If you’re still treating Reddit like that weird guy at the bar who’s best ignored, you’re missing out. You may have noticed it’s popping up everywhere in search results, in the news, and maybe even in your everyday conversation. It’s time to stop pretending it’s not happening and start incorporating it into your content marketing strategy.
Here’s why Reddit matters and how to make it work in your marketing strategy.
Why the Sudden Reddit Love?
Reddit’s been around forever (well, nearly 20 years), but it’s finally getting the respect it deserves. Why? Because people want authenticity, not canned corporate BS. Annnnnnnnd, they went public (RDDT) this March, with a somewhat rocky but overall positive upward trend. Here’s what else is fueling its rise:
UGC is Kween
Reddit is full of real people having real conversations. At its core, Reddit is full of authentic User-Generated Content (UGC). The kind that consumers trust. Google loves that, and so should you.
SEO Goldmine
Reddit is packed with long-tail keywords, aka the way people actually talk when they search for something. Those endless threads? They’re filled with the language that boosts rankings.
Redditors Don’t Play
Let’s not forget the moderators. Subreddits are policed by the people who care about their communities, which means quality content is king. No spammers, no garbage. Just genuine conversations. And their Karma system means that in many cases, you can’t post until you’ve shown you’re a decent, actual human being.
Google’s Algorithm is Watching
With Google’s push for “E-E-A-T” (Expertise, Experience, Authoritativeness, Trustworthiness—and my new favorite acronym), Reddit is a natural fit. It’s full of people sharing what they know, which is why it’s now sitting at the top of search results. That, and Google has a partnership with Reddit to train its AI on its content. Even though “Big G” says that’s not tied to why results are showing up, we’ll never know what’s in that black box.
How to Advertise on Reddit Without Getting Called Out
Advertising on Reddit isn’t like Facebook or Instagram. You can’t just throw up an ad and call it a day. Redditors will tell you if they think you’re phony. Here’s how to not get roasted:
Go Niche or Go Home
Reddit is all about the subreddits. You need to laser-focus your ads on the communities where your audience hangs out. Selling plant-based protein? Skip the general fitness subreddit and go straight for subreddits such as r/vegan, r/VeganFoodPorn, r/veganrecipes, r/EatCheapAndVegan, or you can broadly target the “Vegetarian & Vegan Food” interest group. (Note: Not all subreddits can be targeted based on whether they have been approved for ads, the size of the community, or the topic’s sensitivity. In general, Reddit offers many opportunities to target by interests and geographic location.)
Don’t Be That Guy (or have to ask *AITA?)
Hard-sell ads don’t work here. Redditors can sniff out insincerity in a second. Your ads need to feel like part of the conversation—helpful, friendly, and with zero fluff. Think “here to solve your problem,” not “here to make a buck.”
Use the Right Formats
Promoted posts should look like regular posts so people are more likely to engage without feeling like they’re being sold to. And if you’ve got great video ad content, give it a try—video content is climbing in popularity on Reddit.
Jump Into the Comments
Reddit ads come with a comment section; you should be ready to use it. Redditors will ask questions, give feedback, and sometimes, yes, call you out. Get in there, engage, and be real. Just don’t hide when things get spicy.
Refine and Refresh
Reddit users are unpredictable, and what works for one campaign might flop for another. Test different creatives, targeting, and messages. Learn what works and be ready to pivot when something doesn’t land.
Watch Those Metrics
Reddit has a pretty robust ad platform now, with plenty of metrics to track. Stay on top of things like CTR (click-through rates) and engagement. And if something’s not working? Scrap it and move on.
3 Things to Do Right Now to Get Reddit-Ready
- Listen Before You Talk
Start by lurking. Listen to conversations, figure out what your audience is actually talking about, and get familiar with the platform’s vibe. Then, and only then, should you start posting content or running ads. - Put Some Money Behind It
Ready to dip your toe into Reddit ads? Set aside a small test budget and start with hyper-targeted ads in subreddits relevant to your brand. Play around with different ad formats and messages. You’ll learn fast what sticks and what doesn’t. - Be a Real Human
Whether you’re running ads or engaging in subreddits, authenticity is non-negotiable. Reddit users hate brands that swoop in without adding value. Show up, be helpful, and don’t act like a robot. Be ready to have real conversations—they are going to happen whether you engage or not.
*Am I the @sshole?
Get Reddit-ready with de Novo! But first, let’s talk about your goals.
