As we explored in my previous post; How Brands are Winning the Front Page of the Internet, Reddit is emerging as a compelling advertising platform, moving beyond its reputation as a fringe corner of the internet. With over 1.2 billion monthly active users across thousands of niche communities, Reddit has grown into a valuable space where brands can engage with highly targeted audiences in authentic ways. In this piece, I explore real-world examples of brands that have mastered Reddit’s marketing potential, backed by data to illustrate the impact of their varied approaches.
But first, Why Reddit?
Reddit’s distinctive community-driven environment offers brands an unparalleled opportunity to engage with highly specific audiences. The platform is divided into subreddits, each dedicated to a particular topic, enabling brands to reach potential customers who are already interested in related subjects. Moreover, with the new Google partnership, Reddit threads frequently appear in search results, further extending the platform’s reach. This integration makes Reddit an appealing advertising platform for brands like you who are aiming to stand out among, what can be, a crowded social media landscape.
Reddit in the real-world
Reddit is no longer the “wild west” of the internet; it’s a rapidly growing platform with significant marketing potential. By learning from brands that have successfully navigated Reddit’s landscape, marketers can gain valuable insights into how to leverage this unique platform to connect with niche communities, build brand loyalty, and drive meaningful engagement. With its combination of transparency, authenticity, and targeted reach, Reddit presents an unparalleled opportunity for brands willing to explore beyond traditional social media channels.
According to a recent report from Online Media Monitor, Meltwater, approximately 51% of users worldwide research a brand’s products or services before making a purchase and when they do they use social networks more than consumer reviews to influence that decision. Your target audience is gathering in more pockets of the world than you realise and Reddit is one of them.
Here we take a look at some brands that have leveraged Reddit’s platform to drive engagement, build trust, and generate impressive marketing outcomes.
#1 Gymshark
Gymshark’s success on Reddit is rooted in its commitment to community-building. The brand created its own subreddit, r/Gymshark, where it actively engages with customers, shares fitness tips, and responds to queries.
One of the ways Gymshark uses Reddit is to find out what their consumers have to say about their brand. Now, why is it important? One, if you come across positive discussions, you can share them across other social media channels, and if you come across constructive feedback, you should consider working on it.
This subreddit has become a go-to place for fitness enthusiasts to share experiences and insights, with Gymshark moderators often participating in discussions.
By fostering a sense of belonging and community, Gymshark leverages user-generated content to enhance brand loyalty.
A recent report from Sprout Social found that 81% of consumers consider trust a critical factor when choosing brands – so, brands that actively engage and build trust within online communities look set to see substantial benefits. Gymshark’s strategy aligns with this sentiment by making its subreddit a collaborative space rather than a purely promotional channel.
#2 Samsung
A brand leading the way on Reddit is Samsung who leveraged Reddit’s ad tools, including Takeover Ads and Promoted Posts, for the launch of the various smartphones. By tapping into an audience of tech-savvy Reddit users, Samsung targets specific subreddits such as those related to technology and mobile devices, to create buzz around their new products. This strategy helped Samsung engage directly with tech enthusiasts, driving significant interest and interaction from users who value detailed discussions and comparisons
Samsung’s “Switchers Anonymous” campaign on Reddit aimed to increase awareness and favorability for their Galaxy ZFold series. Using a custom, community-focused approach crafted in partnership with Reddit’s KarmaLab. The campaign featured ads with Reddit-specific easter eggs and interactive posts. Samsung saw notable engagement increases, including a 17-point rise in purchase intent among non-Samsung users. This full-funnel campaign effectively integrated into Reddit’s culture, leveraging video ads and conversation-driven posts to resonate with users considering switching to Samsung.
#3 Skoda
This year, Škoda became an example of a brand to use UGC content from Reddit to announced their fourth-generation Skoda Octavia model. Their ad campaign saw Reddit users quite literally ‘take the wheel’.
The campaign, ‘You Said It’, focused on the community discussion around the car, letting Reddit users lead the discussion. The campaign used quotes from the popular car subreddit, r/CarTalkUK, praising the previous generation Octavia.
They also played into the Reddit community, offering a number of users the chance to test drive the new Octavia before launch. This worked well because Skoda was able to target the communities that were closest to their product while engaging them in interactive ads placing them at the centre.
#4 HelloFresh
German Meal-kit company, HelloFresh utilises image advertising in native formats on Reddit. In this example they showcase their understanding of both their own target audience and the Reddit community playing to the meme format in a perfect example of how to tailor ads for the platform. By using creatives that instill a touch of humour to the product or branding they instantly create a connection with their audience.
Notice how they’re specifically talking to the subreddit (r/recipe), outlining their value proposition in a simple, easy to understand way. Their value proposition is not only clear and upfront with a transparent offer but they’ve made the creative relevant and relatable.
#5 Audi
Auto industry consumers on Reddit are actively researching their next vehicle purchase in communities dedicated to giving and receiving help from fellow motor heads. Potential customers go to Reddit communities for in-depth, anonymous conversations and honest opinions from other customers and brands. 69% of Global Auto shoppers say Reddit helped them confirm the vehicle purchase decision that was right for them. (Reddit internal, Global, 2023)
Audi used Reddit’s popular Ask-Me-Anything (AMA) thread and streaming feature to create a web series where celebrities answered Redditors’ questions while driving in Audi’s latest cars.
The streaming feature was still relatively new then, and Audi’s clever use demonstrated their understanding of what customers enjoy. Even those who weren’t interested in cars were enticed to see their favourite celebrities.
Audi’s use of Reddit was both clever and effective, proving that they know how to engage their customers and get the most out of their marketing efforts. Digital Marketers within automotive would do well to explore reddit’s capabilities.
Reddits evolution
As the platform continues to evolve, and with its partnership with Google expanding its reach, brands have even more incentive to consider Reddit as a strategic addition to their marketing toolkit. By focusing on community engagement, fostering transparency, and being mindful of Reddit’s distinct culture, brands can unlock new opportunities for growth and connection in the digital marketing landscape.
As you can probably guess, the deal between Reddit and Google also has some significant ramifications for search results, including strategic SEO. You may be concerned about how this could impact your marketing? So, in the next part of our Reddit series we will be exploring what the Reddit Google AI, deal could mean for search.
