What are the brand marketing opportunities on Reddit? Check out the official data!

Recently, Reddit, the world's largest user-generated social news site, released an official report called "Find Your People". The report focuses on "how Reddit has fostered engagement among the many communities on the platform" and "how brands can participate in community discussions." (Reply to the keyword [Reddit Interaction] in the background of the official account to download the full text of the report)

Surveying more than 2,000 social media users, the report reveals how people use social media to connect, and how Reddit plays a role in that connection.

As the world's largest "discussion board", Reddit is a hot topic maker for vertical topics and a spontaneous gathering place for vertical users. Therefore, we share this report, hoping to help overseas brands to have a deeper understanding of how users discuss and participate in topic interactions in overseas contexts, and what opportunities are there for brands to reach users in the interaction.

01

Report Core Data: Community on Reddit outperforms other apps

In the survey results, Reddit highlighted that compared to other platforms, Reddit users felt a stronger sense of belonging and emotional security on the platform.

This is due to the fact that Reddit has more than 1,000,000 active and highly engaged communities, all of which focus on different areas and gather passionate fans in niche areas. This is one of the most intuitive ways for brands to reach precise users.

The report also noted that users viewed Reddit as "more addictive than addictive."

This is the opposite of TikTok. TikTok uses an algorithm to continuously recommend and optimize the short video content that users may be interested in to form a customized information flow for each user on the platform, in order to gain users' attention.

Reddit, on the other hand, does not rely on algorithms, but instead uses human review and feedback, which makes it easier for users to discover carefully crafted content and in-depth (rather than brainwashed) content.

At the same time, users come to Reddit to actively seek content for certain preferences and purposes. When such users with clear goals interact with your brand content, the effect of natural conversion will be better and more direct.

02

Branding Opportunities on Reddit

Reddit users are known for their "hatred of brands/ads", but in fact Reddit users are resisting "hard advertising" that is too direct and commercial. On the contrary, Reddit users maintain an open attitude towards high-quality content provided by brands.

So for brands, how can they adapt to the expectations and preferences of users and join the active community discussion on Reddit? We suggest that brands can start from the following three aspects:

1--"People-oriented" publishing original content

Every user on Reddit is an individual, unlike Facebook or LinkedIn where there is a difference between a public homepage and a personal homepage.

Therefore, any content posted on Reddit needs to add human elements, such as colloquial expressions, joke metaphors or meme pictures, etc. The general principle is to make your content appear "real".

2--In-depth vertical audience, show their professionalism

Each subreddit on Reddit has its own language, style, and voice. It is very important to understand the "slang" and to incorporate them.

For example, every piece of content on /r/askhistorians, the world's largest historical discussion community, needs to have reliable academic sources, and "half-handed" or unprofessional content can't be on the page at all.

Before joining a community and posting content, be sure to figure out their preferences and posting habits, and don’t just copy content from other social media platforms.

3-- Use Reddit's unique content types a lot

Users in different communities on Reddit have different language habits, and they are also used to participating in those types of content that are native to Reddit.

For example, AMA is a very special way of interaction on Reddit. It is undoubtedly the best way to narrow the distance between the brand and the user by setting up the background to introduce yourself in the discussion board, so that users can ask questions freely.

Epilogue

Reddit has 50 million+ daily active users, which is far from the well-known communication environment of Facebook, Twitter and TikTok, but it can supplement some blind spots and lack of social media marketing of brands in terms of interactivity and trust. covered users.

Therefore, strengthening the understanding of Reddit and participating in it means many new opportunities for overseas brands.

As a global social media data marketing management platform, Marketing Cloud will continue to explore the latest trends and best practices in overseas social media marketing, and help improve the overseas influence of Chinese overseas brands in terms of strategy, practice and technology.

If you are interested in the functions of Marketing Cloud mentioned in the article, please leave your contact information and we will arrange someone to contact you.