Haroon Bin Zahid
School of Continuing Studies, York University
CSBA2200 – Marketing Fundamentals
Presentation Date: 31 May 2022
REDDIT - INTRODUCTION
It’s a massive collection of forums where people can share news and content or comment on other people’s posts.
The main features of Reddit:
Posts: It can only be submitted by users with a Reddit account. Posts have a comments section where other
users can discuss the post.
The up/down voting: It allows Redditors to vote up and down on posts. This feature is what defines Reddit and
sets it apart from traditional forums.
Subreddits: They are categories, and every post is placed into a single subreddit. Redditors subscribe to
subreddits that interest, allowing them to follow specific types of content more closely.
Karma: It is a metric given to Redditors that represent their contributions to Reddit. Each Redditor has "link
karma" and "comment karma".
Inbox: Every Redditor has an "inbox" which contains a record of comments, private messages
GOALS OF REDDIT
To provide a social space where content creation and publications are made easy
To let Redditors frequently give their opinion themselves by votes up and down
To Generate revenue on advertisements
WAYS IN WHICH REDDIT CAN BE USED BY
Reddit provides a fantastic platform for research into company strategy and direction
Companies can pay to promote posts on Reddit as well. Paid Reddit posts are automatically
pinned to the top of the subreddit page.
To market organically
Reddit can be a great way to help drive the conversation or to insert your brand or company
into conversations pertaining to your product or industry.
BRANDS THAT ARE USING REDDIT FOR MARKETING
They took benefit of the sites streaming feature and created a web series where celebrities answered
Redditor’s questions while speeding in Audi’s latest car.
In the Formula 1 subreddit, Toyota promoted a video showcasing two Supras racing it out.
• Diverse user base
• Reddit karma
• Variety of topics
• Outdated design
• May deviate user from path
• Rules not followed
• Have a chance to become the
• Can be merged by top search
• Become a social media platform
• Freedom of reddit was gone due to
new censorship laws
• Truth is misled by up votes
• Promotion of unusual content
MITSUBISHI MOTORS CANADA X REDDIT
Target: Interest targeting based on key
Mitsubishi audiences and topics.
Mitsubishi Motors Canada launched an all-
new Outlander SUV for 2022. As a challenger
brand built on innovation, Mitsubishi felt right
at home on Reddit, driving awareness and
incremental reach in Canada through Category
Takeovers and Promoted Video.
Video assets showed the 2022 Outlander in
action allowing Redditors to take a closer look
at the SUV.
MITSUBISHI MOTORS CANADA X REDDIT
45% Higher CTR than Reddit’s benchmark for category Takeovers on mobile.
62% More reach per dollar compared to other social channels.
99% New users – these users have never visited the Mitsubishi site before.
Mitsubishi saw an opportunity to engage with specific audiences that they struggle to
reach on other platforms. Launching the campaign was very smooth, especially
considering they were the first advertisers to launch in Canada.
• 430 million users globally
• 222 million alone in US
• 18% of adults
• 17% of white and Black people, 14% of Hispanics
• 36% of 18–29-year-olds, 22% of 30–49-year-olds
• 20% of those earning $50K-$74,999, 26% of those earning $75K+
• 20% of those with some college education, 26% of those with more than a
• Growing user base: The site’s active users climbed 44% in 2020 to hit 52
million. Unprecedented events like the GameStop investment craze, (which
was driven by the subreddit r/wallstreetbets) continue to drive — and
demonstrate — the site’s power.
• Cookie-proof targeting: Major tech companies have announced plans
to eliminate cookies that let brands target users based on their online
behaviors. Reddit advertising offers a broad audience that’s already self-sorted
into groups based on interest, location and activity.