Social Media Marketing on Reddit

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The second and essential step of any influencer marketing campaign, after defining the objective, is to identify the right influencers to collaborate with. This can be a little more difficult on Reddit than on Instagram, as some communities are more biased.

Timo Pelz, Vice President of Corporate Marketing , and Oliver Wendt, Head of DACH at Reddit, explain in an interview with the online magazine “Online Marketing” that Reddit is not a classic social network. Google, for example, is said to be taking more content from the platform to curate search results, while sharing content from Reddit has already been simplified.

Pelz goes on to explain: “Beyond that, we’re realizing that there’s a growing awareness on the part of advertisers to spend money where you feel a little better morally, too. I can’t stress enough: what I find so exciting about Reddit is that we’re able to build an advertising business while maintaining the privacy of our users.”

What does it take to do influencer marketing on Reddit?
Reddit automatically helps with audience segmentation because highly social niche communities can be tracked through subreddit threads. This generally underlines the trend towards more niche and micro-influencers sharing highly specialized content, thus having a smaller audience, which in turn is more engaged.

Reddit also stands out for the very high average daily time that users spend on it , eleven minutes more than other platforms.

As soon as users open Reddit, they are shown their favorite communities and topics, which – if brands do it right – can be the user’s first contact with them when starting their Reddit journey. At the same time, be careful with niche communities – advertising is out of place here. Content should have added value for users .

Learn more about the generally stricter laws governing influencer marketing in France. In the neighbouring country (and home of Kolsquare), a new law was passed in the summer of 2023, which requires influencers to label themselves more carefully and also makes brands and agencies more responsible. The latter are now also liable if influencers do not follow the rules in a co-created post.

To effectively position your brand on subreddits, you should aim for real engagement. So, rather than inundating users with promotional content, (as a salesperson, brand representative, or agent) you should dive deep into the comment threads, feeding them the lingo. Each subreddit is unique and deserves individual attention. This way, you'll discover which content an vp maintenance mailing lead d users are most popular and develop a deeper understanding of user preferences.

Strategies for content marketing with influencers on Reddit
Once you've signed up for Reddit, you can start acting like any other user. Subscribe to subreddits relevant to your brand's message and discover your target audience, their concerns and questions. The platform focuses on the interests of communities, not individual users, Wendt says.

The motto should be “stop selling, start asking” – on Reddit more than any other platform, as TikTok and Instagram users have become accustomed to promotional content. Reddit, for its part, plans to monetize the power of user numbers in a different way. Pelz says: “We feel validated in what we do. And from a customer perspective, from an advertiser perspective, we are a reliable partner because we don’t have to fight any problems that we created ourselves.”

Asked if they could say more about advertiser growth, Wendt says vaguely: “Maybe as an addendum, without giving numbers. We have teams that work with small brands, in the SMB space. We have teams that work with mid-market companies. And then we have teams that work with large clients, Fortune 500.”