Reddit Content Strategy for Small Business Marketing

Reddit – the front page of the internet – is a different animal when it comes to content strategy and marketing in general. The audience is typically brutally honest and not in the mood to be pitched, which is why it’s overlooked by the vast majority of marketers.

Over 26.4 million people use Reddit every month, so while it may be challenging and have a serious learning curve, developing a solid social media content strategy for Reddit is a great way to get your brand in front of a large and active audience, and most importantly, natural.

Research your Reddit audience and plan accordingly

The process for creating a content strategy on Reddit is a little different than the other social media platforms, but it starts just the same. You’ll need to do a bit of research to find out exactly where your audience is spending their time and what type of content engages them. In this step, you’ll want to identify as many subreddits as possible that are relevant to your brand and where you could potentially share content. If your competition is active on Reddit, you should also check out what they’re doing and how the community is responding to their activity.

This is the time to set goals for what you want your Reddit campaigning to achieve. As with any marketing endeavor, you should have specific objectives in mind to aid in decision-making and keep all the content geared at reaching those goals. If multiple people will be managing your Reddit account, it’s also a good idea to establish a brand personality so your comments and communications will be consistent.

However, we do know that Reddit posters are not just honest, but also organic-minded. This means that if they get a whiff of a post possibly being sponsored or for hire, they will either attack it, or, worse – report it to the mods for deletion. Therefore it is huge that any content posted to Reddit appears to be both natural and offer value to all users of any sub-Reddit you post to.

Make a list.

You usually want to create a calendar for social media content and you can certainly do that for Reddit too, but your real brand benefits are going to come from posting valuable content to relevant subreddits, so mapping out your own premade content isn’t as crucial a step in this case.

Make a list of the subreddits you identified as relevant to your brand or where your audience spends their time. For each subreddit, make a list of valuable, informative content that you could share there. This can be existing content or content you’ll create specifically for this campaign. It should contribute to the subreddit in a substantial way. Resist the urge to advertise.

Create and post your Reddit content.

Schedule some time to create your content in batches, so it’s prepared before you need it. You don’t have to post it all at once. It’s better to space it out so that you’re active every day.

Respond to communications and always maintain your brand personality, even if another user forgets his or her manners. Linking to outside content is one of the most popular comment types on Reddit. Links to videos are the most upvoted. Don’t feel like all your comments need to be full-length blogs.

As long as you’re being relevant, following the rules, and most importantly providing value, your content should perform well on Reddit.


Subscribe to our social media tips and get a FREE Instagram checklist for your business.

By subscribing, I agree to the Lightricks Privacy Policy.