{"id":22243,"date":"2025-05-07T14:14:47","date_gmt":"2025-05-07T14:14:47","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22243"},"modified":"2025-05-07T14:14:49","modified_gmt":"2025-05-07T14:14:49","slug":"more-people-are-searching-for-reddit-results-and-some-brands-are-benefiting","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22243","title":{"rendered":"More people are searching for Reddit results and some brands are benefiting"},"content":{"rendered":"

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It\u2019s no secret that AI \u201cslop\u201d is taking over the internet, prompting many internet users to look for actual human insights. For now, that often means adding \u201cReddit\u201d to the end of Google search queries.<\/p>\n

Reddit, which operates as a collection of forums for people to engage with topics ranging from TV shows to relationship advice, has reported growth in overall users and time spent on the platform since going public last year, and search traffic seems to be playing a big role in that growth. Executives have previously described the relationship between the platform and the search engine as \u201csymbiotic.\u201d<\/p>\n

\u201cPeople are getting tired of algorithms, they\u2019re getting tired of AI-generated content and things like that,\u201d Rob Gaige, director of global insights at Reddit, told us. \u201cWe\u2019re giving them a real human platform, a place where they can connect with other people.\u201d<\/p>\n

There\u2019s just one challenge: brands have been a bit slow to embrace the platform, perhaps due in part to Reddit\u2019s reputation as a place where users are not exactly welcoming\u2014and sometimes outright hostile\u2014to sponsored content. It\u2019s a perception the platform has sought to overcome as it rolls out new ad tools and continues to court advertisers. In a March report from eMarketer, Reddit\u2019s ad revenues were found to be growing faster YoY than other social platforms, even though its overall share of social ad spend, as well as its revenue projections for the year, remain smaller. There\u2019s a lot of room for improvement: as of December, 93% of brands in the Americas were not posting on Reddit in any capacity, per data intelligence platform Meltwater.<\/p>\n

For brands that have chosen to use Reddit, some told us that the community insights and engagement as well as existing uncertainties on other social media sites make it worth diving into\u2014as long as they approach the platform with care.<\/p>\n

Breaking news<\/h2>\n

Dove\u2019s social team decided to lean into Reddit\u2019s old slogan as the \u201cfront page of the internet\u201d for news when marketing its body care collab with Crumbl cookies in December. The brand reached out to moderators in subreddits like r\/BeautyGuruChatter before a member posted its collab announcement as a \u201cleak\u201d to engage the existing fandom, Kalie Dobrow, a VP of social strategy at Edelman who worked on the campaign, told us.<\/p>\n

\u201cWhat we saw when we were digging into the background of Crumbl a little bit more, is that there are some really dedicated accounts, particularly on Reddit, who are sharing upcoming [Crumbl cookie menu] flavors on a weekly basis, and they\u2019re actually leaking them out,\u201d Dobrow said. \u201cWe ended up putting that into our strategy to kind of mimic that user behavior.\u201d<\/p>\n

Dropping the collab news created a \u201csnowball effect,\u201d she said, as more people reacted to and shared the news with their own communities. Redditors weren\u2019t paid to post, but they were rewarded in other ways: the team offered some users products from the collab. Giving Redditors the chance to share an exclusive was added motivation, Dobrow said.<\/p>\n

\u201cWe got their permission and buy-in and excitement, and it allowed them to feel like they were part of the campaign with us, versus just a brand coming in and taking over their space,\u201d she said, adding that \u201callowing the moderators to tell you what works for their community is really important.\u201d<\/p>\n

The Reddit leak strategy ended up driving more daily impressions than past Dove campaign announcements, Dobrow said. Other brands like Bonobos and Shake Shack have also recently run Reddit campaigns that they say drove online and in-store traffic.<\/p>\n

Ask me anything<\/h2>\n

The agency VML has worked with the Navy on its Reddit strategy since 2018, and in that time has experimented with a variety of strategies to boost recruitment and community engagement, Ryan Blum, VML\u2019s chief creative officer, told us. Central to the approach is holding regular AMAs (which stands for \u201cask me anything\u201d) where users can ask sailors questions about anything, like topics ranging from boot camp to being a parent.<\/p>\n

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\u201cThere\u2019s a trust factor on Reddit\u2014maybe people believe there\u2019s less BS on there than there is on some of the other social channels,\u201d Blum told us. \u201cIt\u2019s like-minded people talking about things that interest them.\u201d<\/p>\n

Enlistment and service can be a charged topic, and Blum said there\u2019s always a risk of receiving negative comments, but he said that in his experience, it\u2019s not any more common on Reddit than other platforms. To keep posts a \u201csafe space, if you will, for people to have open and honest conversations,\u201d Blum said his team does not jump into the comments section outside of AMAs, but it does put paid marketing budgets behind AMAs to further amplify them. Brands like Nordstrom and skin-care brand Stratia have found success with being more involved in their subreddits by answering users\u2019 questions.<\/p>\n

Blum said the Navy will occasionally experiment with new methods on the platform, as it did with a recent activation called \u201cSub Reddit Hunt,\u201d in which clues and challenges were hidden across different subreddits in a scavenger hunt\u2013style game designed to \u201cattract the next generation of submariners.\u201d<\/p>\n

\u201cWe would have never been able to do that had we not been on Reddit and built the trust of Redditors that we had over the years,\u201d he said.<\/p>\n

Can\u2019t beat \u2019em, join \u2019em?<\/h2>\n

Even if a brand\u2019s not officially on Reddit, chances are it\u2019s still being talked about on the platform. According to Reddit\u2019s internal data, 40% of Reddit posts mention products or brands. \u201cWhether brands are paying for advertising on Reddit or not, we could probably sit here and go on Reddit and type in 100 brands, and certainly there are subreddits about every one of them,\u201d Blum said.<\/p>\n

That\u2019s not necessarily a bad thing, according to Dobrow: \u201cIf a brand hasn\u2019t explored Reddit yet, the easiest, low-lift thing to do is to start using it for your audience insights and social listening,\u201d she said. \u201cThere\u2019s so much interesting data out there on Reddit and so many interesting sound bites from users potentially talking about your brand.\u201d<\/p>\n

For brands looking to join the conversation, Gaige said it helps to read subreddits for content and also for language. \u201cIt\u2019s really smart to learn about the culture and the norms of those different subreddit communities so that you can, as much as possible, meet them where they are,\u201d he said. \u201cIt could be as simple as just learning some of the vernacular.\u201d<\/p>\n

Gaige\u2019s biggest piece of advice is to seek to add value instead of just selling a product. The best marketing, he said, often comes across as endemic to the conversation.<\/p>\n

As one Redditor recently put it regarding brands\u2019 marketing on the platform, \u201cIf they did it right, you\u2019ll never know.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that AI \u201cslop\u201d is taking over the internet, prompting many internet users to look for actual human insights. For now, that often means adding \u201cReddit\u201d to the end of Google search queries. Reddit, which operates as a collection of forums for people to engage with topics ranging from TV shows to relationship […]<\/p>\n","protected":false},"author":1,"featured_media":22244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22243","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nMore people are searching for Reddit results and some brands are benefiting | Brandiary<\/title>\n<meta name=\"description\" content=\"It\u2019s no secret that AI \u201cslop\u201d is taking over the internet, prompting many internet users to look for actual human insights. 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