Reddit’s survival is based on keeping the community full of entertaining content, and free of spam and bots. This means that Reddit’s engineers are actively ensuring that companies who wish to bypass the community aspect of the website and only promote themselves are prevented from doing so. If their algorithm thinks your account is too spammy or self-promoting, they will blacklist you. It really is as simple as that.
As a business, this is not necessarily bad news for you, but it does mean you’ll actually have to interact with people on the website (gasp!). How can a small business use Reddit to drive quality traffic to their website?
As an example, I’ll create a travel blog named “Ashley’s Suitcase”. Users can view your cumulative contribution to the site using three metrics:
- Date you joined Reddit (your ‘Cake Day’)
- Comment Karma (upvotes for your comments)
- Link Karma (upvotes for links you submit)
Subscribe to several on-topic subreddits
The first thing to do after creating an account is customize your newsfeed. There are several thousand subreddits to choose from, but finding ones that are well-targeted to your online audience is simple.
Begin by searching for target keywords. Travel. Tourism. Vacations. The results of these searches will show you posts in these subreddits as well as other peripheral ones. Soon you begin adding additional ones such as:
- Coutry of post topic (example: South Africa, India, Canada, etc.)
- City of post topic (example: Cape Town, Hampi, Vancouver)
- Language Learning
- Job And A Bed
- French Alley (traveling in France)
An example DAE post is “DAE, when reading a book while traveling, hide the book cover from fellow travelers?”
An example TIL post is “TIL Paul Simon was originally writing a song about Eleanor Roosevelt, but the director of “The Graduate” made him change it from Mrs. Roosevelt to “Mrs. Robinson” to use in his new movie.” (Maybe this isn’t travel related, but who knew!?)
Participate in comment threads
The next thing you should do is start building your comment karma by participating in the comment threads of other users posts. Generally users have more comment karma than link karma. Users who only submit links and never interact with other posts may set off a red flag to the algorithm which is seeking to eliminate spam and bots to keep its user base happy. Once you establish yourself as more than just a lurker or self-promoter, you may start posting content.
How to intelligently post to Reddit
A common mistake for beginners is to place all posts on the extremely general Reddit.com subreddit. It is a Reddit best practice to post on more niche subreddits where you won’t be immediately buried by newer posts. Post to the most specific active subreddit you can find, and give it a captivating title.
If posting an image, I suggest using Imgur, and linking with the ‘Direct Link’ option. This ensures your post will include a thumbnail, and users with the popular Reddit Enhancement Suite will be able to expand the image without leaving the website.
If people comment on your posts, be sure to respond to them. And when doing so, make sure to speak like a normal person, not someone with marketing speak. While that should all go without saying, marketing through Social Engagement can be very confusing to some people.
Tracking Reddit traffic using Google Analytics
If you’re using Reddit for your brand, then you want track the traffic it sends to your website to monitor the user behavior of this audience. The three fields I would track are Source (Reddit.com), Medium (subreddit), and Campaign (Title of your post). Creating the URL extension to track these fields through Google Analytics can be done through the free tool Google URL Builder.
What is awesome content?
Continue the cycle of being an active commenter on the subreddits of your brand. Give some upvotes, give some downvotes, and post some awesome content. What is awesome content? Awesome content is something creative, shareable, and relevant. This could be the topic of its own post, but some quick examples include:
- A beautiful photograph
- A video I can’t take my eyes off of
- Something provocative
- Something politically charged
- It’s a blog post that answers specific questions from others
- Something comical
- Reddit memes