Reddit Brand Strategy for AI Search — Whiteboard Friday

4 weeks ago 19

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Learn how to build a Reddit brand strategy for AI search. Victory Umurhurhu explains how to navigate Reddit communities to boost visibility and build audience trust.

Examining the Reddit AI deals

I'm going to be sharing three modes of brand engagement and how you, as a brand, can thrive and win on the platform.

Insight-gathering mode

The first one is what I call the insight-gathering mode. Like the name implies, you're actually gathering insights.

Read the room

Secondly, when you're gathering insight, it's very important for you to read the room. Read what is being upvoted. Read what is being downvoted. Read what is being banned and read what is being blocked. By this, you're able to understand and see how you will not fall into the same trap, or you could also ace your content.

Understand subreddit rules

On Reddit, you are not posting to the platform itself. You are posting to the subreddit group, and every subreddit group has its own ecosystem of itself. The rules or the activities that work in a particular subreddit group would not possibly work in another group because the norms and the rules are different. So it's very important that you understand the rules and take note of them.

Observe subreddit activities

The next is to observe subreddit activities. Some subreddit groups have activities that they do. They have, for example, self-promo Sunday, fix it Friday. So your goal as a brand is to get to understand the particular intent of those activities and use those intents to align to those activities.

Use the Reddit AI answers tools

Fifth, you could also use the Reddit AI answers tool. This is a tool that you could just go into as a Redditor, type your particular phrase, a question that you have, and what it does, it surfaces answers from Reddit itself, and it gives you the link to the sources that it got the conversation from, the sources, the AI overviews, the insight where it got it from. So take note of that.

By doing all of these five steps you should already have 10 to 20 subreddit groups that you believe you could enter and engage in or you could get insight from.

Contextual contribution

Secondly is what I call this contextual contribution. So you're basically contributing inside existing conversations.

The goal here is for you to build value first. Don't jump into the Reddit groups to go ahead to promote your brand yet. You are building credibility. People are trying to understand you, getting to know you. So it's very important that you contribute to these existing conversations because it's also going to help you to know how to play properly when it comes to the next step that I call the conversation catalyst.

Conversation catalyst

Now you've actually gotten insights, now you've gotten context, and you're contributing to already existing conversations. The goal of the conversation catalyst is for you to now kick-start those conversations yourself, and this is where you are going to need the key copywriting tools, the AIDA (Attention-Interest-Desire-Action), the FOMO (Fear of Missing Out). These are the places you're going to need it.

The results

So now that you have done all of these brand modes of engagement, what really happens is you have gotten insights from your audience. Right now, you know the phrases they use when they are looking out for particular things. So they looked at your industry. Right now, you know their pain points, you know their concerns, and you know what they are looking out for to be solved. So those insights help you.