卖家手册：如何运用Reddit进行推广营销
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Reddit, a "non-mainstream" entertainment, social, and news website, features content on news, video games, movies, music, books, fitness, food, and photo sharing, akin to the "American version of Baidu Tieba".
Terms on Reddit:
Reddit threads have this style:
Why should sellers consider Reddit marketing?
Sellers often use social media marketing platforms like Facebook, Twitter, Instagram, LinkedIn, and perhaps Pinterest, viewing these as the sole social media marketing channels. Indeed, these platforms are teeming with users and social activities, but the internet is a vast expanse, with potential clients lurking beyond the largest platforms. Reddit is one such platform.
Reddit is one of the most underutilized social media marketing platforms, ranking sixth in the US traffic (17th globally) according to Amazon subsidiary Alexa.com as of March 6, 2019. Although Reddit's daily traffic might not surpass Facebook's, it has surpassed Twitter and LinkedIn.
Reddit operates as the "front page of the internet," focusing on fresh events and trending news. However, Reddit users often treat it as a forum, with the ability to post threads, which can be upvoted (liking) or downvoted (disliking). The most popular threads are pushed to the homepage's front page.
Reddit is divided into thousands of separate categories based on topics and interests, such as r/politics for global political news and r/dogberg for silly dog pictures. Twitter users can decide what appears on their homepage by following individuals, while Redditors can subscribe to their favorite communities.
With the ability to comment on others' posts, Reddit feels like a melting pot of internet's hot topics. If you're a registered Reddit user, your homepage is tailored to your interests and communities. Like on Weibo, users can upvote or downvote, post comments, and answer others' queries.
Reddit users have the freedom to engage however they wish, whether just browsing for news or actively posting as a topic expert. For sellers, this means direct access to potential clients and the opportunity to share original, high-quality product content.
Given that Reddit users join communities based on interests or locations, like r/Pittsburgh for Pittsburgh news, it seems like sellers could directly target their audience for marketing. However, this is not the case!
Reddit has a low tolerance for ads, unlike Craigslist. Redditors fiercely protect their communities from commercial pollution.
To successfully market on Reddit, consider these four best practices:
Following these guidelines, while they are common on Reddit, you must also understand the specific rules and habits of your target community.
Reddit almost encompasses all digital content, including unforeseen types. If you can post relevant content, you're likely to find a new audience.
However, some post types on Reddit tend to receive more upvotes and comments. Here's a general ranking based on potential upvotes and comments:
1. GIF posts
Reddit users love GIFs, including sports, major events, movie scenes, animations, and cute animals. Redditor-created GIFs that incorporate Reddit humor also attract attention. GIFs are compressed video snippets; posting such marketing content could be successful.
2. Video posts
Direct links to YouTube or Vimeo usually receive fewer upvotes and comments on Reddit, as videos can take a long time to load, which may not suit most communities. However, if you can capture the best part of the video and post it as a GIF with a full link in the comments, you might receive more upvotes and comments.
3. Image posts
Images are user-friendly for mobile users, making upvotes and comments convenient. Before posting, find interesting images. Posting fun cat or dog images could give you a marketing advantage.
4. Text posts
Many communities on Reddit consist of text-based posts. Surprisingly, many Redditors prefer in-depth, thought-provoking content, making text the preferred format for posts and comments.
5. Blog posts
Reddit users generally dislike spammy blog posts. To avoid being one of the disliked ads, you must be very active in the blog sharing communities. Ensure your posts are captivating and your responses are not automated. If you feel your content requires a longer article, consider posting it on Reddit instead of linking to your website.
6. AMA posts
AMA stands for "ask me anything," a Q&A format post. Redditors can ask anyone anything in these posts, which have led to the success of storytellers and brands on Reddit. AMAs typically occur in r/IAmA, but some interest-based communities also have AMAs.
AMAs are intriguing as they cover various topics. If you're trying to post this type of content, you must embrace the AMA culture, whether you like it or not, so be bold and give it a shot.
7. News posts
As the internet rapidly develops, Reddit has become a powerful hub for fresh news. Sharing news relevant to communities like politics, video games, movies, etc., can make you popular. The news could be a thought leader's new tweet or a首发article that could become a community headline.
8. Ads
To advertise on Reddit, the most reliable method is to pay Reddit to advertise for you. Reddit's advertising platform is not yet mature, but it has achieved significant success over the past few years, adding tools to refresh its advertising platform. Therefore, the best practices and costs for advertising on Reddit are difficult to determine.
Typically, community-targeted advertising benefits both the advertiser and the audience. Content diversity is also important; even if GIF posts yield good results, don't just post GIFs. Try to post content in various formats to serve your audience.
Successful marketing cases on Reddit:
Redditors generally dislike commercial ads on the site. However, if sellers or brands respect the community and contribute positively to improving it, Redditors are welcoming. They appreciate original content, jokes, learning new things, and spending time understanding their brands or sellers.
Effective marketing should benefit existing customers and potential customers. Good advertising marketing should serve the audience, not just please them, but also add value to their lives.
Here are some successful marketing cases:
1. KFC Valentine's Day Advertising
KFC planned a series of advertising activities around Valentine's Day, including painting, writing, and photo editing contests. KFC posted three themed threads on Reddit, garnering about 900 comments and several suggestions.
Each themed thread's winner would receive a Valentine's Day package from KFC, including a limited-edition white carpet resembling Colonel Sanders, the famous founder of fried chicken, as well as chicken pajamas, KFC gift cards, and more prizes. This advertising strategy was rather unique, targeting KFC's intended audience with themed threads.
Importantly, KFC anticipated some users would challenge the threads. The marketing team would engage with Redditors by joking around, even though it involved self-deprecation, resulting in a significant amount of original content around the KFC brand.
They would take time to reply to comments, trying to integrate into the community. By providing content that users would enjoy. Big brands like KFC, if they respond to someone in a post, Redditors feel more approachable, and the post goes viral, with comments often featuring many emojis.
Thus, KFC could directly jump to the homepage through the advertising post, gaining exposure. However, they also contributed to the Reddit community. KFC's sister brand, TacoBell, has its own forum with high-quality content.
2. Ryan Morrison
It's not just big consumer brands' posts that can receive high-quality content on Reddit. For example, video game lawyer Ryan Morrison gained fame in the Reddit community by providing legal advice and opinions on gaming development, claiming that this form was for educational and entertainment purposes only, not a customer relationship with legal binding.
Over the years, he used the VideoGameAttorney account to answer questions on the gaming development community. Recently, in the r/gamedev community, his posts averaged several hundred comments, and in the r/IAmA (Q&A community) section, his replies had over 1800 comments and more than 15000 upvotes.
Morrison built his business using Reddit by going to communities where he could offer assistance and providing his expertise. In the real world, few Redditors would become his clients. However, by actively contributing to the gaming development community, he established a reputation there.
3. Other examples
Careful observation reveals that hundreds of brands and business leaders are doing the same thing. They find communities related to their brands and strive to become active contributors.
Experienced angel investors and This Week in Startups podcast host Jason Calacanis comments on topics related to startups and investments, even using Reddit to collect questions for his radio show. In DIY crafts, Christine McConnell gained a large following on Reddit through her creative projects, catching Netflix's attention and leading to her own show. Reddit is essentially a blank canvas. Its users are enthusiastic about creative content, so you can capitalize on this core characteristic to find unique methods to market your products.
Conclusion
Compared to building followers on other social media platforms (such as Twitter followers), Reddit's community structure means it expands your strategic reach and increases brand interaction.
Reddit is more inclined towards expanding personal relationships, allowing direct conversation with your target audience. You need to become a part of the communities related to your brand and genuinely engage with them.
From this perspective, Reddit is a tool for expansion. It doesn't replace your efforts to build an audience on traditional social media platforms, but it's a new door to share original content related to your brand.
Amazon sellers, what's your take? Do you consider Reddit as a marketing channel?
Amazon seller's journey begins with AMZ123.
Terms on Reddit:
Reddit threads have this style:
Why should sellers consider Reddit marketing?
Sellers often use social media marketing platforms like Facebook, Twitter, Instagram, LinkedIn, and perhaps Pinterest, viewing these as the sole social media marketing channels. Indeed, these platforms are teeming with users and social activities, but the internet is a vast expanse, with potential clients lurking beyond the largest platforms. Reddit is one such platform.
Reddit is one of the most underutilized social media marketing platforms, ranking sixth in the US traffic (17th globally) according to Amazon subsidiary Alexa.com as of March 6, 2019. Although Reddit's daily traffic might not surpass Facebook's, it has surpassed Twitter and LinkedIn.
Reddit operates as the "front page of the internet," focusing on fresh events and trending news. However, Reddit users often treat it as a forum, with the ability to post threads, which can be upvoted (liking) or downvoted (disliking). The most popular threads are pushed to the homepage's front page.
Reddit is divided into thousands of separate categories based on topics and interests, such as r/politics for global political news and r/dogberg for silly dog pictures. Twitter users can decide what appears on their homepage by following individuals, while Redditors can subscribe to their favorite communities.
With the ability to comment on others' posts, Reddit feels like a melting pot of internet's hot topics. If you're a registered Reddit user, your homepage is tailored to your interests and communities. Like on Weibo, users can upvote or downvote, post comments, and answer others' queries.
Reddit users have the freedom to engage however they wish, whether just browsing for news or actively posting as a topic expert. For sellers, this means direct access to potential clients and the opportunity to share original, high-quality product content.
Given that Reddit users join communities based on interests or locations, like r/Pittsburgh for Pittsburgh news, it seems like sellers could directly target their audience for marketing. However, this is not the case!
Reddit has a low tolerance for ads, unlike Craigslist. Redditors fiercely protect their communities from commercial pollution.
To successfully market on Reddit, consider these four best practices:
Following these guidelines, while they are common on Reddit, you must also understand the specific rules and habits of your target community.
Reddit almost encompasses all digital content, including unforeseen types. If you can post relevant content, you're likely to find a new audience.
However, some post types on Reddit tend to receive more upvotes and comments. Here's a general ranking based on potential upvotes and comments:
1. GIF posts
Reddit users love GIFs, including sports, major events, movie scenes, animations, and cute animals. Redditor-created GIFs that incorporate Reddit humor also attract attention. GIFs are compressed video snippets; posting such marketing content could be successful.
2. Video posts
Direct links to YouTube or Vimeo usually receive fewer upvotes and comments on Reddit, as videos can take a long time to load, which may not suit most communities. However, if you can capture the best part of the video and post it as a GIF with a full link in the comments, you might receive more upvotes and comments.
3. Image posts
Images are user-friendly for mobile users, making upvotes and comments convenient. Before posting, find interesting images. Posting fun cat or dog images could give you a marketing advantage.
4. Text posts
Many communities on Reddit consist of text-based posts. Surprisingly, many Redditors prefer in-depth, thought-provoking content, making text the preferred format for posts and comments.
5. Blog posts
Reddit users generally dislike spammy blog posts. To avoid being one of the disliked ads, you must be very active in the blog sharing communities. Ensure your posts are captivating and your responses are not automated. If you feel your content requires a longer article, consider posting it on Reddit instead of linking to your website.
6. AMA posts
AMA stands for "ask me anything," a Q&A format post. Redditors can ask anyone anything in these posts, which have led to the success of storytellers and brands on Reddit. AMAs typically occur in r/IAmA, but some interest-based communities also have AMAs.
AMAs are intriguing as they cover various topics. If you're trying to post this type of content, you must embrace the AMA culture, whether you like it or not, so be bold and give it a shot.
7. News posts
As the internet rapidly develops, Reddit has become a powerful hub for fresh news. Sharing news relevant to communities like politics, video games, movies, etc., can make you popular. The news could be a thought leader's new tweet or a首发article that could become a community headline.
8. Ads
To advertise on Reddit, the most reliable method is to pay Reddit to advertise for you. Reddit's advertising platform is not yet mature, but it has achieved significant success over the past few years, adding tools to refresh its advertising platform. Therefore, the best practices and costs for advertising on Reddit are difficult to determine.
Typically, community-targeted advertising benefits both the advertiser and the audience. Content diversity is also important; even if GIF posts yield good results, don't just post GIFs. Try to post content in various formats to serve your audience.
Successful marketing cases on Reddit:
Redditors generally dislike commercial ads on the site. However, if sellers or brands respect the community and contribute positively to improving it, Redditors are welcoming. They appreciate original content, jokes, learning new things, and spending time understanding their brands or sellers.
Effective marketing should benefit existing customers and potential customers. Good advertising marketing should serve the audience, not just please them, but also add value to their lives.
Here are some successful marketing cases:
1. KFC Valentine's Day Advertising
KFC planned a series of advertising activities around Valentine's Day, including painting, writing, and photo editing contests. KFC posted three themed threads on Reddit, garnering about 900 comments and several suggestions.
Each themed thread's winner would receive a Valentine's Day package from KFC, including a limited-edition white carpet resembling Colonel Sanders, the famous founder of fried chicken, as well as chicken pajamas, KFC gift cards, and more prizes. This advertising strategy was rather unique, targeting KFC's intended audience with themed threads.
Importantly, KFC anticipated some users would challenge the threads. The marketing team would engage with Redditors by joking around, even though it involved self-deprecation, resulting in a significant amount of original content around the KFC brand.
They would take time to reply to comments, trying to integrate into the community. By providing content that users would enjoy. Big brands like KFC, if they respond to someone in a post, Redditors feel more approachable, and the post goes viral, with comments often featuring many emojis.
Thus, KFC could directly jump to the homepage through the advertising post, gaining exposure. However, they also contributed to the Reddit community. KFC's sister brand, TacoBell, has its own forum with high-quality content.
2. Ryan Morrison
It's not just big consumer brands' posts that can receive high-quality content on Reddit. For example, video game lawyer Ryan Morrison gained fame in the Reddit community by providing legal advice and opinions on gaming development, claiming that this form was for educational and entertainment purposes only, not a customer relationship with legal binding.
Over the years, he used the VideoGameAttorney account to answer questions on the gaming development community. Recently, in the r/gamedev community, his posts averaged several hundred comments, and in the r/IAmA (Q&A community) section, his replies had over 1800 comments and more than 15000 upvotes.
Morrison built his business using Reddit by going to communities where he could offer assistance and providing his expertise. In the real world, few Redditors would become his clients. However, by actively contributing to the gaming development community, he established a reputation there.
3. Other examples
Careful observation reveals that hundreds of brands and business leaders are doing the same thing. They find communities related to their brands and strive to become active contributors.
Experienced angel investors and This Week in Startups podcast host Jason Calacanis comments on topics related to startups and investments, even using Reddit to collect questions for his radio show. In DIY crafts, Christine McConnell gained a large following on Reddit through her creative projects, catching Netflix's attention and leading to her own show. Reddit is essentially a blank canvas. Its users are enthusiastic about creative content, so you can capitalize on this core characteristic to find unique methods to market your products.
Conclusion
Compared to building followers on other social media platforms (such as Twitter followers), Reddit's community structure means it expands your strategic reach and increases brand interaction.
Reddit is more inclined towards expanding personal relationships, allowing direct conversation with your target audience. You need to become a part of the communities related to your brand and genuinely engage with them.
From this perspective, Reddit is a tool for expansion. It doesn't replace your efforts to build an audience on traditional social media platforms, but it's a new door to share original content related to your brand.
Amazon sellers, what's your take? Do you consider Reddit as a marketing channel?
Amazon seller's journey begins with AMZ123.
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