How to authentically build community on Reddit, from a Reddit alum
The 3 foundational steps to a strong Reddit strategy
We’re back with another #ForYou, By Them, our monthly Q&A series…
Let’s be honest: Reddit is a mysterious platform.
For those of us working in social, it’s rarely been at the top [or even the middle] of our priority list. But that might actually be a mistake.
“Culturally, I believe it's one of the last places on the internet where people are actually having honest conversations,” said Erin Hirsch, a Reddit alum who worked there for 8 years and is now consulting for brands.
We went to Erin because it feels like we’ve spent years wondering what to do on Reddit, only to can the conversation in favor of a more friendly platform. Because Erin’s right. Reddit is so honest that it’s developed a reputation as a very tough place for brands to be.
All the more reason to figure it out.
Erin’s tips are so damn useful. If you’re anything like me, you’ll leave thinking, “Okay, maybe I can do this.” That’s because she lays out the why and the how, including how to build your foundation and ways to make nice with the moderators.
[Like it or not, they are in charge of your brand on Reddit.]
If nothing else, it’s valuable to plug into your social listening strategy. There aren’t many other places where you’ll find this sort of unfiltered feedback, and that’s why Reddit has become such an integral part of search. Plus, isn’t it nice to feel like every review isn’t an ad? [cough TikTok]
[This interview has been edited for length and clarity!]
M.T. Deco: Let’s get the obvious out of the way - what’s your thesis on why brands should be on Reddit?
Erin Hirsch: Definitely and honestly, the timing couldn’t be better. Reddit is having a real moment. Not only is it where tons of cultural conversations start, but now it’s also showing up more in Google search results. That means Reddit isn’t just for Redditors anymore; it's shaping what people see and think when they're searching online. Think of the people you know who now say, “I just type in ‘review of something + Reddit’ to get the answers I need.”
Culturally, I believe it's one of the last places on the internet where people are actually having honest conversations. If you want to understand what your audience really cares about, completely unfiltered Reddit gives you that window. It’s a smart place to invest if you want to stay relevant and connected.
A lot of brands aren’t sure where to begin. What are the first three steps you’d give them to build a solid foundation?
EH: I’ll give you three ways that any brand can get started.
Start by listening: Spend time in relevant subreddits just observing. Get a feel for how people talk, what they care about, and what kind of content actually resonates. Are people talking about your brand, or is there no conversation whatsoever…
The rest of this interview is exclusive for paid subscribers. For more from Erin on the 3 first steps brands should take on Reddit, how to interact with mods and handpicked examples of brands doing it right on Reddit + more, upgrade to paid ⬇️