The folks at PR News were looking around for insight and best practices in leveraging the social platform Reddit to amplify a brand’s message. So it made total sense that they asked our resident experts, Owen Tingle and David Sloan, for their perspective on how to best utilize the platform known for its high level of engagement and continued growth.
Here are Owen and David’s thoughts:
- Know Reddit: The best approach is the long game. You, or someone in your client’s organization, should spend time on the platform. Like a lot of time. Go into the subreddits and post, comment, start conversations, and grow your karma. Or at least lurk and find out what they are likely to respond to. Redditors are great at sniffing out a poser, and they resent outsiders trying to use their communities for exposure — rightly so. If you put in the time, it’s easier to leverage the platform, or at least not make your clients look stupid.
- Know Your Audience: If you’re not going to put in the time, at least put in the research. There are thousands of subreddits, and each one is an audience segment. Some are enormous, some are very niche. So it’s like your psychographic segmentation and targeting have been done for you. And since every subreddit is a door to the front page, you should at least post your client’s funny gif to r/gifs (17MM subscribers) instead of r/funny (22MM subscribers). But if it’s loopable, you’ve got a much better shot at the front page by posting it to r/perfectloops (372K subscribers).
- Know the Consequences: Assume the content will trend. Be grateful to the community/subreddit when it does. Content rises and falls fast, so it’s literally like catching a wave. Have a plan in place to handle conversation and things like site traffic. Although it’s a red badge of courage to get the Reddit hug of death (the phrase redditors use when they crash a site due to traffic), it’s not ideal for the experience.
You can read more on PR News to get their take on Reddit and what Owen, David, and other experts had to say here.