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From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The document discusses the growth and transformation of Reddit, emphasizing its increase in user engagement and integration with search engines like Google. It highlights Reddit's unique platform structure, focusing on user-generated content and community-driven discussions, while also addressing common concerns such as content quality and spam prevention. Additionally, it covers Reddit's advertising strategies, community guidelines, and the evolving partnership with AI technologies for better content access and engagement.
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From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
- 1. LEVERAGING The Social MediaSuperpower Everyone is Afraid Of! Brent Csutoras
- 2.
- 3. Reddit • 83M -DAUqs Reddit is Growing… Fast
- 4. Reddit • 83M -DAUqs • 306M - WAUqs Reddit is Growing… Fast
- 5. Reddit • 83M -DAUqs • 306M - WAUqs • 500M - Users Reddit is Growing… Fast
- 6. Reddit • 83M -DAUqs • 306M - WAUqs • 500M - Users • 37% YoY Growth Reddit is Growing… Fast
- 7. Reddit • 83M -DAUqs • 306M - WAUqs • 500M - Users • 37% YoY Growth • 100,000+ Active Communities Reddit is Growing… Fast
- 8. Reddit • 83M -DAUqs • 306M - WAUqs • 500M - Users • 37% YoY Growth • 100,000+ Active Communities • International Growth (50% Non-US) Reddit is Growing… Fast
- 10. Reddit • Too muchcontent, not enough Answers Reddit is Solving a Problem
- 11. Reddit • Too muchcontent, not enough Answers • Increase in low quality content Reddit is Solving a Problem
- 12. Reddit • Too muchcontent, not enough Answers • Increase in low quality content • Article and Reviews not as helpful Reddit is Solving a Problem
- 13. Reddit • Too muchcontent, not enough Answers • Increase in low quality content • Article and Reviews not as helpful • Searchers have to really search for answers Reddit is Solving a Problem
- 14. Reddit • Too muchcontent, not enough Answers • Increase in low quality content • Article and Reviews not as helpful • Searchers have to really search for answers • They are finding those answers on Reddit Reddit is Solving a Problem
- 15. From Subreddit toSearch 2022 Google’s Helpful Content Update Aimed to reward content that satisfied the user search experience. 2023 Perplexity Includes Reddit Allowing searchers to target Reddit content exclusively with their queries. 2023 Google’s Hidden Gems Update Aimed to improve search results by focusing on content with unique expertise and experience, including forums and social media platforms like Reddit. Feb 2024 Google’s $60 Million Deal with Reddit Will give Google real-time access to Reddit's content for search results and help train Google’s future AI models. Apr 2024 OpenAI and Reddit Partnership Allows ChatGPT to surface real time Reddit content and use that content for future AI model training.
- 16. Reddit Google Users LoveReddit • Searchers adding ‘reddit’ to queries
- 17. Reddit Google Users LoveReddit • Searchers adding ‘reddit’ to queries • Perplexity adds Reddit only feature
- 18. Reddit Google Users LoveReddit • Searchers adding ‘reddit’ to queries • Perplexity adds Reddit only feature • Increased Reddit content on Google
- 19. Poll 1 • Areyou or your brand on Reddit today? – What is Reddit again? – I don't have an account, but I read it on Reddit – I have an account, I think – TL:DR Yup!
- 21. Reddit is Nota Social Media Site • Content Sharing Platform
- 22. Reddit is Nota Social Media Site • Content Sharing Platform • User Created Subreddits – Unique / Independent
- 23. Reddit is Nota Social Media Site • Content Sharing Platform • User Created Subreddits – Unique / Independent • Topic (Not People) Focused
- 24. Reddit is Nota Social Media Site • Content Sharing Platform • User Created Subreddits – Unique / Independent • Topic (Not People) Focused • Users are Anonymous
- 25. Reddit is Nota Social Media Site • Content Sharing Platform • User Created Subreddits – Unique / Independent • Topic (Not People) Focused • Users are Anonymous • Moderators ≠ Admins
- 27. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts
- 28. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much
- 29. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit
- 30. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules
- 31. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone
- 32. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone – Posting but not commenting
- 33. Don’t Game orSpam Reddit • What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone – Posting but not commenting – Self promotion (9:1)
- 34. Don’t Game orSpam Reddit • What is Spam? What each subreddit defines spam as…
- 35. Spam Prevention Evolving •AutoMod
- 36. Spam Prevention Evolving •AutoMod • Contributor Quality Tiers
- 37. Spam Prevention Evolving •AutoMod • Contributor Quality Tiers • Ban Evasion Filter
- 38. Spam Prevention Evolving •AutoMod • Contributor Quality Tiers • Ban Evasion Filter • AI Moderation Evolving
- 40. Find Your Passion •You are knowledgeable
- 41. Find Your Passion •You are knowledgeable • Have more to add
- 42. Find Your Passion •You are knowledgeable • Have more to add • Test out Reddit features
- 43. Find Your Passion •You are knowledgeable • Have more to add • Test out Reddit features • Not focused on ROI
- 44. Find Your Passion •You are knowledgeable • Have more to add • Test out Reddit features • Not focused on ROI • Build up some Karma
- 45. Find Your Passion •You are knowledgeable • Have more to add • Test out Reddit features • Not focused on ROI • Build up some Karma • Age your account
- 46. Build Your Karma •It’s your reputation score • Upvote / Downvote • Subreddit limitations • Identify low restriction subreddits – Remember your interests • Do it well, but do it naturally • Comment on upcoming posts (rising)
- 47. Comment First, SubmitLater • Not the focus of attention
- 48. Comment First, SubmitLater • Not the focus of attention • Learn what submissions get engagement
- 49. Comment First, SubmitLater • Not the focus of attention • Learn what submissions get engagement • Understand community interest / opinions
- 50. Comment First, SubmitLater • Not the focus of attention • Learn what submissions get engagement • Understand community interest / opinions • Provide value
- 51. Comment First, SubmitLater • Not the focus of attention • Learn what submissions get engagement • Understand community interest / opinions • Provide value • Be a Person! (even as a company)
- 53. Finding the RightSubreddits • Search domains: “site:site.com”
- 54. Finding the RightSubreddits • Search domains: “site:site.com” • Search topics
- 55. Finding the RightSubreddits • Search domains: “site:site.com” • Search topics • How active is the subreddit
- 56. Finding the RightSubreddits • Search domains: “site:site.com” • Search topics • How active is the subreddit • Review the subreddit rules
- 57. Finding the RightSubreddits • Search domains: “site:site.com” • Search topics • How active is the subreddit • Review the subreddit rules • Review the subreddit moderators
- 58. Finding the RightSubreddits • Search domains: “site:site.com” • Search topics • How active is the subreddit • Review the subreddit rules • Review the subreddit moderators • Evaluate the tone around your topics / brand
- 59. Create Your OwnSubreddit • Topic or Brand Subreddits
- 60. Create Your OwnSubreddit • Topic or Brand Subreddits • Use other channels to inform Redditors
- 61. Create Your OwnSubreddit • Topic or Brand Subreddits • Use other channels to inform Redditors • Pick the Right moderators
- 62. Create Your OwnSubreddit • Topic or Brand Subreddits • Use other channels to inform Redditors • Pick the Right moderators • Don’t neglect Rules / Automod
- 63. Create Your OwnSubreddit • Topic or Brand Subreddits • Use other channels to inform Redditors • Pick the Right moderators • Don’t neglect Rules / Automod • Accept critical comments / posts
- 64. Create Your OwnSubreddit • Topic or Brand Subreddits • Use other channels to inform Redditors • Pick the Right moderators • Don’t neglect Rules / Automod • Accept critical comments / posts • Be a person!
- 66. The Right Content •What is most useful to the subreddit
- 67. The Right Content •What is most useful to the subreddit • What can you add value to
- 68. The Right Content •What is most useful to the subreddit • What can you add value to • Existing topic support
- 69. The Right Content •What is most useful to the subreddit • What can you add value to • Existing topic support • TOP > This Year
- 70. The Right Content •What is most useful to the subreddit • What can you add value to • Existing topic support • TOP > This Year • Review moderator submissions / comments
- 71. The Right Content •What is most useful to the subreddit • What can you add value to • Existing topic support • TOP > This Year • Review moderator submissions / comments • Consider your member’s needs
- 72. The Right Content •What is most useful to the subreddit • What can you add value to • Existing topic support • TOP > This Year • Review moderator submissions / comments • Consider your member’s needs • Consider Search / AI impacts outside Reddit
- 73. The Right Time •You want initial engagement
- 74. The Right Time •You want initial engagement • Logarithm ranking system – 10 / 100 / 1000
- 75. The Right Time •You want initial engagement • Logarithm ranking system – 10 / 100 / 1000 • Time works against your visibility
- 76. The Right Time •You want initial engagement • Logarithm ranking system – 10 / 100 / 1000 • Time works against your visibility • Numerous tools to analyze subreddit
- 77. The Right Time •You want initial engagement • Logarithm ranking system – 10 / 100 / 1000 • Time works against your visibility • Numerous tools to analyze subreddit • 7am - 9am EST overall
- 79. After You Post •Monitor your post
- 80. After You Post •Monitor your post • Vote on comments
- 81. After You Post •Monitor your post • Vote on comments • Respond to comments
- 82. After You Post •Monitor your post • Vote on comments • Respond to comments – Don’t be defensive
- 83. After You Post •Monitor your post • Vote on comments • Respond to comments – Don’t be defensive – Don’t get carried away
- 84. Poll 2 • Whatwould you like most out of Reddit? – I want to build Brand awareness – I want to get to influence purchase decisions – I want to learn about my audience – I want to engage with my audience on Reddit – I want to gain visibility in Search / AI Overviews
- 85.
- 86. Reddit Ads • PromotedPosts • Auction Ads • Managed Campaigns – $10,000 or more quarterly – Sensitive categories • Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating – All takeover campaigns are managed
- 87.
- 88. Reddit Ads • PromotedPosts • Auction Ads
- 89. Reddit Ads • PromotedPosts • Auction Ads • Managed Campaigns (KarmaLab) – $10,000 or more quarterly
- 90. Reddit Ads • PromotedPosts • Auction Ads • Managed Campaigns (KarmaLab) – $10,000 or more quarterly – Sensitive categories • Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating
- 91. Reddit Ads • PromotedPosts • Auction Ads • Managed Campaigns (KarmaLab) – $10,000 or more quarterly – Sensitive categories • Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating – All takeover campaigns are managed
- 92. Reddit Ads • Allyour ads should be like posts
- 93. Reddit Ads • Allyour ads should be like posts • Consider opening comments
- 94. Reddit Ads • Allyour ads should be like posts • Consider opening comments • Choose your targeting carefully – Broad / Custom
- 95. Reddit Ads • Allyour ads should be like posts • Consider opening comments • Choose your targeting carefully – Broad / Custom • Work with Ads team! (KarmaLab)