I’m not ashamed to admit I’m a serial hobbyist.
In the last few years alone, I’ve tried surfing, bouldering, longboarding, roller-skating, painting (for the first time since school), writing and performing poetry, learning and forgetting piano pieces, playing chess, and clocked more hours on Animal Crossing than I care to admit.
Some stick. Others not so much. I tried parkour once and can safely say I won’t be doing that again.
And like any good hobby-enthusiast, Reddit is my favourite place to learn from people who know more than me, get inspired by human creativity, and occasionally lurk in oddly specific threads.
So when I see brands treating it like just another social platform, shamelessly self-promoting or using a forced “relatable” voice. It’s hard to watch. Because Reddit wasn’t built for that.
It’s a community that rewards honesty, curiosity, and real contribution.
This is a guide for brands who want to show up the right way, those willing to listen before they post and earn the trust of the communities they engage with.
Let’s get into it.
Why Reddit? Why now?
Reddit has always been a tricky space for marketers. Its users are famously skeptical, fiercely protective, and quick to call out anything even slightly promotional.
For a long time, brands wrote it off as too risky.
But things have changed. Thanks to Google’s latest algorithm updates, and its strategic partnership with Reddit, Reddit threads now dominate high-ranking search results across countless categories. Whether it’s niche fitness routines or vitamin comparisons, Reddit answers are what people see.
Reddit discussions are also shaping how AI models respond to industry-specific queries. It’s not just about community anymore. It’s infrastructure.
In June 2025, more than 108 million daily active users turned to Reddit for unfiltered opinions on everything from tech specs to tampons.
That makes Reddit:
- A live focus group of trusted, unpaid product feedback
- A content layer driving AI and search visibility
- A brand reputation space you don’t control—but can influence
But only if you understand the culture.
Know and respect the rules
Let’s start here: Reddit is not Instagram.The same content strategy you use on X or TikTok will not work here.
First, read Reddit’s rules. Then, review the specific rules of any subreddit you’re considering. They vary, and breaking them can get your brand banned, mocked, or both.
Take r/AnimalCrossing, for example: Users must follow detailed posting guidelines, from image types to spoiler warnings. And that's just one niche.
If you can’t follow the rules, you don’t belong on the platform.
Secure your handle and choose your approach
Once you’ve learned the landscape, claim your brand username. Even if you're not ready to post yet, securing it protects against impersonators or bad actors.
Then choose your role:
- Create and moderate your own subreddit (ideal if you already have a Reddit-active fan base)
- Engage in existing subreddits (ideal if you’re new and want to meet users where they are)
- Use a flaired team handle, founder voice, or single brand account
Find your people
There’s no one right way, but there is a wrong one: showing up with no credibility or plan.
Reddit isn’t one big audience. It’s thousands of communities, each subreddit with its own culture, in-jokes and etiquette. Some are giant like r/funny (67M members), others more niche like r/chessbeginners (343K members) or r/surfskate (18K members).
Start by searching for communities that overlap with what your brand does.
Where are people asking questions you can help answer? Where are they ranting about problems your brand and/or product actually solves? The goal at this stage is to locate subreddits where you can provide value.
Then lurk. Seriously. Learn how people talk. What kind of posts do well? Are users helping each other in threads or just meme-ing? The biggest mistake brands make is jumping in too fast. Listen first. Comment second.
Ditch the marketing voice
Here’s the uncomfortable truth:
To succeed on Reddit, you have to ignore your brand’s Tone of Voice guidelines, and talk like a human.
Redditors have a sixth sense for corporate lingo. If your comment feels like it came from a PR intern armed with brand guidelines and a thesaurus, you’ll get downvoted fast.
Your voice should be simple, honest, and helpful. Like replying to a friend in a WhatsApp group chat.
No selling.
No links (unless requested).
No cringe.
Good example: See how Oatly replied to a technical question in r/espresso—short, specific, and jargon-free.
Build karma (yes, karma) and reputation
Reddit gives users “karma”, a public point score that signals credibility. You earn it when others upvote your posts and comments.
More karma = more visibility.
More visibility = more trust.
Eventually, consistent contributors can even earn Reddit’s Professional badge.
In other words: You can’t buy influence here. You have to earn it.
As you build karma, you become known as a helpful contributor, not just a drop-in self-promoter. That reputation is the foundation for anything more ambitious, like an AMA or community thread.
Final thought: Should your brand even be on Reddit?
Let’s be honest. Reddit isn’t for everyone.
It’s not the easiest place to win, and definitely not the fastest.
But for brands willing to show up with transparency, humility, and value, the long-term rewards are big:
- Search visibility
- Brand trust
- Authentic community connections
Just remember: this isn’t about controlling the conversation. It’s about earning your place in it.
Good luck. And don’t forget to upvote.
References:
https://foundationinc.co/lab/reddit
https://www.linkedin.com/feed/update/urn:li:activity:7356101016053784576/
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