Good morning, Search Marketer, do you consider Reddit a social networking site?
The online forum/news aggregation/social networking platform is in headlines this week as members of a subreddit called r/WallStreetBets have sent GameStop stock prices soaring. As search marketers we may feel disconnected from Reddit, and it makes sense.
It's often difficult to effectively advertise on the platform, as users are very protective of their communities. You have to be an experienced Redditor and understand the culture of each subreddit before you can go in touting your brand. Many advertisers haven't found the volume to make advertising there worth their dollars, though some have seen viral success.
However, because subreddits are such concentrated online microcosms of these communities in real life, there's still value in them for marketers in consumer behavior analysis, voice of customer data, keyword research, and more. The GameStop and Reddit example that's sweeping the news proves that individuals across the nation have banned together as a community based on common values and shared beliefs to achieve drastic change.
If you haven't dived into Reddit yet (which, as with any open platform, can sometimes be an icky cesspool–so beware), it could be worth checking out the subreddits related to your business and your target audience. See what they care about and how they talk about their problems–and use that context in your own marketing.
Carolyn Lyden
Director of Search Content
