By now, everyone has heard of Reddit, but learning the ins-and-outs of this community can be challenging, to say the least. This especially applies to brand strategists who want to engage Redditors, and often fail miserably. Redditors can spot brand manipulation like few other audiences.
Reddit has been around since 2005, and the community can be quite influential; take a look at some of the charitable and fundraising efforts launched by Redditors, for example.
If you decide that Reddit might make a valuable addition to your marketing strategies, do not plunge right in. This is a community, with its own rules of governance. It is imperative that you take the time to learn and respect these rules. Reddit provides a great FAQ that addresses how to become a valuable member of the community. Taking a few minutes to understand how to operate within the community can provide great dividends for your brand.
Nissan did just that in November 2013 when it partnered with Amazon to engage Redditors. The managers of this campaign did a great job of being authentic and transparent, two absolute musts that are sacred within Reddit. For an overview of the campaign and the results, check out: http://digiday.com/brands/nissan-reddit/ or http://digiday.com/brands/brands-reddit/
This case study, coupled with understanding the Reddit community, can help brands engage in a new way that leads to strong relationships among this consumer base. Brand strategists will have to decide for themselves whether this platform is worth the investment effort.