Crafting Your Brand’s Image with the Rise of Reddit

Traditionally, brand perception was strongly controlled by brands through carefully strategised communications. The continual rise in popularity of social media has changed the game for brands, where brand perceptions are now at the mercy of the consumer.

In recent times, Reddit has emerged as one of the most influential online communities, shaping conversations around culture, technology, and consumer preferences. With over 110 million daily active users, it serves as both news and a forum where people openly discuss products, services, and brand behaviour. This presents an opportunity for brands to engage with highly engaged audiences—but also can present a risk for others.

So how can brands control the narrative around their brands?

Proactive Community Monitoring and Listening

Brands should be actively monitoring conversations through tools and manual listening which allows them to address potential reputation risks before they escalate.

Authentic Engagement and Transparency

Brands should engage genuinely with users, responding honestly to feedback and questions instead of deleting or ignoring criticism. Transparency about mistakes and efforts to resolve issues builds trust and credibility in social media communities.

Spotify’s team monitors Reddit for user feedback on features, bugs, and playlists. Instead of deflecting criticism, the company often acknowledges issues openly and points to upcoming fixes, reinforcing trust among users.

Nissan, on the other hand, mishandled an AMA (Ask Me Anything) featuring their CEO. Reddit users accused Nissan of planting questions to promote their services. Many of the questions appeared to come from brand new accounts without any prior activity, leading Redditors to call out the company for inauthentic tactics. This broken trust led to heavy criticism and backlash, damaging the company’s reputation within the Reddit community.

Tailored Content and Cultural Respect

Understanding the unique culture and communication styles of Reddit communities is key. Brands should avoid overt marketing pitches and instead offer value through helpful content, insights, or participation in relevant discussions to earn goodwill and positive brand perception.

Microsoft’s Xbox team has built a reputation for active participation in gaming subreddits. By addressing questions directly and occasionally sharing development insights, they position themselves as part of the community rather than just marketers.

Ultimately, Reddit rewards the brands that engage on the platform the way its users do: with honesty, humility, and a sense of community. Companies that listen first and engage authentically can harness Reddit’s influence to strengthen—not damage—their reputation. This, in conjunction with traditional brand marketing, will ensure these brands are sustainable. 

Team Contributor: Michaela Scott

Get in touch: michaela.scott@arrowvane.com | LinkedIn