Build Your Brand Through Reddit Organic Marketing: The Ultimate Guide

Ready to get started? Pour yourself a giant cup of r/coffee (or a large glass of water if you’re planning on joining r/HydroHomies) and use the table of contents below to navigate to what’s most useful for you. Whether it’s starting from how to simply create a Reddit account, or more advanced strategies like moderating your brand’s own Subreddit, we’ve got you covered.

Finding Relevant Subreddits for Your Business

Understanding which subreddits are relevant to your business is crucial for harnessing the full potential of Reddit. The platform’s structure is designed around these niche communities, each focused on specific topics, hobbies, or industries. For businesses, this means a direct line to engaged and passionate audiences who are already interested in what you have to offer.

A SaaS platform, for example, will find many subreddits that cater to their specific niche. We’ll start with the obvious: r/SaaS. As with most broad topics, you can dive deeper via r/growthhacking, r/SaaSy, or r/nocodeSaaS. If you can get your CEO involved in posting (more on this later in the AMA section), the account can also participate in subreddits like r/Entrepreneur and r/leadership.

For a fashion retailer, subreddits like r/fashion and r/streetwear are vibrant hubs where style aficionados come together to share outfit inspiration, discuss trends, and review brands. These subreddits range from high end tastes like r/Louisvuitton to more cost-conscious consumers like those in r/frugalmalefashion (this might be the source of most of my personal wardrobe, TBH). By actively participating in these communities, fashion brands can showcase their latest collections, offer style advice, and engage in discussions about the latest trends. This kind of interaction not only drives brand awareness but also fosters a sense of community around your brand.

But it doesn’t stop there. Almost every industry has relevant subreddits that businesses can tap into. For instance, a food and beverage company might find r/food and r/cooking valuable for reaching food enthusiasts and home cooks. Here, sharing recipes, cooking tips, and product reviews can create a loyal following. A fitness brand might turn to r/fitness and r/bodyweightfitness to connect with fitness enthusiasts looking for workout tips, product recommendations, and motivational stories.

One of the unique advantages of Reddit is the depth of engagement you can achieve. Unlike broader social media platforms where interactions can be fleeting, Redditors often engage in detailed discussions, providing thoughtful feedback and insights. This means that businesses can gain a deeper understanding of their audience’s needs and preferences.

Moreover, Reddit allows businesses to get creative with their engagement strategies. Hosting AMAs (Ask Me Anything) sessions, for instance, can be a powerful way to connect with your audience on a personal level. These live Q&A sessions can help humanize your brand, answer pressing questions, and showcase your expertise. For example:

• Bill Gates’ (10+!!!) AMAs on Reddit have consistently drawn massive engagement, with his philanthropy-focused sessions helping build awareness for global health initiatives and the Gates Foundation’s work.
• Gordon Ramsay’s AMA drew over 10,000 comments and helped humanize his brand beyond the ‘angry chef’ persona, showing the marketing power of authentic engagement.

It’s also important to consider niche subreddits that might not have massive followings but are highly relevant to your specific business. For instance, a boutique hotel in New Orleans (where Online Optimism is headquartered) might engage with communities like r/NewOrleans and r/solotravel. These smaller, focused subreddits often have highly dedicated members who are passionate about the topic and can become advocates for your brand.

By immersing yourself in these communities, you can connect directly with potential customers, gain valuable insights, and build a loyal following.

Guidelines for Self-Promotion on Reddit I.E. Stop Being a Shill

Navigating the waters of self-promotion on Reddit can be a tricky endeavor, but it’s crucial for any business aiming to build a positive presence on the platform. Reddit’s culture is distinct in its stance on self-promotion, valuing genuine engagement and community contribution over blatant advertising. To thrive on Reddit, businesses need to understand and respect these community guidelines.

One effective strategy to ensure you’re contributing valuable content is to follow the 80-20 rule: only 20% of your contributions should be self-promotional, while the remaining 80% should add value to the community without directly benefiting your business. This approach helps to build trust and credibility within the community, showing that your primary goal is to engage and provide value, not just to push your products or services.

For instance, if you’re running a tech company, your self-promotional content might include updates about your latest products or services, case studies, or customer testimonials. However, the bulk of your activity should focus on sharing industry news, participating in discussions, offering expert advice, and providing insights that help others. This could mean answering questions in r/AskTechnology, sharing useful resources in r/gadgets, or even engaging in thoughtful discussions in r/technology. By doing so, you establish yourself as a valuable member of the community, which makes your occasional self-promotional posts more acceptable and well-received.

Reddit’s various subreddits have their own specific rules and guidelines regarding self-promotion, and it’s essential to familiarize yourself with these before posting. For example, some subreddits may have strict “no self-promotion” policies, while others might allow it under certain conditions, such as participating in an introductory thread or obtaining permission from moderators. Always check the subreddit’s sidebar or pinned posts for these rules to avoid any missteps.

Moreover, transparency is highly valued on Reddit. When you do share self-promotional content, be upfront about your intentions. Clearly disclose your affiliation with the business and provide context for why you’re sharing the content. Redditors appreciate honesty, and being transparent can prevent backlash and build trust. For example, if you’re sharing a link to your latest blog post, you might preface it with something like, “As the CEO of Online Optimism, I recently wrote this article on digital marketing trends that I think you might find useful.”

You also shouldn’t overlook the excitement that Redditors can feel (and willingness to allow your self-promotion) when a discount code is involved. These codes can also provide you with a great way to track the results of your campaign! You’ll want to make sure to decide early on if you want to only share the promo code in DMs, or if you’re willing to share it public. A DM can help the promo code feel more exclusive, and avoids it (typically) getting placed on a promo code sharing site, meaning you can measure more directly the revenue driven from it. On the other hand, a public promo code can provide a frictionless opportunity to attract customers. You’ll need to look at your typical customer’s shopping journey, margins, and desire for promo codes before making the decision for your brand.

Engaging with the community beyond just posting is another crucial aspect. Upvote relevant content, comment on discussions, and provide helpful feedback to others. This kind of active participation demonstrates that you’re genuinely interested in the community and not just there to advertise. According to a survey by Sprout Social, 70% of consumers feel more connected to brands whose CEOs are active on social media, highlighting the importance of authentic engagement.

As already mentioned, Reddit’s AMA (Ask Me Anything) format can be a powerful way to engage with the community and offer value without being overtly promotional. For example, if you’ve recently launched a new product, you could host an AMA to answer questions about the development process, share insights about your industry, or discuss trends. This interactive format can help build a deeper connection with your audience and showcase your expertise in a way that feels organic and engaging.

Lastly, it’s important to monitor and respond to feedback. Redditors are known for their candidness, and while this can sometimes be challenging, it can also provide invaluable insights into your audience’s perceptions and needs. Use this feedback constructively to improve your products, services, and overall engagement strategy. By showing that you listen and respond to your community, you can turn potential critics into advocates.

By familiarizing yourself with these terms and their meanings, you’ll be better equipped to navigate Reddit’s unique environment and engage effectively with its communities.

Once you’ve got a feel for the community, tailor your content to fit in seamlessly. If you’re posting in a tech subreddit like r/technology, share in-depth analyses, industry news, or insights that tech enthusiasts would find valuable. Avoid overtly promotional content. Instead, think about how your expertise or product can genuinely add to the conversation. For example, if you’ve developed a new piece of technology, focus on the innovation behind it and how it addresses specific problems, rather than just pushing a sales pitch.

Engaging in discussions with thoughtful comments is just as important as posting original content. When commenting, aim to add value to the conversation. This could mean answering questions, providing additional insights, or even respectfully challenging opinions with well-reasoned arguments. Thoughtful comments can gain significant upvotes, increasing your visibility and credibility within the community.

For instance, if someone in r/entrepreneur is discussing challenges with digital marketing, jump in with your expertise. Share practical tips, personal experiences, and useful resources. Your goal should be to help, not to sell. Over time, this approach will build your reputation as a knowledgeable and helpful member of the community.

Timing also plays a role in the effectiveness of your posts and comments. According to a study by Sprout Social, Reddit sees peak activity during weekdays, particularly in the morning and late afternoon. Posting during these times can increase the likelihood of your content being seen and engaged with.

It’s also beneficial to participate in popular threads and discussions. Reddit’s front page and the top posts in each subreddit can attract a lot of attention. Contributing to these high-traffic threads can boost your visibility. However, as always, ensure your contributions are meaningful and relevant to the discussion at hand. Don’t just post for the sake of posting.

Moreover, consistency is key. Regularly engaging with the community will keep your presence active and maintain your visibility. However, don’t overdo it. Redditors are quick to spot and call out spammy behavior. Striking the right balance between being active and being respectful of the community’s space is key.

Always respect the rules of each subreddit. Every community has its own set of guidelines, and ignoring them can lead to your posts being removed or your account being banned. Check the subreddit’s rules in the sidebar or pinned posts, and if in doubt, reach out to the moderators for clarification.

By immersing yourself in the community, posting valuable content, and engaging thoughtfully in discussions, you can effectively use Reddit to build credibility and connect with a highly engaged audience.

Gaining Karma and Friendly Subreddits for Brands

Navigating Reddit successfully requires understanding and leveraging the platform’s unique currency: karma. Karma is the score you accumulate based on the upvotes and downvotes your posts and comments receive. Gaining karma is essential for participating in many subreddits and establishing credibility. High karma not only enhances your reputation but also unlocks access to more restrictive subreddits.

So let’s get you some karma!

Again, there are two forms of karma:

• Post Karma, which you get from posting new threads.
• Comment Karma, which you get from commenting on other user’s threads.

In considering your comments and your posts, take note: Redditors are adept at spotting insincerity and will downvote content that appears spammy or self-serving. Instead, focus on providing helpful answers, sharing interesting content, and participating in discussions in a meaningful way. This kind of contribution not only helps others but also positions you as a knowledgeable and valuable community member.

Reddit’s Sorting Options

If you find your initial comments aren’t getting any upvotes, it’s likely that you’re simply posting too late after the message has been posted, and other users’ comments are already upvoted so much that no one is bothering to scroll down to your comment. Luckily, there’s a solution to finding content that’s not been perfectly engaged with yet: Reddit’s thread sorting options. They are:

• Hot: Sorts the highest rated posts that have been recently posted. These typically have been up for at least a few hours (this varies depending on the popularity of the subreddit) and are often difficult to gain comment karma in, since 50+ other Redditors have probably already shared the same advice/joke that you’re thinking of.
• New: Sorts solely by the recency of the post.
• Top: Sorts the highest upvotes totals of whichever duration you select. Unless you select “the last hour,” these are typically too late for you to gain karma from.
• Rising: Sorts by recently posted content which has had a higher than usual number of comments and votes.

If you’re new to the karma-gaining game, I recommend using “Rising” as your main sorting option. This will filter out many of the posts that no one cares about, while still providing you a chance to comment in threads before other users have already provided golden nuggets of knowledge and humor that you can’t beat. If you find that your comments on Rising posts still can’t gain enough upvotes, then switch to New and prepare to respond to everything and everything that comes in.

(Of course, if your initial comments are getting votes but they’re all down, then you’ll likely being too self-serving, or maybe need to check in with the kind folks at r/AmITheAsshole)

Let’s switch over to Post Karma, which you get by creating new content on Reddit, whether that be text threads (typically questions or stories,) multimedia (images/video/gifs), or links to articles online.

Posting original content that resonates with the community can also earn you significant karma. This could be in the form of insightful articles, unique industry insights, or engaging questions that spark discussion. The key is to ensure that your content adds value to the subreddit and aligns with its interests.

Some subreddits are generally less restrictive and can be more welcoming to new users, including brands, looking to build their reputation. These broad-interest communities are great for asking engaging questions or sharing universal insights that can appeal to a wide audience. Engaging in these larger, more generalized subreddits can help you accumulate karma more quickly, provided your contributions are thoughtful and relevant.

However, it’s important to be aware of subreddits that are less tolerant of brand participation. Some communities have strict rules against self-promotion and can be hostile to users they perceive as spammers. Always read the rules of each subreddit before posting and approach these communities with a focus on adding value rather than promoting your brand.

Let’s get to the list you’re looking for:

Whichever subreddit(s) you choose to participate in from the start, remember these rules to start growing that karma:

1. Be Consistent: Regularly participate in discussions and contribute valuable content. Consistency helps you stay visible and build a steady stream of karma.
2. Engage with Top Posts: Commenting on popular posts within your chosen subreddits can increase your visibility. Aim to add insightful comments that contribute to the conversation.
3. Ask for Feedback: Engaging the community by seeking feedback on your products, services, or ideas can foster engagement and show that you value their input. This approach works well in subreddits like r/ProductManagement or r/Design.
4. Share Success Stories: People love reading about success stories and lessons learned. Share your experiences and the hurdles you’ve overcome in relevant subreddits. Authenticity is key—be honest about your journey, including the challenges and failures.

By focusing on genuine engagement and providing value to the community, you can steadily build karma and establish a credible presence on your business account (or representative’s account) on Reddit.

Finding all of the People Talking About Your Brand on Reddit

One really big thing to keep in mind that won’t be obvious from the start, particularly if you’ve never done Reddit before, is that there are A LOT of places you need to be checking on Reddit. Here’s everywhere we look to keep track of potential customer service queries:

• Your Chats chat.reddit.com/threads
• Your Messages reddit.com/message/messages/
• Recent comments that mention you. This is honestly the trickiest because Reddit search is still terrible. But a combo of these four things will catch everything:
  • Reddit Search, select “Posts”, and change “All Time” to “Past Week” (or the last time you checked.) Turn Safe Search off so you catch everything.
  • Reddit Search, select “Comments”, change from “Relevance” to “New” and scroll down until you see your previous checks newest comments. (Note down what this is for next time.)
  • Reddit Search, select “Media”, and you can either change “Relevance” to “Newest” or adjust the time settings.
    • Question the sanity of the Reddit developer who set up 3 different time system filters for Posts, Comments, and Media in the Search.
  • Google Search for site:reddit.com after:YYYY-MM-DD “Brand Name”
• Once you have your own Subreddit, your Mod Messages: reddit.com/mod/queue
• (Bonus item) – if you’re looking for non-branded mention conversations to participate in, you can use a tool like Gummy Search (this is what our agency does) which has a little better community search options, and can help you navigate what posts might engage the community. If you don’t have a budget, the Reddit Pro dashboard gives you some topics/trends to consider.

Navigating Negativity on Reddit

Encountering negativity or criticism is an inevitable part of engaging on Reddit. The platform’s open and candid nature means that users don’t hold back when expressing their opinions. However, how you handle negative feedback can significantly impact your brand’s reputation and credibility. Here’s how to approach such interactions with professionalism and openness.

First and foremost, remember to stay calm. It’s easy to get defensive when faced with criticism, but responding with anger or dismissiveness can escalate the situation and harm your brand’s image. Instead, take a moment to understand the feedback and where it’s coming from. Even if the comment seems harsh or unfair, there’s often a kernel of truth or a legitimate concern that needs addressing.

Approach negative feedback as an opportunity to improve and demonstrate your commitment to customer satisfaction. Respond with empathy and a willingness to understand the user’s perspective. For example, if a user complains about a product issue in r/technology, acknowledge their experience and express your desire to make things right. A response like, “I’m sorry to hear about your issue with our product. We’re committed to providing the best experience for our customers, and I’d love to help resolve this for you. Could you please provide more details so we can assist you further?” shows that you care and are proactive in addressing concerns.

Transparency is key when dealing with criticism. If a mistake was made, own up to it. Admitting fault and explaining the steps you’re taking to rectify the situation can build trust with the community. For instance, if a shipping delay caused frustration, you might say, “We apologize for the delay in shipping your order. We’ve identified the issue and are working to ensure it doesn’t happen again. Thank you for your patience and understanding.” This approach not only addresses the immediate concern but also reassures other users that you’re committed to continuous improvement.

Engaging with negative feedback also provides an opportunity to turn detractors into advocates. By resolving issues promptly and effectively, you can demonstrate your dedication to customer satisfaction. Many users will appreciate your efforts to make things right and may even update their posts to reflect the positive outcome. For example, a user who initially posted a negative review in r/CustomerService might change their tune if their issue is resolved satisfactorily, possibly even praising your responsiveness and support.

It’s also important to differentiate between constructive criticism and outright trolling. Constructive criticism, even if harsh, offers valuable insights that can help you improve. Trolls, on the other hand, are often looking to provoke a reaction without any genuine concern. While it’s essential to address legitimate issues, don’t feed the trolls. Acknowledge their comment if necessary, but avoid getting drawn into unproductive arguments. Reddit’s voting system and community moderation usually handle trolls effectively by downvoting or removing their posts.

Engaging with negative feedback publicly can show the broader community that you’re attentive and responsive. However, some issues might be better handled privately. If a user’s complaint involves sensitive information or requires detailed troubleshooting, invite them to continue the conversation via direct messages. For instance, you might say, “I’d like to help you resolve this issue in detail. Could you please send me a direct message so we can discuss further?” This approach respects the user’s privacy while allowing you to provide personalized support.

Remember to follow up after resolving an issue. Once a problem is addressed, check back with the user to ensure they’re satisfied with the resolution. This extra step demonstrates that you care about their experience beyond the initial interaction and are committed to long-term satisfaction.

Content Ideas for Engaging Posts

Creating engaging content is key to building and maintaining an active community on Reddit. Content that educates, entertains, or inspires tends to perform well. Here are some tried-and-true ideas to help you connect with your audience and foster engagement.

1. Share Industry Insights: One of the best ways to establish your brand as an authority in your field is by sharing valuable industry insights. This could include market trends, research findings, expert opinions, or case studies. For example, if you’re in digital marketing, you might post about the latest SEO trends or share a case study on a successful marketing campaign. Providing data-backed insights not only educates your audience but also positions your brand as a thought leader.
2. Behind-the-Scenes Looks: People love getting a glimpse behind the curtain. Sharing behind-the-scenes content can make your brand feel more relatable and human. This could be a day-in-the-life post of your team, the process of developing a new product, or a tour of your workspace. For instance, a post showing the creative process behind a new advertising campaign can generate interest and discussions, as users appreciate the transparency and effort involved.
3. Host AMA (Ask Me Anything) Sessions: AMA sessions are a fantastic way to engage with your community on a deeper level. They allow users to ask questions and receive direct responses from you or your team, fostering a sense of connection and transparency. Promote your AMA in advance to generate excitement, and be prepared to answer a wide range of questions. For example, “We’re launching a new product next month! Ask me anything about the development process, features, and what’s next for our company.”
4. Educational Content: Posts that teach something new or provide useful tips are always appreciated. This could be how-to guides, tutorials, or informative articles related to your industry. For instance, a software company might share coding tutorials, while a skincare brand could post about the benefits of different ingredients. Educational content not only adds value but also encourages users to return to your subreddit for more knowledge in the future.
5. User-Generated Content: Encouraging your community to share their own content can significantly boost engagement. Create posts that invite users to share their experiences, stories, or creations related to your brand. For example, a fitness brand might ask users to post their workout routines or progress pictures. Highlighting and appreciating user-generated content can foster a sense of community and loyalty.
6. Interactive Content: Interactive content, such as polls, quizzes, and challenges, can drive engagement and make your subreddit more lively. For example, you could create a poll asking for opinions on a new product design or host a challenge where users share creative ways they use your product. This not only engages users but also provides valuable feedback and insights.
7. Highlight Success Stories: Share success stories and testimonials from your customers. This not only showcases the positive impact of your products or services but also builds trust with potential customers. For instance, a software company might share a story about how their product helped a business streamline operations and increase efficiency, with data to back it up. Real-life examples resonate well with users and can inspire them to engage with your brand.
8. News and Updates: Keep your community informed about the latest news and updates related to your brand. This could include product launches, company milestones, industry news, or upcoming events. Regular updates keep your audience engaged and ensure they’re always in the loop. For example, “We’re excited to announce our new feature rollout next week! Here’s what you need to know.”
9. Inspirational Content: Posts that inspire and motivate can create a strong emotional connection with your audience. Share stories of overcoming challenges, the journey of your brand, or motivational quotes that resonate with your community. For example, a post about the obstacles you faced while starting your business and how you overcame them can inspire others and encourage engagement.
10. Fun and Entertaining Content: Don’t underestimate the power of entertainment. Light-hearted, fun content can boost engagement and make your subreddit a more enjoyable place. This could include memes, funny stories, or creative videos related to your brand. For example, a humorous behind-the-scenes blooper reel from your latest ad campaign can make your brand feel more approachable and relatable.

By diversifying your content and focusing on what educates, entertains, and inspires, you can keep your community active and engaged.

What is the Optimal Time for a Business to Post on Reddit?

Timing can play a crucial role in the success of your posts, and your overall Reddit organic marketing success. While the best time to post can vary by subreddit, there are some general guidelines that can help you maximize visibility and engagement.

Here’s how to optimize your posting schedule to reach the widest audience.

Building Relationships with Mods:

1. Respect and Understand Their Role: Mods volunteer their time to manage subreddits, often dealing with a large volume of posts and comments daily. Their primary role is to enforce the rules and guidelines of their specific subreddit, ensuring a healthy and productive environment. Understanding and respecting their role is crucial. Always familiarize yourself with the rules of a subreddit before posting. This can usually be found in the sidebar or pinned posts. Adhering to these guidelines shows that you respect the community and its moderators.
2. Communicate Clearly and Politely: If you need to reach out to a mod, do so with clarity and respect. Whether you’re asking for clarification on a rule, requesting permission to post certain content, or addressing a concern, being polite and straightforward can go a long way. For example, if you’re unsure whether your promotional content aligns with the subreddit’s rules, send a message to the mod team explaining your intentions and asking for guidance. This proactive approach can prevent misunderstandings and potential post removals.
3. Be Transparent: When interacting with mods, especially regarding promotional content or community engagement, transparency is key. Clearly state your affiliation with your business and your intentions. Mods appreciate honesty and are more likely to be cooperative if they understand your goals and see that you’re not trying to circumvent the rules.
4. Contribute Positively: Regularly contributing valuable content and engaging positively with the community can help build goodwill with mods. If they see that you’re genuinely adding value to the subreddit, they may be more lenient and supportive of your promotional efforts. Share insights, participate in discussions, and offer help where you can. Building a positive reputation within the community can make your interactions with mods smoother and more favorable.
5. Handle Disputes Gracefully: If a post or comment is removed, don’t react defensively. Instead, politely ask for feedback and clarification. Understanding the reason behind a mod’s decision can help you avoid similar issues in the future. For example, you might say, “I noticed my recent post was removed. Could you please help me understand which rule it violated? I want to ensure my future contributions are in line with the subreddit’s guidelines.”

Interacting with Admins:

1. Know When to Reach Out: Admins handle broader, platform-wide issues such as harassment, significant rule violations, or technical problems. If you encounter a serious issue that mods cannot resolve, reaching out to admins may be necessary. For instance, if you’re experiencing persistent harassment or if your account is facing technical issues that prevent you from participating on the platform, contacting the admin team can help address these problems.
2. Follow the Proper Channels: When contacting admins, use the appropriate channels provided by Reddit. This often involves submitting a report or using the help center. Clearly explain the issue, providing as much detail as possible to help the admins understand and address your concern efficiently.
3. Be Patient and Professional: Admins deal with numerous reports and requests daily, so responses may take some time. Patience and professionalism in your communications will facilitate a more effective resolution. For example, if reporting a persistent technical issue, provide detailed descriptions, screenshots if applicable, and a clear explanation of how the issue is affecting your use of Reddit.

Benefits of Positive Interactions:

Building a good relationship with mods and admins can be highly beneficial. Positive interactions can lead to a smoother experience on the platform, as mods may be more willing to assist you and offer leeway in ambiguous situations. Additionally, a good rapport with mods can help you navigate the specific dynamics of different subreddits, ensuring your content is well-received and your brand maintains a positive reputation.