How to build a Reddit strategy as a B2B brand

Understanding Reddit

Reddit is organised into thousands of topic-specific communities called subreddits, each moderated by volunteers who set their own rules. Users vote content up or down, creating a system where helpful (or controversial) contributions shine, and promotional noise gets deleted.

What has changed recently is Reddit’s reach and influence. With over 115 million daily active users (up 19% year-over-year), 69% of whom aren't on LinkedIn, Reddit has become a parallel universe of B2B conversation happening outside typical networks. Reddit adoption is particularly widespread among software developers, with 54% saying they use the platform consistently, presenting an opportunity for developer tech brands. 

Tech decision-makers use Reddit extensively as well. 72% use it for peer reviews and 49% for product research. Buyers are looking at Reddit for authentic peer opinions as other platforms become increasingly saturated with noise.

The strategic value

5% of your market is actively buying at any moment. Reddit is where you can serve the other 95% to build credibility and shape perceptions long before a purchase decision.

When a prospect finally enters buying mode and searches for reviews or comparisons, Reddit threads often rank first. In fact, it’s becoming increasingly common for people to simply add “Reddit” to the end of Google searches just to find authentic, open discussions and avoid the noise elsewhere.

Not being part of that conversation could mean that someone else is defining your narrative.

Getting Reddit right

Listen first

Search your brand name and relevant subreddits to understand existing conversations. For example, if you’re looking to target developers, take a look at r/saas, r/devops, and r/softwaredevelopment.

This insight mining might reveal a misconception that needs addressing or a new feature request to raise with your product team.

Add value, don’t advertise

Redditors are allergic to corporate-speak and promotional content. Reddit is not LinkedIn. Heavy-handed brand presence gets downvoted and removed by moderators. Instead, share practical insights and acknowledge any product limitations. 

Credibility compounds over time. In the long term, you might look to create an AMA (“ask me anything” – an opportunity for the community to ask questions to a subject matter expert) or a post inviting broader discussion around a hot topic. But only after you've earned trust through consistent, helpful participation.

Some larger brands may already have a community-led subreddit. But if you don’t, then – at least for 99% of B2B brands – starting your own subreddit is a ghost town. It takes massive resource investment to make it worthwhile. You’d be better off meeting users where they are already gathering.

Identify internal Reddit champions

Some of your engineers or product specialists may already be familiar with Reddit. These subject matter experts can engage authentically, disclosing their role subtly (e.g. “I work as an engineer at [your company]”) while focusing on solving problems and answering questions, not selling products.

Keep it authentic. The comms team can flag relevant threads, then SMEs draft responses, with a light review for tone.

Look at paid

Reddit Ads can work well for targeting niche roles. Ads tailored to specific technical communities can lift awareness and high-quality lead volume, but only when the creative looks native and educational.

Investment can also be used to boost the organic posts from your subject matter experts (whitelisting), rather than just running standard banner ads. 

Measuring what matters

Forget vanity metrics. First, identify what your chief business objective is from engaging in Reddit, then craft metrics aligned with that overarching goal. Track these qualitatively rather than obsessing over your number of upvotes.

Some metrics might be:

• Increased mentions in targeted subreddits
• Quality of conversation (sentiment itself can be hard to measure because Redditors can be highly sarcastic. Something more qualitative, highlighting any wins each month, will matter more in B2B than “number of upvotes.”)
• Growing visibility of insights in Google and AI search results (through highly ranked Reddit threads).

Track and learn over time. Use these metrics as early signals of what is resonating. Feed learnings into your broader content and comms strategy.

The bottom line

With AI search tools and Google increasingly surfacing Reddit content, having a thoughtful presence on Reddit is becoming important. Engaging successfully on the platform about community engagement and ensuring your brand's story is told accurately. 

Want to explore Reddit for your B2B brand? Get in touch.