The New Face of Search

Reddit is one of the most influential platforms online, where millions seek authentic discussions and advice from peers, subject matter experts, and thought leaders across myriad subjects. But there’s another reason you see it literally everywhere now (and why it’s impacting your own organic marketing efforts):

Google.

Google SERP prioritizes the sort of user-generated content you see on sites like Reddit and Quora.

For a more in depth look at this, read this post.

In February of 2024, Google and Reddit agreed to give the tech giant access to Reddit posts so it could train AI models and enhance services like Google Search. This partnership led to Reddit links appearing more frequently in search results, especially in product-related queries.

In this piece, we’ll cover how Reddit’s rise is reshaping search, what it means for your brand visibility, and how to integrate your content with Reddit (without getting roasted by community members and mods).

Fast Facts

As of January 2025, Reddit continues hulking up:

“Reddit” is the 6th most Googled word
It’s the 4th most trusted place to search for and research products
Over 100 people add “Reddit” to their search query every second
100k+ Communities (i.e. Subreddits) each focusing on specific interests, industries, or topics
90% of users trust product recommendations they read on Reddit according to a recent survey
Users spend an average of 20 minutes/day engaging each other and niche interest content
People look to be entertained, educated, and inspired

Ensuring your content aligns with why people are there and feeds their interests increases the chances people will follow and share you with their communities.

Integrate Reddit into Your Existing SEO & Integrated Marketing Strategy

Study How People Ask Questions (Your SEO Goldmine)

Reddit content is frequently indexed by search engines, and its prominence in search results has grown significantly. A study by Detailed.com found that Reddit appears in 97.5% of product review searches and accounts for nearly two-thirds of Google's "Discussions and forums" feature. Engaging in relevant Reddit communities can lead to sustained organic traffic to your site (see below for examples).

Moreover, users increasingly add the term "Reddit" to their searches to find genuine, community-driven discussions. For example:

“best beginner mountain bike reddit”
“which VPN works best reddit”
“how to grow basil indoors reddit”

This trend highlights a growing demand for authentic, user-generated content in search results.

Use Reddit to Inspire Community-Focused Brand Content

Reddit is a treasure trove of content ideas. By observing discussions in relevant subreddits, you can identify common questions and topics of interest, informing your content creation strategy both on Reddit and other platforms.

Hyperfocused Paid Marketing

**27% of ad viewers are more likely to buy from** **Reddit ad**s compared to if they see it advertised on other platforms.
One of Reddit’s main benefits to advertisers is that its users trust it more than other networks.
Reddit’s ad platform gives brands the ability to create and place highly-targeted ads based on their audience’s interests, needs, behaviors, etc.

The advantage? You can craft campaigns to niche groups already interested in your industry. In July 2024, Reddit launched Lead Generation Ads in public beta, enabling businesses to collect user information directly on the platform.

Getting Started on Reddit Without Getting Roasted

Reddit can be a goldmine—but only if you show up with the right energy. Here's how to step into the space without stepping on any landmines:

Lurk Before You Leap

Before posting anything, spend time exploring the subreddits where your audience actually hangs out. If you’re in the outdoor space, that might be r/hiking, r/camping, r/climbing—or even niche communities like r/ultralight or r/nationalparks. Notice what people are talking about. Pay attention to the tone. Respect the unspoken rules.

This is digital anthropology, not marketing.

Be Useful, Not Salesy

Redditors aren’t looking for ads—they’re looking for answers. Show up with helpful advice, personal stories, or genuinely interesting takes. Share knowledge that positions your brand as an expert without pushing the hard sell. Think: “Here’s what we’ve learned” instead of “Buy our thing.”

Run a Test Ad (Yes, Just One)

Once you’ve observed the culture and figured out where your audience lives, try a small ad campaign. Reddit’s ad targeting lets you get hyper-specific, and the platform’s analytics will tell you exactly what’s working. Start with one ad, test different copy or formats, and iterate from there.

Low risk, high learning.

Try an AMA (Ask Me Anything)

Hosting an AMA is a smart way to build trust and bring your brand to life. Have someone interesting—your founder, a product designer, a field expert—field real questions from the community. Be honest, be open, and don’t shy away from the weird stuff. That’s half the fun.

Keep an Eye on the Conversation

Use tools like Brandwatch, Sprout, or even just Reddit’s internal search to track mentions of your brand. If people are talking about you (positively or otherwise), jump in. Not with a pitch—but with presence. A respectful, timely comment can do more for your brand than a full-blown campaign.

Red Flags That’ll Kill Your Efforts

Reddit can work wonders for your brand—but only if you treat the space with respect. Here are a few things to keep in mind before you dive in:

If You’re Faking It, They’ll Know

Redditors have world-class BS detectors. If your tone feels corporate, overly polished, or even a little manipulative, you’ll get called out—fast. Authenticity isn’t just appreciated here, it’s required. Speak like a human. Be transparent. Don’t pretend to be someone you’re not.

Every Subreddit Is Its Own Universe

Reddit isn’t one big community—it’s thousands of little ones, each with its own vibe, values, and inside jokes. What flies in r/startups might get downvoted into oblivion in r/frugal. Read the room. Follow the rules. Respect the culture.

Feedback Isn’t Filtered (and That’s a Good Thing)

If you're going to post on Reddit, be ready to hear what people really think. You might get praise, criticism, or a totally unexpected take—and that’s the point. Treat Reddit like a live focus group with zero fluff. The insights are priceless… if you’re willing to listen.

Ready to Supercharge Your Reddit, SEO, and Integrated Marketing Strategy?

Contact Lodematter today to learn more about how we can help your small business grow through Reddit and beyond.

Grow Your Business with Reddit: Why You Need Reddit to Supercharge SEO and Integrated Media