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How to use Reddit for Marketing

What is Reddit?  

Reddit is a popular online platform that functions as a social news aggregation, discussion, and community forum. Users, also known as “Redditors,” can submit links, images, and text posts to themed communities called “subreddits.” These subreddits cover various topics, including news, entertainment, technology, sports, and more. Users can upvote or downvote posts and comments, determining their visibility and ranking on the platform.

Reddit operates on a karma system, where users earn points based on popularity and engagement. Additionally, Reddit allows threaded discussions, enabling users to reply to posts and engage in conversations. It fosters a diverse and dynamic community-driven experience where users can share content, ask questions, participate in discussions, and discover new interests through various subreddits.

Why Nonprofits Should Market on Reddit

  1. Targeted and Engaged Communities: Reddit comprises numerous specialized communities, known as subreddits, dedicated to specific interests and topics. Nonprofits can find relevant subreddits aligned with their cause and engage with passionate and knowledgeable users who share a genuine interest in the subject matter. This targeted approach allows nonprofits to connect with a predisposed audience to care about their cause.

  2. Authentic Engagement and Discussion: Reddit is known for its emphasis on authentic engagement and discussion. Nonprofits can participate in conversations, answer questions, and provide valuable insights within relevant subreddits. By engaging authentically and providing helpful information, nonprofits can establish themselves as trusted voices within the community, increasing awareness, support, and credibility for their cause.

  3. Opportunity for Storytelling: Reddit offers nonprofits a platform to share compelling stories about their mission, initiatives, and impact. Through well-crafted posts and comments, nonprofits can communicate their organization’s values, success stories, and the people they help. Reddit’s format allows for rich storytelling and can elicit emotional responses from users, potentially leading to increased engagement, support, and donations.

  4. Crowdsourcing and Feedback: Nonprofits can leverage Reddit as a source of valuable feedback and insights. They can seek opinions, ideas, and suggestions from the community regarding their projects, campaigns, or challenges they face. The Reddit community often appreciates being involved in the decision-making process, and their feedback can provide valuable perspectives and help refine nonprofit strategies and initiatives.

  5. Grassroots Support and Volunteer Recruitment: Reddit communities can serve as a resource for nonprofits to find enthusiastic volunteers and supporters. By actively engaging with users and sharing information about volunteer opportunities, nonprofits can tap into a passionate pool of individuals willing to contribute their time and skills to the cause.

  6. Potential for Viral Exposure: Reddit has a viral content history, and if a nonprofit’s content resonates with the community, it can quickly gain significant visibility. A well-crafted post or comment that resonates with users can be upvoted, shared, and reach a wider audience beyond the original subreddit. This viral exposure can increase awareness and attract new supporters to the nonprofit’s cause.

How to Market on Reddit  

Participate in Relevant Subreddits:
Identify and join subreddits that align with your nonprofit’s mission or cause. Engage in discussions, provide insightful comments, and answer questions related to your expertise. Be active in the community by sharing valuable information, resources, and stories that resonate with the subreddit’s users. Avoid being overly promotional and focus on building genuine connections with the community.

Utilize AMA (Ask Me Anything) Sessions:
Consider hosting an AMA session on a relevant subreddit. AMAs allow nonprofits to directly engage with the Reddit community and answer questions about their organization, initiatives, or impact. It allows for authentic and transparent communication, fostering trust and increasing awareness. Prepare thoughtful and informative responses to make the most of the AMA session and generate meaningful discussions around your cause.

Share Compelling Stories and Visual Content:
Reddit users appreciate compelling stories and visually appealing content. Leverage this by sharing impactful stories, case studies, success stories, and relevant news related to your nonprofit’s mission. Utilize images, videos, infographics, or other visual content formats to capture attention and enhance engagement. Craft titles that are concise, intriguing, and accurately represent the content you are sharing. Remember to respect the subreddit’s guidelines and avoid excessive self-promotion.

Tips for Advertising on Reddit

By creating a Reddit Ads account and defining their advertising objectives, nonprofits can select relevant targeting options to reach their desired audience, whether it’s through specific subreddits or broader audience characteristics. They can set their budget and create compelling ad creative that captures the attention of Reddit users and communicates their mission effectively. Regular monitoring and optimization of ad performance help nonprofits refine their strategies and maximize their impact.

It’s important to note that Reddit has its own advertising policies and guidelines. Familiarize yourself with these policies to ensure your ads comply with the platform’s rules.

  • Building content in a 4:5 aspect ratio is best for both images and videos
  • Add closed captions (CC) to drive performance and engagement
  • Optimize your headline copy to be 150 characters or less
  • Include your brand’s logo in the creative (the upper left corner works best)
  • Keep videos less than 60 seconds 

Brands that added CC to their video ads were 2.1X more likely to see a positive lift in Brand Favorability.



Reddit marketing can be a powerful tool for organizations to connect with their target audience, drive traffic, and build brand visibility. Nonprofits can effectively leverage Reddit’s potential by understanding the platform, participating authentically, creating compelling content, and engaging with the community.

Remember to approach Reddit marketing with respect, authenticity, and a genuine desire to contribute, and you’ll be on your way to harnessing the full benefits of this dynamic platform. Are you ready to maximize your Reddit marketing strategy? Let’s talk!

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