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Reddit is having quite the moment of influence.
It increasingly shapes search results, what LLMs surface about your brand, and provides a place for customers to speak frankly about your brand with the safety of anonymity.
And yet, for many brands, Reddit still sits in an awkward bucket: too messy, too risky, too hard to control.
That hesitation is understandable. Reddit is not like launching a branded community or spinning up a Discord. But that doesn’t mean it should be ignored, or rushed into.
Here’s how we advise brands to think about Reddit, based on real client work.
Most brands get into trouble by treating Reddit like any other social platform.
It isn’t.
Reddit is a network of semi-autonomous communities (a ‘community of communities’ as Reddit themselves say), each with:
There is no single “Reddit strategy” that works everywhere. What works in one subreddit may backfire badly in another.
The question isn’t “Should we be on Reddit?” It’s “What level of presence makes sense for us right now?”
In practice, brands tend to fall into one of these approaches:
This is where most brands should start.
What it looks like
For many organisations, simply folding Reddit into existing insights or community reporting is already a positive first move
This is where things start to get interesting.
This stage only works if the brand is willing to be humble, and consistent.
Done well, these can be very powerful.
AMAs should be earned, not used as a launch tactic.
What it looks like:
A branded subreddit positioned as the “official” space for your brand
Pinned posts covering FAQs, rules, and key updates
A dedicated moderation setup with paid staff
Clear posting and comment guidelines, with enforcement responsibility sitting with the brand
In practice, this means committing to consistent moderation, fast response times, and a visible brand presence
In most cases, we don’t recommend this early. Ownership only makes sense when there’s a clear, distinct purpose and proven demand.
Targeted promoted posts in relevant subreddits
Helpful, non-promotional content
Strong attention to context and tone
Rather than choosing one approach, we encourage brands to think in stages:
Across all stages, a few things are non-negotiable:
Reddit remembers missteps. Screenshots live forever.
These are the kind of things you should be looking for:
Reddit is a place to earn credibility, understand your audience at their most honest, and contribute something genuinely useful.
Start small. Lead with listening. Build relationships before visibility.
The brands that get Reddit right don’t try to control it, they learn how to participate without getting in the way.
