Higher Ed Content Marketing

A Guide To Leveraging Reddit For Higher Education Marketers

By October 6, 2016 No Comments

It’s no secret that social media has become a staple for modern digital marketing, but many marketers often forget to add Reddit to the mix. For those still unaware of this platform, allow me to introduce you to the internet’s most influential users. Although some might wish to write the site off as “just another youth media fad,” it’s not. In fact, since June of 2005, just two years after the origin of MySpace and one year after Zuckerberg’s Facebook, Reddit has become known by its users as “the front page of the internet,” housing over 234 million unique visitors in 2015 alone and nearly 900,000 ever-increasing mini communities or “subreddits.” This isn’t your average social media platform. While Facebook is known for integrating its news with updates from your family and friends, Reddit is a world where originality, wit, and timeliness reign supreme. The tricky part here, however, is that if a Redditor can sense even the slightest hint of click-baiting or cheap sales tactics, they will make sure you know your mistake. In an effort to help higher ed marketers avoid such an awful fate while simultaneously and successfully marketing on a site that hates marketing, here is a quick guide to leveraging the tastemakers of the internet.  

Who exactly are “Redditors?”

Before we get started, as with any marketing effort, you must first understand who it is your marketing to. According to pew research center, the majority these mysterious users are U.S. adults with at least some college education. While 47 percent of the audience is, in fact, international, the remaining 54 percent of breaks down as follows:

  • 67 percent of U.S. adults are male
  • 33 percent of U.S. adults are female
  • 64 percent are 18-29 years old
  • 42 percent have a college degree (compared to 28 percent national average)
  • 40 percent some college (compared to 31 percent national average)

As a result, it doesn’t take much to see that this audience is the perfect demographic for marketers in the Higher Education industry, especially for graduate degrees.

How Reddit Works

Finding the right subreddits to follow

Once you create an account, if you haven’t yet already, the first thing you’ll be prompted to do is to find and follow subreddits. Think of subreddits as the sections of the newspaper. Of course there is always the front page with the most important content, but everything is organized into subcategories like money, entertainment, and world news. The only difference here is that Reddit, again, has nearly 900,000 of these subcategories ranging from “Shower Thoughts” and “Explain Like I’m Five” to “World News” and “Politics.” While it’s nearly impossible to sort through each and every subreddit to find your most important content, Reddit is arguably the best way for content marketers to keep track of all of the most important news without having to read through 50 different news publications.
Pro tip: One way to discover what subreddits are trending over time is to take a quick look at MetaReddit. This site will show you to know precisely which subreddits are trending now and which have had the most growth in the last week and have been trending for the month. Although this will only give you a snapshot view, it’s a much more digestible way to stay on track with trends.

Upvotes, Downvotes, and the Ever-Coveted Karma Points

Unlike Facebook’s reactions or Twitter’s retweets and favorites, Reddit is a system entirely rooted in active voting participation. As you can see below, every post and every comment displays two grayed out arrows to the left of the text.
 
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While it’s obvious the top arrow is the upvote and the bottom is the downvote, they do not correspond with how the content is displayed. Rather the user is prompted to vote whether or not the content adds or takes away from a larger conversation. According to proper “reddiquette,” the official guidelines to participation and conduct dictates that a user’s vote should not be based off an emotional reaction but should rather be based on the importance or relevancy of the a piece of content. Clearly, voting is by no means a clear-cut science, but how you vote is important because upvotes and downvote can give or take away Karma points. Why does that matter? Because karma points determine how frequently, if at all, any given user is allowed to post within a subreddit–or how likely it is that your content or post will be view by others. So for content marketers, consider karma points your new gold.
Pro tip: Upvotes on comments are just as important as link upvotes. Not only does this encourage active participation within each post, it prompts Redditors to actually contribute to the discussion in a meaningful way. This is a perfect way for markers, professors, students, and staff to add to educated discussions and lively debates.

How To Market To Redditors Who Hate Marketers

Now that you have a good idea of who your audience is and user basics, the next step is using the right tools to successfully participate in the sometimes-too-honest community that is Reddit.

Be a Redditor first, and a marketer second

While this may seem daunting and/or time consuming, it’s important to remember that Reddit is a community first and foremost. Because Redditors will not hesitate to call a user out if they sense any foul play, it can often be difficult for marketers to find the right balance between community participation and blatant self-promotion. The first step to finding that balance is to remember reddiquette rule number one: always remember to be human. Would you try to clickbait your friends? Didn’t think so. Your one and only mission should be to become a genuine, well-rounded expert in your field.
For content marketers, this means you’ll need to limit your on-brand content to one every ten posts. This sounds tedious, I know, but in the Redditing world you live and breathe by Karma points, and the easiest way to lose them is to spam, click-bait, or self-promote. Limit yourself to legitimize yourself. No one likes a used-car salesman.
For professors or university staff, this should be quite simple to maintain. Ideally, a user profile should represent the ideas of an individual, so for professors with a wide range of research and expertise in their arsenal, Reddit is the perfect space to create and build discussions as I discuss in the last section.  

The trick to Reddit is understanding the Karma system

Especially if your account is brand new, your lack of karma points is like a college student applying to an entry-level job requiring three to five years experience, and in order to get more karma points, you need to share content. It can be a frustrating system, but it’s not impossible. What’s the secret? Reach out to your subreddit’s moderators. If you go to the front page of any given subreddit, you’ll notice that there are a set of rules for subscribers to follow and just below those rules you’ll find a box listing the moderators. These wonderful people are the creators and/or controllers of that particular subreddit. By messaging each or all of these superstar Redditors, you’ll have an opportunity to demonstrate the value of your content and build a mutually beneficial relationship while avoiding your karma problem. For digital marketing experts in the higher ed field, this is far and away the easiest way to publish your content on relevant subreddits without any time restrictions.

Where to find the best ROI on Reddit

As I’m sure you’re well aware of at this point, Reddit is not the quick fix solution to your social media marketing slump. Instead, Reddit is a space for experts to demonstrate their value and educate the public. It’s also a place for internet trolls and endless cat memes, but for our purposes all of that is irrelevant.
To demonstrate thought leadership and expertise in any field with the Reddit community, content marketers, PR professionals, university professors, and university staff members alike can take advantage of subreddits like Ask Me Anything. Just as it sounds, you simply tell the Reddit community who you are and let the conversation flow from there. Additionally, higher ed marketers can hop over to Ask Reddit to ask users direct questions as a free way to gain insight to their core audience. However, the most important way to get the most return from Reddit is to become a part of the community. Without this, you will miss out on the endless possibilities Reddit has to offer.
For more information on leveraging social media, learn how to use Instagram, Snapchat, or Twitter to reach more prospective students.
Tami Cruz of Circa Interactive Tami is one of our in-house social media gurus with a passion for content marketing and public relations. After earning her degree in communication and marketing from the University of California, San Diego, her dedication and multi-faceted skillset for creative marketing strategies has led her to become a crucial team member driven to expanding Circa Interactive’s digital marketing value.

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