Reddit has gone ahead and shared insights into effective marketing approaches in the app along with how brands have been driving success through Reddit promotions. Depending upon engagement trends, four key trends have been highlighted which are helping brands boost engagement and helping users create compelling in-app activations.
These trends are UGC social proof, nostalgia driven storytelling, niche inspired campaigns and campaigns which gets unfolded but not just launched. For all of these trends, Reddit has shared an overview which includes in-app communities and development notes.
Communities like 90s kids are places where people remember about their childhood. Brands have been revisiting their roots from nineties and early 2000s. They talk about the early internet energy making it an ideal environment for campaigns which were rooted in emotions, memories and shared cultural moments. This would be helping the brands show their community understanding and develop credibility. It will help them decide on the emotional role the product played in everyday life. Pulling from brand archives will help to lean into visuals which feel true to the era.
Brands are looking to earn the Reddit stamp of approval and if Reddit likes a product it must be good. Organic sponsored content isn’t allowed on Reddit and in case someone likes a product, it carries a different kind of credibility.
Niche inspired campaigns make more sense today as consumers have shifted to what matters to them. Attention has reached out to lives in streaming platforms and conversations on reddit. This has led to the growth of cultural relevance and niche culture. Reddit has built up on invested communities, obsessions and hobbies. This feels less like targeting and more like a conversation. Brands investing time in understanding how redditors talk about a topic are the ones which tend to stand out.
In case of niche campaigns, it helps in finding the obsession connected to the brand. Creative assets should feel they have been found and not designed. Look to create assets which feels like they have come from the community itself.
Campaigns which unfold matter more than just getting launched. Best campaigns are ones which have been co-authored publicly. They should be designed so that they can be evolved in parallel with the community discussion it creates. One can start with sticky creative platform at launch and then let the community show where they would want to go.
Brands should reward conversation with unexpected responses from the brand. Comments can be turned into quick visual, make a meme and show redditors that you are creating a story with them. Let the community decide whether your brand is a character in the story and in case they naturally weave into conversation, it is a sign that brands can participate further.
Trend has been changing and now people have been turning to platform like Reddit as a research tool for uncovering emotional drivers, product reviews and internet trends which people tune in for every day. With more and more brands incorporating Reddit in their campaign development process. It means that it is up to the marketers to know what communities to follow, how to engage and when to bring Reddit point of view to the masses.
More and more brands are including Reddit in their campaign development process which implies it is up to the marketers to know which communities to follow, how to engage and when to bring Reddit point of view to the masses.
I think this platform would definitely help the brand to generate organic branding for them and build trust in them. Things have been changing and brands have realized that Reddit is one of the platforms which they should not ignore.
