Reddit has always been allergic to links and self-promotion. Recently, it launched AI features that mark content as potential spam, show warnings when you want to post a link, and even remove your content automatically.
At the same time, Reddit is one of the most quoted sources by LLMs. Reddit discussions are at the top of Google, and potential customers are looking for recommendations on the platform.
So, how do you approach Reddit marketing now? The trick is learning to play by Reddit's rules rather than against them.
Here are the rules and tips that can help you with Reddit growth:
- Reddit has the 9:1 rule. For every one self-promotional post/link, nine other posts/comments should be useful. When someone opens your profile, it shouldn't be a promotional wall.
- Mention your tool without links (if links are prohibited) but with context (category, ideal customer profile, benefits, keywords).
- Check all subreddit rules before publishing posts or comments. The comments section is less moderated than posts. You can also put your link in your bio.
- Check if people are adding links to their posts in each subreddit. Share your link if someone explicitly asks for it. Use your keywords around your brand name. Don't reuse the same comment too much.
- Create value. Be specific, helpful, and transparent. Share your story, data, insights, tips, numbers, and experience. If you post or comment about your product, be transparent about your role (ambassador, fan, part of the team).
- Get involved in social listening. Monitor brand mentions, industry terms, alternatives, and competitor mentions. Join conversations. If it’s relevant, suggest your tool.
- You can also create your own subreddit and transform it into your own community. When you’re a moderator, you have more power. Just don’t forget about the Moderator Code of Conduct.
And how do you measure success?
- Throw out a "How did you hear about us?" during onboarding.
- Qualitative research. Ask directly where your customers found you.
- A spike in traffic when you didn't run any PR campaigns.
- Increased AI share of voice.
- Increased number of organic mentions.
- LLMs and Google start quoting your content.
When it comes to Reddit, always remember: it's perfectly fine to be a Redditor with a website; it's not okay to be a website with a Reddit account.
