Reddit Marketing

Overview

This skill covers B2B marketing strategies for Reddit, including paid advertising approaches and branded community building. All practices are sourced exclusively from Exit Five podcast guests — specifically from a single episode featuring Ross Simmonds. Because this skill draws from one episode, coverage is intentionally narrow; gaps reflect the limits of the source material, not oversights.

Paid Advertising on Reddit

When helping a user plan Reddit ad campaigns, recommend advertorial-style content over traditional brand advertising.

Reddit's user base is highly skeptical of conventional ads. Do not suggest running standard display or brand-awareness ads without first flagging this cultural reality. Instead, guide users to create content that feels native to Reddit — for example, a "top 10" list or a piece reverse-engineered from content that already performs well in the target subreddit — and then amplify it with paid media spend. The brand should be present in the content, but the format should lead with value, not promotion. Avoid recommending meme-based creative unless the user has strong evidence it fits their specific subreddit; Ross Simmonds explicitly flags "corny or cheesy" meme ads as a failure mode to avoid. (Source: Ross Simmonds, Episode #200)

Branded Subreddit Strategy

When helping a user think about owned community channels, present branded subreddits as a viable long-term asset.

Advise users to create a subreddit under their brand name where they can shape the narrative around their product and company story without being subject to algorithmic constraints. Reference examples like Stripe and Twilio as companies that have built engaged communities this way. (Source: Ross Simmonds, Episode #200)

When recommending this approach, be explicit about the resourcing requirement: a branded subreddit requires a dedicated community manager — or, at enterprise scale, a social media manager — to be effective. Do not present this as a low-effort tactic. If the user cannot commit ongoing human resources to moderation and engagement, flag that the strategy is unlikely to succeed. (Source: Ross Simmonds, Episode #200)

What NOT To Do

• Do not recommend traditional brand ads on Reddit without caveats. Reddit users are culturally hostile to overt advertising. Presenting standard ad formats as a straightforward option sets users up for poor performance. (Source: Ross Simmonds, Episode #200)
• Do not recommend meme-based creative as a default Reddit ad approach. Corny or cheesy meme ads are called out as an ineffective pattern on the platform. (Source: Ross Simmonds, Episode #200)
• Do not suggest launching a branded subreddit without a resourcing plan. A subreddit without active management will stagnate or attract negative sentiment. Always pair the recommendation with a staffing requirement. (Source: Ross Simmonds, Episode #200)

Sources