key learnings and war stories in the comments.

Lulu Li

Lulu is a Senior Account Executive at Affect, where she brings deep experience in high-tech and entrepreneurial PR as well as expertise in conference and award program production. Lulu works closely with clients to generate and achieve business goals, specifically in the areas of content development and media relations. Lulu joined Affect from Boston-based fama PR, where she contributed to the media relations and thought leadership programs for a diverse group of clients including those with specialties in software data storage, personalized email marketing and analytics, digital retail media and interactive consumer technologies.