Getting Started With Reddit: The Future of Online Conversations

Are you overlooking Reddit? Wondering how to get started—from identifying the right subreddits to engagement tactics?

In this article, we'll explore what you need to know to thrive with Reddit.

Why Reddit Matters for Marketers in 2024

Reddit has become an essential platform for marketers, with approximately half of all North Americans using it. Reddit's highly engaged, well-educated audience and their growing influence on digital conversations make it particularly valuable.

“The opportunity, and it has been and is today, is the ability for you to literally get in front of your target audience like no other place,” explains Brent Csutoras, CEO of OGs Media and Reddit marketing strategist. 

While other social platforms focus on quick entertainment and memes, Reddit has captured the audience seeking deeper, more meaningful conversations. Unlike Quora, which Csutoras describes as “just a list of answers,” Reddit fosters real user interaction and dialogue.

Reddit's importance extends beyond its direct user base. The platform has become increasingly valuable for several reasons:

First, Reddit discussions frequently appear in search results, providing additional exposure for conversations and brand mentions.

Second, OpenAI has formed a significant partnership with Reddit, using its content to train AI models. As Csutoras points out, “You can kind of see where Reddit feeds into what AI understands are the real intentions of users and the depth of those conversations.”

Finally, OpenAI's partnership with Reddit becomes even more significant with regard to search capabilities.

Real-World Success Stories

When asked how people on Reddit feel about marketers, Brent is candid, “Reddit's view on marketers is that they don't want to be blindly marketed to. They don't want you to be there to sell them something.”

However, he also says that Reddit is like people—nobody wants to be marketed to until they know you. Once they know you, you can sell your product all day long and it's not a problem.”

Successful marketing on Reddit comes from building relationships first rather than rushing into promotion.

Consider the story of a family-owned beef jerky company. The family's son was active on Reddit, answering questions about jerky.

When someone in a subreddit asked why beef jerky was so expensive, he explained how each piece of jerky is basically a whole steak that gets dehydrated and how when you buy a bag of jerky, you buy a bag of steaks.

This authentic and helpful interaction led to users requesting a discount code, culminating in $36,000 in weekend sales for this small business.

#1: Get Started with Reddit Marketing

“Anybody can be successful on Reddit,” Csutoras says. “As long as you're willing to put the work in.” The key is approaching the platform with respect for its unique culture and a genuine desire to contribute value to its communities.

Before diving into marketing strategies, it's crucial to understand how Reddit works at a technical level.

Several subreddits exist specifically to help new users:

• r/NewToReddit for asking basic questions about using Reddit
• r/LearnToReddit for practicing posts and experimenting with features
• r/Help for general assistance
• r/Karma for understanding Reddit's point system

For newcomers to Reddit, Csutoras recommends starting with personal interests rather than jumping straight into marketing. Are you into growing peppers? Are you a crafter or a painter? Do you have a favorite TV show? Follow and subscribe to subreddits on those topics.

This approach allows you to understand Reddit's unique features and terminology naturally. You'll learn important concepts like TLDR (too long, didn't read), OP (original poster), and how Karma (Reddit's point system) works.

How Reddit's Ranking System Works

Posts in subreddits are ranked based on several factors:

• Upvotes versus downvotes
• Time since posting
• Community engagement
• Historical performance of similar content

Understanding this ranking system is crucial. When you publish a post, everyone in the subreddit will see it and most will either upvote or downvote it.

The Karma System Explained

Reddit's Karma system is more than just internet points – it's a crucial mechanism for assessing community trust.

Karma is a score based on your actions and activities on Reddit. If you make a post or comment and 100 people upvote it, you'll have a Karma score of 100. If you get fifty downvotes on the same or a different post or comment, your Karma score will even out to 50.

Karma is particularly important because:

• Moderators often check Karma scores when evaluating user trustworthiness
• Higher Karma builds credibility within communities
• Subreddits can set minimum Karma requirements for posting
• Some features are only available to users with sufficient Karma

Understanding Subreddit Moderation and Community Management

Reddit's moderation system is unique and powerful because subreddits are controlled by community moderators who have significant control over their communities. They can:

• Create and enforce community-specific rules
• Implement automated moderation tools
• Use “silent banning” where users don't realize they've been restricted

Csutoras explains. “If I, as a moderator, don't want your website in my community for no other reason than I don't like your website, it is what it is. And Reddit will tell you to go make your own community if you don't like it.”

Respect the Moderators

The Purple Mattress case study illustrates how forging effective relationships with moderators can work in your favor as a marketer.

Initially, the r/mattress subreddit prohibited brand participation entirely. However, Purple built trust with community and its moderators by focusing only on answering questions. Eventually, the subreddit's members asked for specific things Purple couldn't give without violating the subreddit's rules. They approached the moderators about more direct involvement, leading to a change in community rules that allowed brand participation.

#2: Research Your Industry Presence

Once you're comfortable with Reddit basics and you're ready to enter as or on behalf of a brand, Csutoras recommends researching your industry's presence using the site's search features.

For example, you can type in site:yourdomainDOTcom and hit search. Right off the bat, you'll likely see subreddits where your domain has been mentioned.

When evaluating which subreddits to join, look beyond subscriber counts. Check the “online now” number to gauge actual activity levels. If you open up a community and see five people online versus another community that has fifty online, use this as a metric to discern where people are actually active.

You'll also want to consider:

• Posting frequency
• Community Rules
• Content quality
• Moderator activity

If one subreddit is massive in scope and scale while another is more targeted to your product but limits what you can talk about, you'll need to decide where to spend your time. The balance is in finding where you have the most visibility in the largest audience with the least resistance to marketing activities.

Next, assess the content performance in each subreddit you're considering.

To figure out what types of posts do well in a particular community, use the “Top” sorting option to see posts that have been successful in the past. Then, look at community response patterns and engagement levels. Finally, note which times are best for posting content to generate the most engagement.

#3: How to Establish Your Reddit Presence for Marketing

The key to success on Reddit is approaching it like any real-world community. As Csutoras explains, think of it like a civic center: “Would you walk in, go up on stage, grab the mic, and start talking? Would you walk in and just start handing out business cards to everybody and promoting yourself? No, that wouldn't go well.”

Instead, observe how each community operates and learn which topics resonate with each subreddit.

Again, pay special attention to each community's rules and norms. If something in the rules prohibits you from engaging, it's best to find another subreddit or create your own.

When you're confident you understand a subreddit, you can begin building relationships with regular participants and the moderators.

Start with smaller subreddits and comment on older posts first, and remember that Reddit users value authenticity over promotion. As Csutoras notes, “Don't be lazy.” Instead of posting, “I have a social media account I want to grow. Can you help me?” give your fellow Redditors some context and background. 

“I have an account that's [this large] that's been [doing this], and it's in [this space].  I'm trying to accomplish [goal], and I've been incorporating [these strategies]. I'm noticing [this outcome]. I want to see [this outcome]. What am I missing? Can you recommend something new that's worked for you in the past?”

This post type will likely get multiple comments because your ask is specific and detailed.

It's also important to follow up on conversations rather than abandoning them. You wouldn't just walk away from someone during a face-to-face conversation, so don't do that on Reddit. If someone takes the time to write a thoughtful response to your question, don't just reply with, “Thank you.”

Instead, reply with, “Thank you so much. I never really understood how the battery life impacted the distance like that. It's very interesting to see how the voltage doesn't necessarily apply to the mileage so much as how you're running the device. Overall, this is really intriguing, and I'm going to have to consider this more when I start making a purchase.”

Finally, when you face criticism–and you likely will, Csutoras emphasizes avoiding defensiveness. A defensive stance can divide the community, with some users supporting you and others opposing you, and could also put you at odds with the moderators.

A quick apology that acknowledges your mistake is the fastest way to move forward,” he advises. “I'm really sorry. I genuinely didn't mean to come off like that. I apologize; I'll make sure I do better in the future.”

A Final Word About Marketing on Reddit

Success on Reddit requires patience and authenticity. While the platform may take more time and effort than other social networks, the potential for deep customer relationships and genuine brand advocacy makes it worthwhile.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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