Part of our work at OGS Media with Reddit is making it easier for brands to get on the platform the right way: transparent, authentic, and really connecting with your audience. Some of that happens through our partnership, working with various teams at Reddit, testing new features, and sharing insights from the brands we’re currently managing.
Another part of that is through hosting Ask Me Anything (AMAs) like the one I did last week on r/RedditForBusiness.
The questions that came in reminded me why this work matters. After nearly two decades on the platform and working with brands like TikTok, Purple, and Asurion, I see how brands are genuinely trying to figure out Reddit. The AMA drew questions from marketers across industries, from early-stage startups to enterprise brands, all working to understand how to show up authentically.
Let me walk you through the biggest themes that emerged and what actually works on Reddit.
The Biggest Mistake Brands Make (And Why It Happens)
Multiple people asked variations of the same question: “What’s the biggest mistake brands make when they first start marketing on Reddit?”
“Most brands find Reddit through their online marketing teams. They see that Reddit is showing up in Google search results or they see it in LLMs. But when looking at who should give Reddit a try, it still ends up landing in their online marketing teams. Online marketers have been held to ROI numbers for so long, it’s how they look at their engagement on Reddit.
There’s an interest in being on Reddit because it’s popular and important, but there’s not enough time spent understanding why Reddit is important and that’s what I think is the biggest mistake brands make.”
The root problem? Brands need to understand what makes Reddit so powerful in the online user’s journey, how subreddits operate as individual communities with their own rules, culture, and expectations. How the journey to learning and making decisions is as important as the outcome.
When one marketer asked how to avoid the anti-promotional backlash, I explained:
“As for the line between contribution and self-promotion, I think that’s often more of a feeling than a line. It takes understanding the community, what they expect and need, what they appreciate and what they despise. The best marketers know how to ‘read the room’ and know their audience, start with being helpful first, and wait for that moment when what they have to offer is what you’re asking for, so that they’re never selling you…
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