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How To Build Real Connections And Succeed


Reddit has always been a tricky platform for brands to navigate.

As someone who’s been active on Reddit since it launched nearly 20 years ago, I’ve seen firsthand how its fiercely loyal and highly skeptical user base can challenge brands.

It is quick to call out anything that seems inauthentic, which has long been done Reddit is a tough place for brands.

This resistance has deterred many brands, but with Reddit’s explosive growth and evolution, the opportunities are becoming too significant to ignore.

WITH 97.2 million daily active users, estimated 1.2 billion monthly unique visitors and users spending an average of 25 to 30 minutes on the platform per day, Reddit is gaining attention as a platform where users engage deeply with content.

Reddit’s influence goes beyond the number of users. The platform has become a cultural force, with its content shaping trends and dominating search results.

almost 64% visits to Reddit desktop come from organic search, often highlighted in Google’s “Discussions and Forums” sections.

Recent A $60 million contract with Google and OpenAI to integrate Reddit content into AI training models underscores the platform’s long-term value as a source of authentic insights.

To really succeed on Reddit, brands need to rethink their approach.

This is not just another social media channel; it’s a network of communities where meaningful conversations drive engagement.

Done right, Reddit offers unparalleled access to some of the most engaged and engaging audiences on the internet. Done wrong, it can backfire spectacularly.

The challenge of authenticity and changing feelings

In your heart, Reddit thrives on authenticity. Users come to have real conversations, not to be advertised to.

Entire subordinates, such as r/HailCorporateare dedicated to debunking inauthentic or crass brand endeavors.

For years, this kept brands aloof and reluctant to fully engage with a platform they didn’t understand. But things change.

The platform’s user base has become more diverse, now 50% international, with significant growth among a younger audience used to seeing brands participate in online spaces.

High profile examples, such as The Economist’s AMAs or Mars’ creative campaigns have helped redefine how brands can succeed on Reddit by focusing on genuine contributions and community engagement.

Reddit itself has matured as a platform. Executives hired at Google and Meta have bolstered its advertising capabilities, while in-house creative agency KarmaLab guides brands in navigating the nuances of Reddit culture.

New tools, such as Reddit Pro and upcoming ones Reddit Answersthey are designed to help brands engage more effectively while respecting the platform’s core value of putting the user first.

By offering AI-driven insights, summarizing topics and facilitating authentic participation, these tools create real opportunities for meaningful interaction.

At the same time, subreddits have clarified their rules, making it easier for brands to contribute without overstepping or compromising the integrity of the community. It’s important to be authentic and add value, not disrupt the conversation.

A growing opportunity for brands

The evolution of Reddit has created a rare opportunity for brands to build lasting connections.

WITH 342.3 million weekly active users and more than 100,000 active communities, Reddit offers a level of depth and engagement that few platforms can match.

Users don’t just scroll passively; they actively seek discussions, reviews and insights. The numbers tell a compelling story.

Reddit users spend significantly more time per visit than on other social platforms, and many are inactive elsewhere.

Furthermore, polls show this 75% of Reddit users are more likely to consider brands they discover on the platform.

This, coupled with the fact that user-generated content from Reddit often shapes broader online discussions, makes it clear why Reddit’s influence continues to grow.

Strategies for success

If you’re considering Reddit as part of your marketing strategy, it’s important to go in with the right mindset.

Success here is not about quick wins; it’s about showing up consistently and adding value to the community. Brands that thrive on Reddit don’t just talk; they listen, learn and adapt.

Understand your audience

Reddit is a platform where users discuss their interests with incredible depth. Start by identifying subreddits that are relevant to your industry or audience.

For example:

  • Use Reddit’s search function to find communities discussing topics related to your product or service.
  • Explore the sidebar and pinned posts in each subreddit to understand the rules and norms of the community.
  • Track discussions using tools like Reddit Pro’s trend spotter or even third-party tools to spot recurring questions and pain points.

Once you have this foundational knowledge, focus on providing solutions or insights rather than directly selling your product.

A fitness brand, for example, might share detailed evidence-based exercise advice with ur/Fitness before mentioning their product as a potential aid in a comment.

However, there are times when offering your product directly is not only appropriate, but welcome.

Redditors are often looking for specific recommendations or solutions, and if your product really meets their needs, a direct answer can add value to the conversation.

The key is to ensure that your participation is consistent with the community’s expectations and the context of the discussion.

Avoid inserting your product into conversations where it doesn’t belong or promoting it in a way that seems forced. Instead, focus on building trust by being honest, helpful, and responsive to honest inquiries.

Build trust with consistent engagement

Redditors value contributions that show genuine interest in the community over time.

Consider these methods for building trust:

  • Comment first: Instead of posting content right away, start by commenting on existing threads. Offer insights, answer questions, or join discussions to establish your credibility.
  • Create thoughtful posts: When you post, make sure it’s in line with the tone and rules of the subreddit. Avoid overly polished or advertising language as it may seem out of place.
  • Join as a person: Whether you’re using a brand account or an employee account, access conversations as a real person. Focus on being connected, showing up consistently, and engaging with the community on a daily basis to naturally build trust over time.

Adjust your strategy based on feedback

Reddit is dynamic and your strategy should reflect that flexibility. Track how users react to your presence and adjust accordingly:

  • If your posts aren’t resonating, take a look at the comments to see why, and consider revising your tone or approach to content.
  • If a particular topic gets more attention, build on it with follow-up posts or comments.

Tap into the expertise of the community

Reddit users value brands that bring unique value to their communities.

One way to do this is to leverage your brand’s expertise in a way that educates or entertains:

  • Host an AMA with an experienced member of your team. They can be very interesting and help humanize your brand.
  • Share behind-the-scenes stories about your processes, innovations or challenges your company is solving.
  • Create resources, such as guides or infographics, tailored to the subreddit’s interests.

Building your long-term presence

Reddit is not a platform where you can drop in, start a campaign, and disappear. It is a space where relationships are built over time.

By committing to thoughtful, authentic engagement, brands can become valued members of the communities they join, shaping conversations and creating real impact.

This is not just about selling products. It’s about building trust, encouraging dialogue and positioning your brand as a true participant in the conversation.

To help brands succeed in building this presence, I encourage an exercise inspired by the mix Rumbles by Brené Brown and Crappy first drafts that can reveal the right balance for meaningful engagement:

A four-part exercise to find your brand’s place on Reddit

1. What do Redditors really want from your brand?

Take a step back and consider what value your brand can truly add to Reddit communities.

What are users asking in your niche? What problems are they trying to solve?

It’s not about what your want to share; it’s about what they need or expect.

  • Exercise: Spend time stalking relevant subreddits to observe conversations. Identify recurring themes, questions, or frustrations that align with your industry.

2. What does your brand have that Redditors can benefit from?

Honest self-reflection is critical. What unique value does your brand bring to the table?

This could be insider knowledge, educational resources, access to product development discussions, or behind-the-scenes insights that Redditors can’t get elsewhere.

  • Exercise: Make a list of three things your brand can offer that would resonate with your target communities. Then prioritize them based on their relevance and influence on Redditors.

3. What is the user journey for Redditors who interact with your brand?

Understanding how a Redditor might encounter and engage with your brand is crucial.

Consider the steps they might take: from seeing your comment or post and visiting your page, to making a decision about your product or service.

  • Exercise: Map out the likely touch points Redditors will have with your brand, starting with their initial discovery. Think about what content, tone or information would be “helpful” and guide them every step of the way.

4. How can you combine these elements?

The key is finding the overlap between what Redditors want, what your brand can deliver, and the user journey.

This is where your brand can appear at the right time, in the right community, with something they truly want and need.

  • Exercise: Create a positioning statement based on the intersection of these elements. For example, “We want to be the go-to resource for X ur/[SubredditName]offering insights and answering questions to help solve Y.”

When brands approach Reddit with this balance in mind, they are far more likely to build a presence that feels authentic and valuable.

This framework ensures that your efforts are guided by a clear understanding of your audience, your capabilities, and how the two can meet in a mutually beneficial way.

Key to get out

By consistently aligning your strategy with these principles, your brand can become an integral and respected part of the Reddit ecosystem, positioned for continued success.

If you are looking for additional guidance or have questions, feel free to connect with me at LinkedIn or email me and I’ll do my best to help you.

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Featured Image: Roman Samborskyi/Shutterstock



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