Reddit is a social media, social news aggregation, web content rating, and discussion website. Reddit’s community members can submit content, such as text posts, photos or direct links. Registered users can then vote submissions up or down to organize the posts and determine their position on the site’s pages. The submissions with the most positive votes (“upvotes”) appear on the front page or the top of a category. Content entries are organized by areas of interest called “subreddits.”

In general, Reddit is a difficult community to market in, as the core user base has a suspicious attitude toward digital marketing. Obvert marketing messages and article sharing with the purpose of marketing can result in the user being banned or suspended by the Reddit community.

Marketing campaigns are best on Reddit if they are grassroots and subversive. They should appeal to “fringe” segments of your audience, and it helps if you have a product or service that is outside the mainstream or edgy.