What is Reddit?
Reddit is the world’s largest and most influential online community. More precisely, it is a unique blend of a content aggregator, social network, search engine and online forum powered by a thriving and engaged community.
Reddit is the most unique, customizable, and expansive platform to be able to get the word out about your business, product, service or anything else you want to promote. It is where content becomes viral before other networks discover it, and where world leaders, celebrities, CEO’s of the world’s largest companies and people with unique experience open up and allow members of the public to engage them in conversation.
As the site itself puts it; “This is a place friendly to thought, relationships, arguments, and to those that wish to challenge those genres.”
Reddit categorizes content based on popularity within over 138,000 active, readymade communities. These communities are also known as subreddits, and each subreddit is dedicated to a specific niche or industry with its own unique rules, culture and demographics.
In May 2018, Reddit overtook Facebook as the 2nd most popular social network in America, and according to Alexa, it is the 4th most popular social network in the world.
Reddit is one of the most heavily trafficked sites in the world. With 330 million active users every month, it presents phenomenal opportunities to reach huge, highly targeted audiences. 57.4 percent of Reddit’s user base are from the United States, followed by the UK at 7.5 percent and Canada with 6.3 percent.
According to Pew Research Center, as of February 2018, 53 percent of redditors are men, 42 percent have a college degree, and 35 percent make $75,000 or more per year.
But, what is so special about Reddit is that, no matter what industry you’re in, there is a highly targeted community dedicated to that industry on Reddit. And it is this community spirit that makes Reddit the most influential and engaged community in the world.
Now, based on those stats, you would expect Reddit to be chockful of marketers and advertisers.
But it’s not.
In fact, despite its huge traffic potential, most marketers actually stay away from Reddit.
And that is because Reddit is openly hostile to self-serving marketers who try to use the platform as a broadcasting medium rather than a community. Redditors hate any form of obvious, direct marketing. And most marketers make costly errors that sees them banned from the platform on a regular basis.
If you want to understand the level of disdain that Redditors have towards self-promotion, you only have to look at r/hailcorporate, a subreddit where Redditors name and shame users that they have identified as spammers.
But if you’ve tried to use various internet marketing techniques such as SEO and PPC to drive targeted traffic to your site, then you know just how complex and expensive they can be.
Consider personal finance for example.
Generating organic traffic from the search engines for finance related search terms today would be next to impossible thanks to the millions of well-established competitors in the finance industry.
For example, a search for the term personal finance on Google generates over 1.3 billion search results!
On AdWords, with a finance campaign, a single click to your website will cost you at least 50 bucks. According to WordStream, the average conversion rate of an AdWords campaign is 2.35%. This means the cost of acquiring a single customer in the finance niche can cost you several hundred dollars.
Now, your clicks may not be as expensive on Facebook, but it will still be a very expensive campaign because you’ll experience extremely low engagement rates.
And that is because people login to Facebook to have fun and to catch-up on what their family and friends are doing.
Not to think about finance.
On the other hand, there is a very large and active personal finance community on Reddit with 13.2 million subscribers in one place, all interested in nothing but personal finance.
If you’re a financial advisor, you could be connecting and building relationships with potential clients in this community by marketing to them in a way that enhances your brand image.
And you’ll do so without spending a penny.
There’s a community on Reddit for practically every industry on the web. That’s what makes Reddit such a powerful traffic and lead generation channel.
Marketers that fail on Reddit do so because they try to replicate what they do on AdWords or Facebook.
Some marketers even purchase established Reddit accounts so that they can covertly promote their business covertly using sales pitches disguised as text posts, and then buy fake votes to boost the popularity of those posts.
But ultimately, these sneaky marketing tactics never work, and marketers who use them eventually get banned from the platform.
What is important to keep in mind is that Reddit is first and foremost, a social community. There is a strong and genuine sense of community where people like to have candid and in-depth discussions around meaningful content.
That community spirit is at the heart of Reddit.
Online communities are generally designed for members to connect, add value and build relationships.
And Reddit is the PUREST form of an online community.
To market your business successfully on Reddit, you need an engagement-driven, content strategy that taps into the spirit of the Reddit community. In other words, you need to add real value to your target community by publishing the type of content that encourages conversation.
But more importantly, in your target community, your audience need to know who you are, what you do and why you do what you do. This means you need to be an active member of the community.
However, it is important to keep in mind that simply posting content is not enough for redditors to engage with you.
Yes, by publishing useful content, you may be establishing some basic level of credibility.
But thousands of redditors also publish content.
What makes you so special?
And that’s why you need an engagement-driven, content strategy that will help you stand out and connect with the emotions of your target audience.
Here are just some of the potential benefits you can reap from Reddit.
- Boost targeted traffic to your site.
- Increase brand awareness within subreddits that are most relevant to your business.
- Test out new products and get quality feedback.
- Generate highly qualified leads.
- Community building.
- Perform competitor research.
- Extend customer service reach.
- Market research.
- Sell your products or services.
The fact of the matter is, Reddit wants businesses to do well on their platform.
Like other social networks, they want to maximize revenue.
But NOT at the expense of the community.
And that is why they give so much power to the Reddit community. And it is the community that will ultimately make or break your Reddit marketing campaign.
Reddit is all about the community, and can bring you 1000X more targeted and engaged visitors than you’re driving to your site today. Best of all, you’ll be connecting and building relationships with people in the same industry as you.