Diving into the world of Reddit marketing, we’re thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has helped countless businesses craft impactful campaigns to nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers a unique perspective on how brands can authentically engage with Reddit’s vibrant communities. In this interview, we explore the nuances of navigating Reddit’s distinct culture, the evolving tools and strategies for brand success, and the platform’s growing influence in search and AI-driven landscapes.
How did your journey with Reddit begin, and what drew you to focus on this platform for brand engagement?
I’ve been fascinated by Reddit for years because it’s unlike any other platform. I first got involved as a user, just exploring communities and soaking in the raw, unfiltered conversations. Over time, I noticed how much influence these discussions had on consumer behavior, especially in niche markets. As a Demand Gen expert, I saw an opportunity to help brands tap into this authentic space—not through traditional ads, but by genuinely participating in the dialogue. That’s when I started diving deeper into Reddit’s mechanics and culture to build strategies that resonate.
What shifts have you observed in how brands approach marketing on Reddit over the years?
When I first started, many brands treated Reddit like just another social media channel, blasting out promotional content without much thought. They quickly learned that doesn’t fly. Over the years, I’ve seen a shift toward understanding Reddit as a community-first space. Brands are now more focused on building trust and credibility before even mentioning their products. There’s also a growing reliance on data and tools to track engagement, which has made strategies more sophisticated and tailored to specific subreddits.
Why do you think brands often struggle to strike a balance between promotion and genuine community involvement on Reddit?
Reddit users are incredibly savvy. They can spot inauthenticity from a mile away, and they’re vocal about it. Brands often struggle because they’re wired to prioritize ROI and push sales, which clashes with Reddit’s ethos of value-first interaction. Many don’t take the time to understand the platform’s unwritten rules or invest in becoming part of the community. It’s not just about posting; it’s about listening and contributing in a way that feels organic, and that’s a mindset shift a lot of marketers aren’t prepared for.
Can you elaborate on Reddit’s anti-promotional culture and how it shapes a brand’s strategy?
Reddit’s anti-promotional culture is rooted in its users valuing authenticity over anything else. If you come in with a hard sell, you’re likely to get downvoted or banned. This means brands have to rethink their approach entirely. Instead of leading with their product, they need to focus on solving problems, sharing insights, or sparking meaningful discussions. It’s about earning the right to be heard, which often means months of non-promotional engagement before even hinting at what you offer. Patience and subtlety are key.
What’s one of the most common missteps you’ve seen brands make when they first dive into Reddit marketing?
The biggest mistake is not doing their homework. Brands often post the same content across multiple subreddits without considering each community’s unique rules and vibe. They think if they follow the written guidelines, they’re safe, but they miss the cultural nuances. I’ve seen accounts get banned or content removed because it felt like spam, even if it technically wasn’t. It’s a harsh lesson that you can’t treat Reddit like a one-size-fits-all platform.
How can brands get a better grasp of the unique culture and rules within different subreddits?
It starts with immersion. Spend time lurking in the subreddits relevant to your industry or audience. Read the pinned posts, sidebar rules, and top threads to understand what’s valued. Pay attention to how users interact, the tone they use, and what kind of content gets upvoted. Engaging with active members and even moderators can also give you insider insights. It’s like learning a new language—you’ve got to live it to get it right.
What practical steps should a brand take to ‘read the room’ before jumping into conversations on Reddit?
First, observe without acting. Watch the flow of discussions for a week or two. Note what topics are trending, what questions keep popping up, and how people respond to different types of posts. Look at the most active users and see what they’re passionate about. Then, start small—comment on threads where you can add real value, not just to get noticed. This helps you gauge the community’s temperature and build a feel for what’s acceptable before posting anything significant.
You’ve emphasized that being helpful is the cornerstone of Reddit success. Can you share an example of how a brand can do this well?
Absolutely. Let’s say you’re a tech brand. Instead of posting about your latest gadget, find a subreddit where users are asking for advice on tech issues. If someone’s struggling to choose between devices, jump in with a detailed comparison that educates them, without directly pushing your product. Maybe link to a helpful resource or share a personal tip. Over time, users start seeing you as a go-to source for knowledge, and when they’re ready to buy, your brand is top of mind. It’s about planting seeds through value.
How long should brands expect to wait before seeing tangible results from their Reddit efforts?
It really depends on the goals and the industry, but generally, I tell brands to think in terms of 6 to 12 months for meaningful impact. If you’re consistent and authentic, some results—like increased engagement or subreddit growth—can show up in as little as 3 months. Factors like how niche your audience is, how active you are, and whether you’re hitting the right communities play a big role. It’s a slow burn compared to paid ads, but the trust you build is worth it.
What are some realistic goals for a brand just starting out on Reddit in their first few months?
In the first 3 to 6 months, focus on laying a foundation. Aim to establish a presence in one or two relevant subreddits by consistently contributing valuable comments or posts—think 5 to 10 meaningful interactions per week. Build a small but engaged following for your brand’s subreddit if you have one, maybe targeting 100 to 200 members. Most importantly, set a goal to learn the platform’s quirks and get feedback from users. Success at this stage is more about credibility than numbers.
How do tools like Reddit Pro support brands in measuring their performance on the platform?
Reddit Pro is a game-changer for brands because it offers insights you can’t get from just eyeballing your posts. It helps track engagement metrics like upvotes, comments, and impressions, so you can see what’s resonating. You can also monitor how your content performs over time and identify which subreddits are driving the most interaction. I recommend focusing on engagement rate and sentiment in comments—those tell you if you’re truly connecting with the community, not just getting views.
With new features like Dynamic Product Ads and AMA Ads, how are opportunities for brands on Reddit evolving?
These features are opening up new ways for brands to engage without feeling overly pushy. Dynamic Product Ads, for instance, allow for targeted, relevant promotions that can deliver strong returns if done right. AMA Ads streamline the process of hosting authentic Q&A sessions, which can build trust fast if you’re transparent. They’re changing the game by giving brands more structured ways to interact while still respecting Reddit’s community vibe. It’s a balance of promotion and value that wasn’t as accessible before.
How can a brand in a competitive space like consumer electronics grow their subreddit without seeming overly promotional?
For a consumer electronics brand, the key is to position your subreddit as a hub for problem-solving and discussion, not a billboard. Post content like tutorials, troubleshooting guides, or polls asking for user opinions on tech trends. Encourage community members to share their own experiences with gadgets, not just yours. Avoid constant product plugs—maybe mention your brand once every few posts, and only when it’s relevant. Focus on fostering a space where users feel heard, and growth will follow naturally.
What’s your advice for creating content on Reddit that truly helps users with their challenges or decisions?
Start by identifying the pain points or questions your target audience has—Reddit is full of threads where users lay out exactly what they need. Then, craft content that directly addresses those needs without a sales pitch. Think guides, comparisons, or personal stories that offer actionable insights. Keep the tone conversational, like you’re chatting with a friend. And always invite feedback or questions in your posts to spark dialogue. If users feel you’re helping them first, they’ll trust you more.
As Reddit becomes a major source for AI systems and search results, how should brands adapt their content for better visibility?
Brands need to focus on creating high-quality, problem-solving content that answers specific questions users might search for. Use natural language that mirrors how people ask questions on Google or in AI chats. Be detailed—think long-form posts or comments that dive deep into a topic. Include keywords relevant to your niche, but don’t stuff them; just weave them in organically. Since Reddit content often surfaces in search and AI responses, being a trusted voice in discussions can boost your brand’s visibility significantly.
What role does a strong Reddit presence play in a brand’s broader search engine strategy today?
A strong Reddit presence is huge for search strategy right now. Reddit threads often rank high on Google because they’re seen as authentic user-generated content. If your brand is part of those conversations—especially with helpful, detailed posts—you’re more likely to show up in search results. Plus, with AI systems pulling from Reddit for answers, your content can influence what users see in chatbots or voice searches. It’s a powerful way to build organic reach and credibility that complements paid search efforts.
What’s your forecast for the future of Reddit marketing in the next few years?
I think Reddit marketing is only going to grow in importance as more brands realize its potential for authentic engagement. We’ll likely see even more tools and ad formats tailored for businesses, making it easier to balance promotion with community value. As AI and search continue to lean on Reddit’s content, brands that invest in a strong presence now will have a serious edge. I also expect subreddits to become even more niche and specialized, which means brands will need to double down on hyper-targeted strategies to stand out. It’s an exciting space to watch!
