• Emily Malone

Should your business start marketing on Reddit?

Updated: Jul 6, 2020

With 7.87bn monthly page views, 203m monthly visitors, engagement levels bigger and better than even Twitter or Facebook, and ready-made communities for any topic or industry your tiny mind can conjure.

The answer is probably yes, then.

Sure, Reddit seems like a vast, terrifying place full of endless hyperlinks that lead to the labyrinthine depths of the internet, and some of us would rather stick to what we already know and love.

But the traffic, oh the traffic.

What is Reddit?

Where do I begin? I’ll start by apologising in advance for the time you’re going to lose now you know about this digital content treasure trove. It’s everything. If you want to find out more about, say, space, for instance, there will be a whole subreddit dedicated to that topic, complete with thousands of posts, questions and even more comments.

Self-titled as ‘the front page of the internet’, Reddit is a huge forum-style website where people post all kinds of content or questions that others can rate and then comment on. The higher the ‘karma’ that content gets, the more likely it is to survive on the site. It’s all the information you could possibly want all in one place, and it’s stupidly addictive.

What does Karma mean?

The Karma system on Reddit decides whether the content you post lives or dies. Redditors can ‘upvote’ or ‘downvote’ posts, which will then rank the posts accordingly. The more upvotes a post gets, the more visible it will be. This is how a lot of things go viral.

Timing also impacts the visibility of posts. Newer posts require fewer upvotes to secure a high position on the site, just to keep content fresh.

What are subreddits?

They’re the individual communities in which all relevant posts inhabit. Each subreddit has a unique tone, set of rules, and are dedicated to different types of content and conversation.

Options for marketing  on Reddit

What you must remember is that Reddit is completely intolerant of any kind of self-serving marketing crap. Now you might be asking yourself, why the hell am I reading this post then?

However, this is exactly why people love Reddit, and why it’s a great opportunity as an inbound marketing channel. It forces marketers to think about how they can provide genuinely valuable content to audiences, and allows them to join in with any discussions or queries about the particular topic they deal in.

Relevant Subreddits

Reddit does look like a little bit of a mess at first glance, but I bet you do too in the morning, so don’t be mean.

Trust me when I say that once you’ve got your head around it, subreddits make so much sense. After about an hour of being sucked in, you start to navigate around the site pretty effortlessly.

If a hobby, interest, or industry exists, you can bet your arse there’s a subreddit for it, usually with an active and highly engaged community attached.

Plus, they’re so easy to find! Just type the topic into the website’s search bar, pick the one with the most traffic and surf, surf, surf until you pass out.

If you start to find your posts are getting buried under too much content in those highly subscribed subreddits, however, it might be good to pick a smaller but more engaged community.

Join in

Make sure you join in with the discussions. This site is full of people who are eager to read genuinely useful information and interesting ideas from others, and if you so happen to be an expert in that particular field, then you’ve got a great opportunity to be a big part of the conversation.

Do an AMA (Ask Me Anything)

AMA stands for ‘Ask Me Anything’, which is a very popular topic. The most popular subreddit for this is http://www.reddit.com/r/IAmA.

It’s pretty much a Q&A session where Redditors can ask you anything they want. This is particularly good if you have an interesting job or expert knowledge of something.

/r/IAmA tends to feature people who are of high interest in the world, such as celebrities or directors of household name brands.

But if you have a genuinely intriguing story that relates to your business and is relevant to current events, people may still be interested.

The Karma system then ensures that the best questions and answers get voted to the top.

The Reddit Hug Of Death

Get involved with Reddit by giving helpful, interesting content to the community, and you might just get something in return.

Reddit is best for those who are genuinely interested and knowledgeable about what is happening in their industry. This can lead to valuable conversations that could potentially put you and your brand on the map.

It’s also great because by submitting a link, anyone has an equal chance of getting upvotes, from ‘nobodies’ to big brand managers. I’ve heard of websites crashing within a matter of hours due to so many visits from one little blue link on a Reddit post. That’s what we call “The Reddit Hug Of Death”.

However, if you simply just try to incessantly market your own brand on Reddit, you will get banned from subreddits. And don’t take this lightly: marketing speak will not be tolerated here. Honest, interesting and informative content is the only way to engage Redditors. Which personally, I think is totally refreshing.


Here at oe:gen, we believe providing helpful content is a great, non-invasive way to attract visitors to your site. Instead of pushing your product or services onto anyone and everyone, why not let customers find you with inbound marketing?