5 things brands should do on Reddit
In March, Rohit Thawani, director of digital strategy at TBWA\Chiat\Day LA, gave his advice as to what brands should not do through online community, Reddit. Now, Victoria Taylor, head of communications for Reddit offers a counter balance to advise brands what they should definitely seek to do in order to connect with the platforms highly engaged audience.
Have Fun
Reddit is about connecting with other people who share your interests – from the silly to the serious. As you look to explore and advertise against different subreddits, recognize that each subreddit community has its own parameters and policies. Good advertising on Reddit recognizes that each subreddit has its own way of doing things, and if it’s possible, to make the campaign fun and engaging. reddit offers an opportunity to showcase your brand in ways you can't do anywhere else on the web.
Doing it right: Newcastle asks reddit for their suggestions for the perfect S***** B*** ad as part of their “If We Made It” campaign.
Respect the Community by Listening (and when appropriate, interact)
It's important to recognize that Reddit is comprised of a lot of different groups, known as subreddits. These groups operate differently based on the topics and goals they've outlined as a community. For some great examples of this, check out IAmA, where redditors are able to ask questions of everyone from world leaders to celebrities to scientists. You can step up your advertising by understanding what drives engagement and interests in the subreddits you're targeting. Do this by listening in on conversations in the subreddit and even asking users about your brand or industry in your ad campaigns.
Doing it right: State Bicycle Co offers $100 off a bike for anyone that had their bike stolen. They made sure to help people understand both why they are doing this and how to redeem the offer.
Humanize Yourself
By joining in the Reddit conversation, you’re creating an opportunity for the people in your organization to engage on Reddit around advertising. Putting a human face on what you do can help
Doing it right: Community managers from Nissan, Ashley and Natalie, joked along with users around all the amazing things you can purchase on Amazon — including the Nissan Versa.
Say Thank You
Have you received something positive from the Reddit community, like feedback, views/traffic, or interaction? Feel free to say a “thank you” back to them! It means a lot when a brand takes the time to say thanks.
Doing it right: Campmor thanked a user for sharing on the ad about their purchase and great experience.
Be forthright
Redditors get that you’re interacting on the site for a reason, so they appreciate an attitude of candor and disclosure. If you’re advertising or promoting a product, or looking for new ideas or inspiration for a campaign, share that with Redditors. That transparency will pay back by helping you build a strong, ongoing relationship with the Reddit community rather than a “one-off” execution that won’t add value in the longrun. It’s not just engagement on ads: one of the most common ways we see Redditors responding to advertisers positively is with social reinforcement.
Doing it right: Haworth explains how their warranty, ergonomics, and dedication to sustainability sets them apart as a chair company.