What is reddit and how does it work
Reddit is a social news website that allows users submit content and vote on submissions for both user-submitted content, and content submitted by other members of the site. These submissions are organized by areas of interest called “subreddits”, which cover a variety of topics including news, science, and gaming. Users earn “karma” points for their activity on the site and can be voted to positions as moderators (known as “mods”) for their subreddit. The site receives more than 41 million unique viewers per month, according to a comScore report.
Reddit was founded by two University of Virginia roommates, Steve Huffman and Alexis Ohanian, in 2005. As a college student, Ohanian had made a name for himself on the site with his own subreddit Ohanian created based on a suggestion by a friend. That subreddit eventually became known as r/technology. When Huffman and Ohanian were introduced to each other in 2005, they began working through their differences and decided to work together on the site. After several months of work, the site opened to the public on September 15th.
How to use reddit for marketing purposes
Once you’ve found a subreddit that interests you, there are a few ways to use Reddit for marketing. However, since most subreddits are only set up to allow users to post new content, using Reddit for your marketing efforts means that you can’t easily alter your message by adding new links or images. So, it’s important that you keep track of which stories receive the most upvotes and make it easy to get the word out about your products.
Before you begin promoting your product, it’s important to have a general understanding of Reddit’s layout. There are four main areas on Reddit:
1. The front page. This is the top post of the day, and it will always be at the top of any subreddit if you’re looking at it from inside that subreddit. The design on this page is different for every subreddit, but there will usually be an “upvote” button, a “controversial” button and perhaps one or more links to other posts.
2. The inbox. All posts submitted to Reddit are sent to the inbox of the subreddit they originated from. The inbox is a central place to bookmark links and stories, as well as comments and replies (which are messages that other users have made after they’ve seen a story).
3. Upvotes and downvotes. Upvotes will show up at the top saying “upvoted” while downvotes show up at the bottom saying “downvoted.
4. The front page of the front page. This is a special page to which every story on Reddit gets linked once it has been deemed “new”. It’s usually the first thing a user will see when browsing Reddit, right next to their inbox.
Types of content that work well on reddit
Content that does well on Reddit is often educational, entertaining, or silly. That said, there are a number of brands who have found success with the site. For example, Oreo used an April Fool’s Day prank to release a picture of their cookie filled with cream (reddit.com/r/adviceanimals). The post was an instant sensation and currently has almost 3 million unique visitors. Or Gillette, who in 2012 had a bit of fun with the “Trollface” meme. The post went viral and received almost 1 million unique visitors to Gillette’s site (reddit.com/r/adviceanimals). Both Oreo and Gillette understood their brand personalities, took risks, and got creative with the content they posted. And both their efforts paid off in huge numbers of new visitors to Oreo’s and Gillette’s websites.
But not every company can, or should, be an April Fool’s Day prank.
Tips for creating successful reddit campaigns
To create a successful Reddit campaign, you’ll want to focus on creating content that users can easily share, rather than posting links and images. Another benefit of focusing on creating entertaining or educational content is that it will be easy for users to remember. For example, FunnyJunk’s “4 Things You Might Not Know about the Web” (reddit.com/r/4things) was shared over ten million times in the first six days after being posted. That kind of success brings users to your website, and it can help your business achieve greater growth.
The following tips and strategies will help you create successful Reddit campaigns.
1. Reddit is for content
The first step to creating a successful campaign on Reddit is to ensure that you post the right kind of content. While some users may view your content as “too spooky” or “too geeky,” most users will be interested in reading and sharing your simple yet heartwarming news.
2. Reddit is for stories
Case studies of successful reddit campaigns
When done correctly, a Reddit campaign can be a goldmine for your business. However, it’s important to remember that it is possible for posts to be downvoted, so it’s a good idea to focus on creating viral content that is useful and unique. For example, the post from Brian Lynch CEO of Pernod Ricard USA during reddit’s “ask me anything” (reddit.com/r/IAmA) received over 1,000 comments. The reason it was so successful? Lynch was engaging and funny, which is a great way to get people talking about your business. It’s quote unquote, the “human factor” that separates one-sided marketing from creating a meaningful conversation.
Brian Lynch – Pernod Ricard USA
Creating a unique campaign that goes viral is also important. The person who “claims” the AMA is also a major factor in whether or not it goes viral. Marshawn Lynch, who posed with a beer on his National Football League’s Seattle Seahawks was an amazing marketing campaign for the NFL – for only one week it generated over 500 unique visitors and 26,000 Facebook likes.
Marshawn Lynch – Seattle Seahawks
Another key point is to look at your competitors. Look at what they are doing and try to figure out what their weaknesses are that you can capitalize on. One example is the Bud Light twitter campaign that was company’s most successful marketing campaign to date. Of the 140,000 followers they gained with this flawed campaign, 20% of them are still following the company.