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You’d be forgiven for being frightened of marketing on Reddit. It’s a goldmine for users but a minefield for anyone even hinting at self-promotion.
Yet despite the risks, some marketers have managed to pull it off.
In this post I’m going to cover five brands that have overcome the obstacles and achieved some positive results on Reddit.
On paper the answer is the former: 7.87bn monthly pageviews and 203m unique monthly visitors at the time of writing.
Not to mention engagement levels most sites can only dream of and ready-made communities for every topic or industry you can imagine.
But is all that Reddit traffic actually of any value to marketers, or should we just leave the whole terrifying place well alone and go back to the safety of the tried and tested social networks we know and love?
Reddit bills itself as the "front page of the Internet" and with nearly 170m unique visitors each month, it has become an increasingly attractive target for marketers.
But can marketers look past the company's ongoing internal struggles?
The BBC’s experimentation with new methods of content distribution has continued apace with the creation of a new subreddit and a separate Reddit video news channel.
Officially unveiled in June, the news channel hosts a range of the BBC’s latest videos while the subreddit acts almost like an RSS feed.
Reddit received 114m unique visitors last month from more than 190 countries, so it’s easy to see why the BBC would want to try and establish a presence on the site.
In truth it’s likely that the BBC already gets a decent amount of traffic from Reddit, though no official figures are publicly available.
Matthew Danzico, head of the BBC’s Innovation Lab, explained that the new subreddit and video channel are part of a wider objective of trying to understand how to distribute content to an increasingly fragmented audience online.
Here it is everyone, your bi-weekly dose of digital marketing stats.
This week it includes Tumblr's influence on TV engagement, PPC, Facebook marketing, Reddit's referral traffic and the Internet of Things.
And for more statistical goodness, download the Econsultancy Internet Statistics Compendium...
Reddit is a veritable goldmine for useful, interesting or downright bizarre content, making it a perfect tool for procrastination.
And one need only take a look at the stories that crop up in the mainstream media in the days after they first appeared on Reddit to see the site’s influence on the news agenda.
But is it any use to publishers seeking to gain additional readers, or social managers looking to drive engagement with a new community?
According to data from SimilarWeb, the UK’s main newspapers get a large proportion of their social referrals from Reddit.
Occasionally you see an incredulous question posted to reddit, along these lines: “What job do you have that allows you to browse reddit?”
I happen to think that all kinds of professionals should keep a close eye on reddit, as it is an ever-changing repository of the best content and discussion on the internet. Yes, there are too many cat gifs, but scratch below the surface and it is a fantastic place to find inspiration, examples, insight and expertise.
I thought I’d provide an overview of some of the categories (aka ‘subreddits’) that are worth subscribing to. Each of these subreddits has plenty to offer, especially for those of you - like me - who work in the digital industry. Creative and marketing folk would do well to tune in.
For the uninitiated, The Observer's Tom Lamont recently published an insightful feature on reddit, which covers a lot of ground. Be sure to install the Reddit Enhancement Suite and download Alien Blue for your smartphone. Both are world class examples of apps that help extend and improve on the overall experience of a website (in terms of usability, and content access / discovery / bookmarking).
Right then, where shall we start?
To bring karmic balance after yesterday’s bile-dripping 15 worst things to happen to the internet in 2013, here’s a bumper crop of joy.
It’s all very well looking forward to next year and seeing what technological advancements will improve our lives significantly in the future, but if we don’t look back at what came before and collate them in an arbitrary order within the confines of a blog-post, then surely we are doomed to repeat our mistakes because we didn’t spend long enough dwelling over our collective achievements
And if that’s not a specious excuse for a list-based round-up of the year, then call me Alex Zane and give me a job of presenting mediocre YouTube videos on the telly at 2am.
Here are the best things to happen to the internet in 2013, in our award-winning content team’s not-quite-so-humble opinion.
Whether comments are made on a blog, or spread across the social web, every business wants customers to make a (positive) noise about them.
But while they are great for increasing engagement, comments come with problems of their own.
In a week which has seen YouTube finally take steps to clean out the well of eternal torment that it uses as a comment section, and Popular Science is doing away with the chatter altogether, I thought it would be a good opportunity to look at the various systems in place around the web designed to keep us talking...
You probably haven't heard of Explain Like I'm Five. Only about 250,000 people have.
‘ELI5’ is a subreddit, a stream on the content behemoth Reddit. And it's an amazing example of community in action, one that's been taken to a new level by the people running Reddit recently, with a small move that should be front of mind for any brand attempting to build a community.
Here at Econsultancy, we are big fans of the Reddit AMA, where a notable business person, politician, or often a celebrity sit down to answer point blank questions from the community. Recently, Lars Rasmussen, Facebook’s Director of Engineering, did an AMA and explained Graph Search in as simple a way as possible.
The thread, which reveals that Graph Search has been in development since Summer 2011, includes many elements a marketer can skip (including Rasmussen's experience on one of Zuckerberg's famous walks, and the "best and worst things about working at Facebook") but also the most straightforward "tech in non tech speak" explanation of Graph Search since Rasmussen was asked to explain it like he was talking to a five-year-old.
A free and open internet is the most efficient market place in the world and needs to be protected, according to Reddit co-founder Alexis Ohanian.
The internet entrepreneur kicked off TNW 2012 in Amsterdam with a keynote that highlighted the power of the internet to innovate and create new businesses, and the threat posed to e-commerce by SOPA and CISPA.