Reddit Marketing: Is it Right for Your Small Business?

Finding effective online channels to promote your small business can be challenging. One platform that has gained significant popularity and proven to be a valuable marketing tool is Reddit.  

With its vast user base and diverse communities, Reddit offers unique opportunities to connect with potential customers, drive brand awareness, and generate valuable engagement. Let’s explore the world of Reddit marketing and uncover strategies to leverage this platform for the growth and success of your small business. 

Understanding the Reddit Landscape 

To harness the power of Reddit for marketing purposes, it’s crucial to understand its ecosystem as it’s worlds away from Facebook or Instagram. Referred to as the “front page of the internet,” Reddit is a social news and discussion platform that has become a major player in the digital marketing landscape with 430 million monthly active users. It’s a site where users can share content, engage in discussions and vote on the quality of content. 

However, one of the most important things to understand is that Reddit is divided into thousands of “subreddits,” each focused on a specific topic. These subreddits cover every imaginable topic—from technology and gaming to cooking and fashion—attracting people from every walk of life. 

Another unique and interesting element of Reddit is its upvoting and downvoting system for content, which allows users to vote on its quality. “Upvoting” a post or comment means that users find it useful, interesting or valuable, whereas you could guess, “downvoting” indicates the opposite. This system provides a level of transparency and authenticity that is hard to find on other social media platforms as it gives users a say in what content (paid and organic alike) rises to the top or falls to the bottom of the forum. 

The target market of Reddit is just as diverse and varied as its content. The user base includes people of all ages, genders and backgrounds, united by shared interests and passions. Reddit also has a strong international presence, with users worldwide engaging in discussions and sharing content. The common thread among Reddit’s target market is their passion for content and the desire to engage with like-minded individuals. 

Crafting Compelling Content 

Effective content creation is at the core of successful Reddit marketing, and because of their unique voting system, you are always aware of low-quality content. Well-crafted advertising content can generate upvotes, increase engagement and drive traffic, leads and sales. If your content rubs users the wrong way, they won’t hesitate to let you know. Advertisers who create authentic, high-quality content can build brand awareness and loyalty, translating into a more positive brand perception and customer retention. 

Crafting compelling content on Reddit means: 

  • Researching the target audience: Study your small business’s target audience and the subreddits where they are most active. This will help you understand their needs, interests, and preferences and create content that resonates with them. Take time to understand the tone and voice of each subreddit and use it to inform your content development. 
  • Providing value: Make sure your content provides value to your audience or the audience of that particular subreddit. This could include educational content, behind-the-scenes stories or using humor to connect with the audience. The key is to create useful, entertaining or informative content that resonates with them. 
  • Following the rules and guidelines: Much like Groups on Facebook, each subreddit has its own set of rules and guidelines, so it’s important to read and understand them before creating content. Violating the rules can lead to negative feedback or even getting banned from the subreddit, which can hurt a brand’s reputation and credibility. 
  • Engaging with the audience: Responding to comments, answering questions, and participating in discussions related to the content can increase engagement and build trust and loyalty with the audience. It can also provide valuable insights into their needs and preferences, informing future content development. 
  • Using eye-catching visuals: High-quality visuals relevant to the subreddit’s content can increase the likelihood of generating engagement and upvotes. Ensure the visuals are eye-catching and supportive of the message you want to convey. 

Engaging with the Reddit Community 

Active participation and engagement with the Reddit community are crucial for building brand awareness and fostering meaningful connections. In fact, commenting is probably the most important aspect of being a Redditor and fitting into the communities. If you aren’t commenting or replying, you’re often seen as a spammer. 

Take the time to comment on threads in subreddits you’ve targeted as important for your brand; the more you are seen engaging with topics you’re knowledgeable about, the more likely you are to be seen as an industry leader. You can also check the rising tab for threads on their way to becoming popular on Reddit and comment early on them to stay ahead of the conversation. 

While you’re commenting and becoming familiar with Reddit as a platform, you may want to learn the language so you sound like you belong. Trust us when we say there are a lot of Reddit-specific terms and phrases you definitely do not know but should if you want to have success.  

Leveraging Reddit Advertising 

Reddit offers advertising options that can amplify your marketing efforts. Second to TikTok in terms of YoY growth in 2021, Reddit is a very diverse and passionate channel filled with interests that fill every aspect of life you could imagine. This makes it a particularly exciting channel for digital and social media advertisers looking to reach their target audiences.  

  • Niche Targeting: With over 3 million active subreddits spanning almost every niche interest known to humanity, Reddit can likely help you zero in on your target audience. Reddit claims it can provide anywhere from 25 to 70 percent unduplicated reach, depending on the comparative platform. 
  • High-Engaged Audiences: What Reddit lacks in the number of users on its platform, it makes up for in user engagement.  
  • Lower Costs:  Less competition on the Reddit ad platform means you can expect CPMs (cost per thousand) and CPCs (cost per click) that are significantly lower than the “typical” social advertising networks. While costs will always vary based on location, target and objective, we see CPMs less than one-third the cost of Facebook and CPCs less than one-fourth. 

We’ll explore an overview of Reddit’s advertising features, including sponsored posts, promoted subreddits, and display ads in another blog, as well as tracking performance and analyzing insights. 


Reddit has emerged as a powerful platform for small businesses to connect with their target audience, drive brand awareness, and foster engagement. By understanding the Reddit landscape and engaging with the community, you can unlock the potential of Reddit marketing and propel the growth of your small business. Our team at Rooted Web can help you embrace the opportunities Reddit offers and harness its immense potential to establish your brand, connect with customers, and achieve your marketing goals. Contact us today! 

Samantha Prost

Samantha Prost is a digital content writer with almost 10 years of experience who uses her upbeat and creative energy to write fresh, fun and custom content for our clients.

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