Reddit's CMO, Roxy Young, talks about how brands should connect on the platform

Business Insider

Roxy Young, the chief marketing and consumer experience officer at Reddit, talks about centering on community and how brands can advertise authentically on the platform.

Transcript

00:00So Reddit is all about community, and community is a core human need.

00:04And I think now, more than ever, people are actively seeking it out.

00:12You know, Reddit is a 20-year-old company, and at the core of Reddit is community.

00:19And, you know, I think the reason that 20 years into our life as a company,

00:24or more relevant than ever, is because we give people this core human need

00:31to feel like they can belong to something.

00:35At the core of Reddit is authentic human conversation.

00:40And unlike many other platforms, we don't need to know your name,

00:44we don't need to know your birthday, we don't need to know where you work.

00:48You can come to Reddit, you can have your pseudonym,

00:50and you can contribute confidently, authentically, and safely.

00:56So I love to use myself as an example.

00:58You know, on LinkedIn, everybody knows what I do.

01:01I'm a marketer.

01:02And on Reddit, people don't know.

01:04They know that I love dogs, I was looking for an electric vehicle,

01:08I'm obsessed with skincare products,

01:10and I can share confidently and authentically

01:13in a way that I can't on any other platform.

01:16The conversations on Reddit are driving people's decision-making,

01:21and that's why it's an important place for brands and marketers to be.

01:25It's the sixth most searched term on Google.

01:30People are actively seeking out these conversations on Reddit.

01:34And when brands think about how they show up on Reddit,

01:38they need to be authentic, they need to be candid,

01:41and the things that maybe are appealing to people on Reddit

01:46are maybe different than on other platforms.

01:49So when you're thinking about bringing your brand to Reddit,

01:52you can have deeper, longer-form topics

01:56that you want to educate people on

01:59to help them understand your product and its benefits.

02:03And, you know, some things that people should never do on Reddit

02:07is they shouldn't come to the table.

02:12Like, imagine Reddit as a big dinner table.

02:14You don't start shouting why you're so great.

02:17You know, people would not want to talk to you.

02:19Well, the same is true on Reddit.

02:22You need to come, you need to contribute to the conversation,

02:24and you can because you're an expert in your category,

02:27you're an expert on your brand,

02:28but you need to do that within the context

02:31of the conversation that's happening on Reddit.

02:34You know, sometimes coming to a platform like Reddit

02:36can be challenging.

02:38It's really different than the way

02:39that you would advertise anywhere else.

02:42And so our job is to help give marketers

02:45simple and easy tools to show up on Reddit

02:49in the right way to drive the results for their business.

02:52And so a couple examples, you know,

02:56we have some new products that just released this week.

02:59And one of them that I think is really interesting

03:01is conversation summary add-ons.

03:05So imagine being able to talk about your product

03:08and then right below your creative,

03:11you can have actual clips of conversations

03:15from the Reddit community talking about your product

03:19and why it's so great.

03:20And it's a real endorsement for the things

03:23that you're offering in an authentic way.

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