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Reddit has earned the trust of its users to such an extent that it has become a search engine for opinions and reviews, both within the platform and on Google. Even Google's CEO, Sundar Pichai, has noticed, saying that “users don’t want blue links as much as they want more comprehensive answers. That’s why they add the name of forum sites like Reddit to their searches.”
When typing "tesla reviews" in Google, the autocomplete predicts adding "reddit" to the search can improve the results, based on the searches of other users who have already done the same. Users post and consume opinions, and reviews, and participate in community discussions based on their interests on Reddit. It provides a space for self-expression without the fear of judgment since most sign up using an alias rather than their full name.
Subreddits are communities dedicated to specific, and sometimes niche, topics of interest. One of the millions of subreddits is r/gaming. At the time of this screenshot, it had 37.8 million members, and 12,145 were online.
Users can comment on posts in each subreddit. In the r/gaming subreddit, the moderator has pinned their "What are you playing Wednesday!" post to start a conversation. Users can also post reviews of the games they've played and ask the community for their opinions on gaming-related topics.
Users can upvote or downvote posts and comments. Upvoting shows support and can increase visibility and engagement, while downvoting can signal disagreement, making the post less visible and pushing it down the feed.
CEOs have taken notice of subreddits. Some reply to questions, thank fans for their reviews or even challenge the opinions of other CEOs from competing companies criticizing their products while signed into their personal profiles.
Engaging with audiences in subreddits can help build a brand's reputation. It shows that the company wants to take part in meaningful dialogue. For Gen Z, Reddit is an important part of their decision-making process.
Companies can even engage with subreddits by replying to posts in those communities, and starting new conversations by asking open-ended questions.
You can also create and promote your community. After creating a profile on Reddit, you'll be able to Create a Community from your homepage.
Users (Redditors)
In the US, the majority of Reddit users are between 18 and 49 years old.
1) Community
Creating a subreddit for your company demonstrates that you care about your fans' opinions. By providing a comfortable space for people to share their thoughts and experiences, you can gain valuable insights into customer needs.
These insights can improve customer support, product development, and marketing. By creating a subreddit, you position yourself as a thought leader, enhancing your credibility and visibility, and attracting more followers and customers.
Reddit was one of the first platforms to foster a sense of friendship and trust among its users. Redditors build relationships through ongoing conversations about shared interests. Each subreddit is a community where users can support each other, post and reply to reviews and opinions, engage in constructive disagreement, and stay updated on news.
Moderators ensure that each community is a judgment-free space where redditors can participate in discussions and share their unique perspectives.
Reddit stated where it stands on community values: “Don't set out to accumulate karma; just set out to be a good person, and let your karma simply be a reflection of your legacy. (And please note: Reddit makes no guarantees about attaining Nirvana).”
2) Reddit Ads
Redditors are highly sensitive to overt ads. However, successful campaigns can still be created without interfering with the audience's ability to talk freely and authentically about topics. Instead of focusing on how the ad can add value to your company, focus on how it adds value to their feed, triggering a positive conversation.
At the moment, the best way to utilize Reddit ads is to drive traffic and awareness. A strategy is to generate traffic to your Ask Me Anything (AMA). Create a Reddit Ad that directs visitors to the subreddit where your AMA will be hosted. Schedule that ad to start one hour before the AMA, and utilize Reddit's Ads Manager to select specific Communities and Interests to target. This can help ensure a strong attendance of redditors who will also ask questions during the AMA, and upvote posts and replies.
Currently, the effectiveness of displaying ads to redditors who are likely to convert or make a purchase is low. To improve results, run a traffic campaign using Reddit ads to direct users to your landing page or website, and add "reddit" to your UTM parameters.
Next, create a custom audience in Meta and retarget redditors who clicked on the ad by including the word "reddit" in the URL. Run a conversion campaign targeted to those users. Ensure that at least 5,000 users click on the Reddit ad to make the conversion campaign worthwhile.
3) Research and Feedback
Creating a subreddit for a company, and participating in subreddits, can provide valuable insights into customer opinions, preferences, and pain points for brands and creators. Feedback that receives upvotes or many replies can help refine products, services, and marketing. Reddit can also enhance your customer service. By monitoring discussions and responding, brands demonstrate their commitment to customer satisfaction. As many companies are not yet on Reddit, this can improve overall brand perception and customer retention.
