Reddit is the cannabis community’s best-kept secret
Reddit is the cannabis community’s best-kept secret. On Reddit, the community is king and authenticity is your currency.
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Reddit is a community-driven site, perhaps the last truly democratic community network. There are no algorithms. No feeds engagement metrics. Content is discoverable. People have intellectual conversations. People have silly conversations. And yes, people have controversial conversations. There has been a debate about brand safety on Reddit and concerns around niche communities of hate groups congregating on the platform to spread misinformation or sow division. Recently Reddit took steps to crack down on hate groups and added extra controls for brands who wish to advertise on the platforms.
There are over 130,000 communities on Reddit and with that level of reach, there is a community for everyone. Communities are defined as sub-Reddits and there is a subreddit for everyone, from people who like to photoshop birds with arms to cloud computing. Most relevant to the cannabis industry, there are many cannabis sub-Reddits to follow where you can engage with like-minded people. Conversations ranging from best strains to listen to music to best strains for mood enhancement.
How can Cannabis Brands be successful on Reddit?
Build your brand before you “market yourself”. Authenticity is key on Reddit. Add value to users through thoughtful conversations, articles, and stories.
Know your audience before you engage with them. What sub-Reddit would most appeal to your content? Are you a dispensary looking to educate consumers on the latest strains or industry trends? Are you a cannabis brand looking to connect with other people looking for information?
Avoid over promotion. Nobody wants to be sold to, especially on Reddit. Your Reddit strategy and goal should be building authority. In fact, I argue that you should never sell unless someone asks where they can find your brand, dispensary, or ancillary product.
Host an AMA (Ask Me Anything) with someone from your team. Find a sub-Reddit around a topic you’re an expert in and demonstrate your industry knowledge through a 1hr AMA. Being a source of valuable information increases your reputation and thus builds your brand on Reddit.
Be authentic. Reddit is the rare community where users can weed out hucksters instantly. In fact, surprisingly people go on Reddit to have meaningful conversations, therefore people expect the people they’re engaging with are equally as authentic.
In summary, Reddit is a powerful marketing tool for cannabis and CBD businesses to build and nurture meaningful relationships. Reddit isn’t an advertising channel – yes you can advertise on Reddit, but it’s most effective strategy is doing everything listed above.
MMH is a full-service digital marketing agency built for the cannabis industry. We have expertise in SEO, Content Development, Social Media, and Paid Media. Over the last 15+ years, our founders have created award-winning work for some of the biggest global brands. We are cannabis advocates that approach every project with passion and drive to build compelling brand experiences that drive action.