Reddit has struck a $60 million per year deal with Google to license its content for training the search giant’s AI models as the social media platform seeks to generate new revenue streams ahead of its anticipated IPO filing this week.

The SEO industry is in a bit of an uproar because this engagement is overlapping with a coincidental increase in Reddit results in Google SERPs. The allegation is that driving more traffic to Reddit will generate more content that Google can then utilize to train its AI. While this appears to be a rigged system, it’s not something we’ll be able to change any time soon… so instead, we need to roll with the punches and look to utilize it.

In short, if Reddit owns the search results, your brand must be on Reddit. Additionally, if Reddit content is going to be used to train Google’s AI, getting your brand visibility in AI results is also critical.

Introduction to Reddit

Reddit is often referred to as the front page of the internet and is a powerful platform for brands, sales professionals, and marketers to engage with target audiences and gain valuable insights. With over 430 million monthly active users and over 100,000 active communities (known as “subreddits“), Reddit offers a unique opportunity to connect with potential customers and build brand awareness.

To effectively navigate Reddit, it’s essential to understand its terminology and culture:

• Subreddits: These are themed communities focused on specific topics, such as r/marketing, r/martech, or r/sales. Users can subscribe to subreddits that interest them.
• Upvotes and Downvotes: Users can upvote or downvote posts and comments, determining their visibility. Content with more upvotes appears higher on the page.
• Karma: A user’s total score based on the upvotes and downvotes their posts and comments received. High karma indicates a user’s credibility and contributions to the community.
• Ask Me Anything (AMA): A popular format where users can ask questions to a host, often a celebrity, expert, or company representative.
• Flair: Tags or labels next to a user’s name, often indicating their expertise or role within a subreddit.

When engaging on Reddit, it’s crucial to follow best practices… often called Rediquette.

1. Observe and learn: Before actively participating, understand the subreddit’s rules, culture, and preferences.
2. Provide value: Share informative, entertaining, or thought-provoking content that resonates with the community.
3. Be authentic: Redditors value transparency and authenticity. Avoid overt self-promotion and focus on genuine interactions.
4. Engage respectfully: Treat others respectfully, and be open to constructive feedback and differing opinions.
5. Utilize Reddit Ads: Consider using Reddit’s advertising platform to target specific subreddits and demographics.

By understanding Reddit’s unique ecosystem and engaging authentically, brands, sales professionals, and marketers can tap into a highly engaged and influential audience, fostering meaningful connections and driving business growth.

Read More on Rediquette

Reddit Marketing Strategy

You can tap into this vast potential by strategically engaging with the Reddit community as a brand or publication. In this article, we’ll explore some effective strategies to drive more traffic to your site while staying within the platform’s terms of service.

1. Participate in relevant subreddits: Join subreddits that align with your brand or publication’s niche. Engage in discussions, offer valuable insights, and establish yourself as a knowledgeable resource within the community. As you build trust, you can occasionally share your content when it genuinely adds value to the conversation.
2. Create a brand subreddit: Consider creating a dedicated subreddit for your brand or publication. This allows your audience to engage with your content and discuss topics related to your niche. Encourage your website visitors to join your subreddit and participate in discussions.
3. Host AMAs (Ask Me Anything): Arrange an AMA session with an expert or influential figure related to your industry. This can attract attention to your brand and provide an opportunity to showcase your expertise. Promote the AMA on your website and other social media channels.
4. Utilize Reddit Ads: Reddit offers a self-serve advertising platform that allows you to target specific subreddits or interests. Create compelling ad copy and visuals that resonate with the Reddit community and drive traffic to your site. Be transparent about the fact that it’s a promoted post.
5. Collaborate with influential Redditors: Identify influential users within your niche and explore potential collaborations. This can include content partnerships, exclusive interviews, or sponsored content. Ensure that sponsored content is clearly disclosed to maintain transparency and adhere to Reddit’s guidelines.
6. Offer exclusive content or discounts: To incentivize Redditors to visit your site, provide exclusive content, offers, or discounts. This can be done through limited-time promo codes or by sharing a link to a gated resource accessible only to Reddit users.
7. Monitor and respond to brand mentions: Use tools like Reddit’s search function or third-party monitoring services to track mentions of your brand or publication. Engage with users who mention your brand, address any concerns, and provide helpful information when appropriate.

It’s crucial to remember that the Reddit community values authenticity and dislikes overt self-promotion. Some key things to avoid that may violate Reddit’s terms of service or alienate the community include:

• Spamming subreddits with excessive self-promotional content
• Engaging in vote manipulation or asking for upvotes
• Creating multiple accounts to promote your own content
• Failing to disclose sponsored content or affiliations
• Posting content that violates Reddit’s content policy (e.g., harassment, illegal activities)

To succeed on Reddit, focus on providing value, engaging genuinely with the community, and being transparent about your brand’s involvement. By following these strategies and respecting the platform’s guidelines, you can effectively leverage Reddit to drive traffic and build a strong presence within your niche.

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Originally Published on Martech Zone: How To Leverage Reddit to Drive Traffic And Leads to Your Brand or Publication