Reddit is inherently simple — think old-school internet forums. And despite — or perhaps because of — that simplicity, it can be overwhelming. I can’t tell you how many rabbit holes I’ve found myself surfing down, only to realize I’ve lost a ton of time or that I’m not doing what I set out to do.

While the time lost to the scroll can feel like just another social platform, thinking of Reddit like LinkedIn or Facebook is a mistake, especially when you put on your marketing hat. While Reddit has a TON of social media marketing potential, it needs a specific strategy to help you build trust with your audience — and avoid comments like “Nice ad, Bro.”

I’ll take you through mistakes to avoid while advertising on Reddit so you can show up authentically and make the most of your brand presence on Reddit.

Table of Contents

• Reddit Marketing Mistakes to Avoid
• When Reddit Marketing Works

Reddit Marketing Mistakes to Avoid

Marketers are starting to take Reddit seriously and with good reason. Social media platforms are increasingly unpredictable. Reddit shows up near the top of most Google search results, and over 101 million people use Reddit daily.

So, what exactly does it mean to take Reddit seriously? In our 2025 State of Marketing report, 57% of marketers surveyed plan to maintain or increase their investment in Reddit, and 8% plan to start using it for the first time.

The signs are clear — if you have the time and budget, Reddit is worth a look, especially with people putting a growing emphasis on authentic marketing. In our 2025 research, 28.78% of marketers reported creating content that reflects brand values as a top strategy in 2024, and that number is holding strong in 2025.

Reddit fits right into that shift. But before you dive in, make sure you read the room and stay away from the biggest pitfalls.

Mistake #1: Treating Reddit Like “Just Another” Social Platform

I have to say, using the words “Reddit” and “social media” in the same sentence doesn’t quite feel right. Even though it predates most social platforms we use today and is inherently social, Reddit doesn’t have the same polish that comes to mind when I think of social media.

My friend Jenn Prochaska, a copywriter and brand messaging specialist, made me laugh out loud when she described Reddit as “Metallica before The Black Album” because it feels much more underground than mainstream.

When I interviewed Bryan Grover and Martin Ceisel — both B2B writers and marketers — for an article exploring Reddit user demographics, they both independently called it the “Wild West.”

Suffice it to say, Reddit is not built for pretty photos or look-at-me style marketing. Instead, communities expect you to pull up a chair, sit down, listen, and share something real.

So, don’t copy-paste your Instagram or LinkedIn strategy and think it will work. Redditors want you to bring value, not shamelessly self-promote.

As Roshni Shaikh, product marketer and GTM strategist, shares, “Platforms like Reddit are the last corners of the internet where we can find authentic experiences that aren’t shadowed by social media’s flaunty nature.”

What to do instead: Lurk in the communities where you want to engage, get a sense of what’s expected, and create a specific strategy to build authentic connections.

Mistake #2: Poorly Timed or Irrelevant Engagement

I caught up with Garrett Gottlieb, founder of Pulse, a tool designed to help brands market on Reddit through authentic conversations. He shared that timing is everything on Reddit, and that “particularly on high-engagement posts — being among the first commenters greatly enhances visibility and impact.”

But, being first to comment doesn’t do you any good if you’re engaging with the wrong conversations. Gottlieb, like others I’ve talked to, offered words of caution: “Redditors quickly detect and dismiss inauthentic promotion, so offering real, meaningful value through relevant conversations is crucial.”

Gottlieb is solving this problem by ensuring his platform “uses advanced logical operations (to filter out irrelevant discussions, pinpointing not just good communities but the perfect places to engage” so brands can be more effective in their conversations.

What to do instead: Whether you use a tool to help you “listen” and find the right conversations or you do it all manually, make sure you hit the right mark and find the right thread.

Mistake #3: Ignoring Subreddit Rules

Reddit looks like the Wild West, but every subreddit has rules, and they’re strictly enforced. What flies in one community might get your post removed and leave you downvoted into oblivion elsewhere.

Moderators take their roles seriously, and they’re not the only ones paying attention. Post the wrong content, and the community will roast you. Instead of chucking rotten tomatoes at you, they’ll make sure to humble you.

That said, most communities on Reddit tend to value thoughtful discussion. As Prochaska explains, even when people disagree, the tone tends to stay more intelligent and respectful, especially compared to platforms like Facebook. But that higher standard also means there’s less tolerance for off-topic posts or low-effort content.

What to do instead: Before you post, read the rules. Lurk a bit. Better yet, comment before you create original content. It builds goodwill and gives you a sense of how things actually work.

Mistake #4: Missing Out on the Context

Reddit comments aren’t isolated questions or opinions. They’re part of threads and even larger ongoing conversations. At a minimum, don’t jump in until you’ve read the full post. Doing so is a rookie mistake, and without the context, whatever you share could land flat and kill your credibility.

If you’re using Reddit for market research, don’t take one comment at face value. The full context can help you better understand your audience and how they feel about the topic at hand.

What to do instead: Whether you’re using Reddit to market your business or using it to gain market insights, slow your roll. Read the original post and scroll through the comments. If you need to, ask some clarifying questions. A thoughtful approach will be rewarded.

Mistake #5: Ghosting a Discussion

When I’m talking about any marketing strategy, especially email or social media, I often tell people to avoid hit-and-run situations. While I’m usually explaining the importance of consistency and not only showing up when it’s time to sell, it applies to Reddit marketing, too.

The principle is the same — cultivate relationships by offering value. If you drop a post and then promptly abandon ship, never returning to the comments, people take notice. Things happen, but if failing to stick around and engage becomes an ongoing issue, I can promise you that you’re sending the wrong message.

What to do instead: Recognize that Reddit is not usually a quick-win space. It’s about the long game, so be sure to participate.

Mistake #6: Blatant Shilling

Everywhere you turn, you’re bombarded by marketing messages. So, believe me when I say that Reddit users have seen it all. And they are not here for your marketing funnel. If your content sounds like a pitch, Redditors will downvote it before you’ve finished your sentence.

In fact, in our recent Reddit survey, users said fake organic posts are their #1 marketing turnoff (49.5%), far more than obvious promotion (20.4%) or irrelevant content (18.4%). It’s not just what you say — it’s how honest you’re being about your intentions.

“If you’re being promotional, you lose credibility on Reddit because people want to hear about raw and real experiences, not orchestrated posts from marketers,” says Shaikh, and she shared an example of this thread where a user asked for career advice.

Instead of selling anything, the host shared her personal experience. She was honest, specific, and didn’t try to steer the conversation toward her company.

What to do instead: Post like a person. Everyone I’ve spoken with echoes this advice. Focus on being a helper first, delivering valuable insights and experiences. If people want more info, they can check out your profile (which you’ve optimized, right?).

Mistake #7: Cherry Picking Conversations

This is two-fold. If using Reddit for market research, don’t pick and choose. Make sure to get the whole picture instead of focusing on the pieces that best fit your narrative.

The same goes for participating. It’s tempting to only engage in threads that serve your brand goals. But Reddit communities are too smart for that. If you’re only showing up when it benefits you, people will notice.

Ultimately, yes, Reddit has some people on the fringe. However, remember that it’s full of people who are there to share, not to rank on Google. You can join them.

“Reddit conversations often include people with deep expertise who identify their credentials. It’s often more informed and balanced than a simple Google search, or even the news, because these people aren’t commenting for SEO,” says Prochaska.

What to do instead: Take a wide-angle view, whether you’re researching or engaging. If you’re mining Reddit for insights, look beyond the convenient quotes and recurring complaints for patterns and outliers.

And when you’re participating, show up with the same curiosity and contribute where it counts.

Mistake #8: Not Being Transparent

Reddit doesn’t tolerate fakes, and that includes your profile. Trying to fly under the radar without disclosing your brand affiliation might feel like a smart way to avoid negative publicity or downvotes. However, it’s one of the fastest ways to lose credibility.

According to our Reddit user survey, 61% of users said a brand feels most authentic when it clearly identifies itself. Transparency ranked higher than even providing valuable insights (54%) or actively participating in discussion threads (47%).

What to do instead: Be clear about who you are and who you represent, starting with your profile. You don’t need to lead with your brand every time you comment, but don’t hide it, either. Transparency is the first building block of trust on Reddit. Without it, even your most helpful contributions can feel manipulative.

When Reddit Marketing Works

Reddit marketing can work if you create the right strategy for it. If you’re hoping for quick wins or to go viral, this isn’t your best bet. But if you’re in it for credibility and trust, Reddit can be incredibly effective.

Here’s when it tends to work best:

• Building authority and credibility in a specific niche.
• Building word-of-mouth buzz.
• Getting beta testers and authentic feedback (even when it’s brutally honest).
• You’re willing to show up consistently, not just post and disappear.
• Mining real market research data.
• Putting your finger on the pulse of industry discussions (and using that information to create content).

“Reddit is powerful for sharing reporting, storytelling, and micro-doses of insight,” says Shaikh, who explains that these types of posts tend to be the most real, which is what users crave.

She goes on to suggest that businesses consider starting communities or subreddits around the problems they are solving. In other words, if you can’t find a space, create one.

Because lots of people I talked to are copywriters and marketers, many use Reddit for getting a deeper understanding of a subject matter or for message mining. It offers unfiltered language straight from people’s mouths.

Because of the anonymity, they don’t censor themselves. Unlike SEO-optimized Google results or polished LinkedIn comments, Reddit gives you the real stuff: questions, frustrations, and moments of clarity in people’s own words.

“Reddit is a great source for idea generation. I’ve been able to look over the discussions in some relevant subreddits to find common questions people ask. In addition to answering them on Reddit, they’ve inspired posts I can share on social media,” says Nikita Morell, copywriter and messaging strategist for architects.

Reddit is not a shortcut.

One of the biggest appeals Reddit has is its value to build trust, if and only if you play by the rules. Because people who use it are often skeptical, I find it can be a real proving ground for your business.

With no flash or glamor, there’s no way to fake authenticity or automate your way into trust. By showing up as a real human, even when you represent a brand, you can form real connections and establish a great reputation.

The bottom line? Give Reddit a shot if you’re willing to show up with value and be transparent. It might just become one of your best marketing channels.