The Rise of Reddit: Why Your Brand Needs a Reddit SEO & Paid Media Strategy

Since its inception in 2005, Reddit has evolved from a niche forum into the U.S.’s 3rd most visited website, according to SEMrush data, making it a formidable platform with the power to shape public opinion. For brands, understanding how to harness Reddit’s potential can unlock new opportunities for growth and connection with a passionate community, and help boost performance across various marketing channels. 

At Backbone, we see Reddit as a critical component of a well-rounded marketing strategy. In this Insights article, we’ll dive into the rise of Reddit, why an SEO, paid media, and channel/PR management strategy is essential, and offer high-level recommendations to get started.

The Re(ddit)naissance

Reddit has been gaining traction with consumers for years, notably because it is easy to find helpful information on any topic and is known as a trusted, peer-vetted corner of the internet in an increasingly suspicious landscape (re: the rise of misleading generative AI information and poor-quality content because of tools like ChatGPT). 

According to Backlinko.com, as of February 2024, Reddit has an estimated 1.2 billion monthly unique visitors, a 3.66x increase from 2018. These users contribute to over 100,000 active communities, or subreddits, on virtually every topic imaginable. This makes Reddit one of the largest and most engaged social media platforms in the world. For context, Reddit’s user base rivals that of X, with the added advantage of deeply engaged niche communities where users spend significant time interacting with content. 

Platform statistics:

• Active Users: Over 73.1 million daily active users.
• Community Engagement: Users spend an average of 20 minutes per day, one of the highest engagement rates among social media platforms.
• Heavy U.S. Userbase: 47.7% of monthly visitors were from the United States.
• Content Richness: Reddit now hosts over 499 million posts and 2.84 billion comments, making it a treasure trove of user-generated content.

In addition, search volume around users adding “reddit” to the end of Google Search queries has increased significantly—in fact, Google Trends data indicates the interest in “reddit” and associated variations have doubled in the past five years, and SEMrush data corroborates that the platform’s search volume has doubled since 2020.

However, one of the biggest reasons behind Reddit’s recent success appears to be linked to its newly minted business ties with Google. Five months ago, Reddit struck a $60 million deal with Google to use its content in Google’s new AI Summaries training model, and since then, Reddit links are favored in Google Search Result Pages (SERPs). According to a detailed.com analysis of 10,000 search results, Reddit shows up 97.5% of the time in Google Search product review queries and nearly two-thirds of placement in Google’s Discussions and forums feature. 

(read Backbone’s deep dive on Google’s Search Generative Experience (SGE) here). 

Why Reddit Should Be A Part of Your Strategy

Authentic Engagement

Reddit's structure promotes genuine interactions. Users can upvote or downvote content, ensuring that the most valuable and engaging posts rise to the top. This meritocratic system rewards authenticity and quality, making it an ideal platform for brands that prioritize genuine connections with their audience.

SEO Benefits

Reddit is a goldmine for SEO. The platform's content is frequently indexed by search engines, and, as of July 2024, Organic Search drives more than half of all traffic to Reddit.com, meaning that high-quality posts and discussions can drive significant traffic to a brand’s website. By strategically participating in relevant subreddits, brands can improve their search engine rankings and visibility.

Targeted Advertising

Reddit's advertising platform allows for highly targeted campaigns. Brands can reach specific subreddits, ensuring that their ads are seen by users who are already interested in related topics. This level of targeting can lead to higher conversion rates and a better return on investment compared to more generalized social media platforms. In addition, Reddit just launched Lead Generation Ads (in public beta), which allows brands to collect leads from Reddit’s audience more easily than before. 

PR and Community Building

Reddit offers unparalleled opportunities for community building and PR. By participating in relevant discussions, brands can establish themselves as thought leaders and trusted members of the community. This not only enhances brand reputation but also fosters loyalty and long-term engagement. Tapping into influencers and prominent Redditors to kick off product discussions is also a strategy worth considering.

High-Level Recommendations for A Reddit Strategy

Identify Relevant Subreddits

Start by identifying the subreddits that align with your brand and target audience. For outdoor brands, this might include subreddits like r/outdoors, r/hiking, r/camping, and r/climbing. Join these communities, observe the types of content that resonate, and participate genuinely. 

Develop an On-Platform Reddit Content Strategy

Once topical keyword opportunities are identified, create a content calendar that includes a mix of informative, entertaining, and promotional posts. In content, focus on providing value to the community rather than overtly selling your products. Share stories, tips, and insights that reflect your brand’s expertise and passion for the outdoors.

Develop an Off-Platform Website Content Strategy 

These keyword insights are helpful in more ways than one. Consider hosting similar content on your website landing pages or blogs. This can help build relevance and topical authority on your website, which can in turn support overall organic search performance and perhaps gain some passive backlinks from Reddit and other platforms.

Optimize for SEO

When creating Reddit posts, pay attention to keywords and search phrases that your audience is likely to use. Craft titles and content that are not only engaging but also optimized for search engines. This will help your posts gain visibility both on Reddit and in search engine results. Utilizing SEO experts and keyword research tools can help provide another level of granularity to hone in on hot topics and popular questions.

Leverage Reddit Ads

Reddit’s self-serve advertising platform allows you to target ads to specific subreddits or user demographics. Experiment with different ad formats, such as sponsored posts and banner ads, to see what resonates best with your audience. Use Reddit’s analytics tools to track performance and refine your campaigns.

Engage in AMAs

Hosting an AMA (Ask Me Anything) is a powerful way to engage with the Reddit community. Invite your brand’s ambassadors, athletes, or product designers to answer questions and share their experiences. This not only drives engagement but also humanizes your brand and builds trust with the community.

Monitor and Manage Your Presence

Consistently monitor your brand’s mentions and activity on Reddit. Use tools like Brandwatch or Hootsuite to track discussions and sentiment. Respond to comments and questions promptly and respectfully to show that your brand is attentive and values community input. 

Considerations When Executing on Reddit 

While Reddit is a treasure trove of marketing opportunities, advertising on the platform presents unique challenges that marketers should consider carefully:

Negative Feedback

Reddit’s open-comment structure means that if your ad attracts negative responses, it could harm your brand’s image. Users may associate the backlash with your brand, potentially leading to long-term perception issues.

Community Sensitivities

Reddit is a collection of highly engaged communities, each with its own culture and expectations. Misunderstanding these nuances can lead to a hostile reaction from users. It’s essential to research the specific subreddit where your ad will appear, ensuring that your content aligns with the community’s values and norms.

Inauthentic Marketing

Redditors are known for their ability to spot insincerity. If your marketing efforts come across as inauthentic or overly promotional, they are likely to be met with skepticism or outright rejection. Instead, focus on creating content that resonates with the community by being genuine, transparent, and respectful. 

Brand Reputation

Given Reddit's nature as a platform for open discussion, your ad could significantly influence your brand’s reputation—positively or negatively. Engage thoughtfully and be prepared for both praise and criticism as users share their unfiltered opinions.

Going Forward

The rise of Reddit represents a significant opportunity for brands to engage with a passionate and engaged audience. By integrating a Reddit SEO, paid media, and channel/PR management strategy, brands can enhance their visibility, build authentic connections, and drive meaningful engagement. At Backbone, we’re here to guide you through this journey, helping you navigate the dynamic landscape of Reddit and harness its potential for your brand’s success. 

Ready to Elevate Your Reddit Strategy?

Contact Backbone today to learn more about how we can help your brand thrive on Reddit and beyond: info@backbone.media