Reddit. It's one of the most under-used marketing channels for businesses, and for a good reason: Redditors hate being advertised to, especially on their chosen platform. So it's tricky business for companies wanting to reach this audience with their product or service offerings.
But now that Reddit Video is here, there's an opportunity for brands and influencers to build their reputation (and revenue). For example, sharing helpful video content with clickable merchandise viewers can purchase.
More on that later.
Let's review what Reddit Video is all about. Then we'll dive into tips to use it to promote your goods (without getting canceled or banned).
Reddit Videos: Complete guide to Reddit:
What is Reddit Video?
Reddit Video is the Instagram Stories of the forum universe. It was only a matter of time before it jumped aboard the short-form video bandwagon. And now that they have, users can upload video content directly from the platform.
Reddit recently acquired Dubsmash, a video-sharing platform similar to TikTok. It was a smart move, especially since it attracts Gen Z groups and female audiences. Roughly 25% of its user base are teen African American males. And 70% are females. Plus, the usage is high, with 30% of its content creators logging in daily to upload videos.
According to Reddit:
So how does it all work? Here's a quick rundown:
What are the specs for Reddit videos?
The videos published on Reddit are similar to TikTok and Instagram Stories. The aspect ratio is 9:16, and so far, there's no favoritism for vertical vs. horizontal vs. square footage.
More good news: Reddit didn't take TikTok's and IG's video length preferences. So you can shoot longer footage up to ten minutes. Users can also enter full-size mode by tapping on the video, removing the buttons and interface features from the display.
How do you upload videos to Reddit?
After acquiring Dubsmash, Reddit integrated the platform, so it offers a seamless uploading and sharing experience for creators. To upload a video to Reddit, follow these steps (using an Android mobile device):
Log into your Reddit account and select the + button at the bottom of your screen.
Next, click on the video button.
Now, you'll decide where you want to upload your new video. Choose between your profile and a list of subreddits you joined.
Afterward, create a title for your video and either shoot it using your camera (make sure to grant permissions for your camera, photos, and microphone). Or upload a clip from your library.
Hit post, and you're done.
Make sure the video you select is no more than 10 minutes long. Otherwise, you'll need to edit it down (which you can do right from the app). You can even turn it into a GIF (has one-minute max length). Or if you're feeling adventurous, you can host live videos like this one.
Other neat video tools Reddit's video platform has include sound effects, filters, image overlays, audio layers, text, and music. Plus, you can combine multiple clips into one. So there's plenty you can do to make your videos stand apart. You'll need this to gain views and potentially boost your Reddit karma and video visibility.
How are Reddit videos found?
You uploaded your videos to your profile and Subreddits. How do other users find them? They'll see them in shared Subreddit communities. Or they'll have to either search for it in the search bar or wait to see it in their feed.
Unfortunately, there's no way to ensure vast coverage of your video. Because like Google, Reddit has a Secret algorithm that pulls videos from Subreddits seemingly at random. It finds a mix of content from Subreddits you follow or visited and those similar to them.
When you see videos from a community you're not in, you'll see a join button at the top.
But you can improve the odds of your video appearing higher in Subreddits and feeds by getting upvotes, views, and engagement.
Below, we'll discuss several methods to improve your video "marketing" on Reddit. First, let's review why Reddit is a social media platform you should invest in.
Why Reddit video should be on your radar
If you're a content creator on a mission to promote your product, service, or personal brand, then Reddit is the social network to use. Reddit's been around since 2005, but it's still popular, especially among younger groups.
In 2019, the platform grew by 30%. And the pandemic didn't slow it down—in 2021, its users created an astounding 366 million posts (a 19% increase from the year before). Roughly 36% of its users are between 18 and 29 years old.
As of the end of 2020, there were about 122.5 million installs worldwide, including the US, UK, Australia, Germany, and Canada. And it's not just sitting on their phones collecting virtual dust—52 million people use it daily. In America, 52% of users log in daily, making it an enticing platform for brands and influencers in the US.
There's plenty of potential to reach your target audience on Reddit using video. In fact, creators are already taking advantage. We saw live streaming grow steadily, and video views increase by 2x.
If you're looking to do the same, keep the following best practices in mind.
How to increase video views on Reddit
Reddit is about community and conversations. If you're not adding to either, then you'll struggle to gain traction (let alone upvotes) on Subreddits. It's the downfall of many who tried to use the platform to promote their brand.
And if you're not careful, you could end up down-voted—or worse, heckled and banned. So what do you do to make your videos a must-watch on Reddit? Keep these three essential tips in mind.
Share videos on the right Subreddits
If you're publishing fashion videos in a technology community, prepare to be shunned and booted. The #1 rule of Reddit is to read community rules and offer value to its members. Each video you publish should be helpful, entertaining, or even both.
TikTok used Reddit for a controversial ad campaign most expected to end not-so-nicely. It unleashed a series of videos promoting its platform. Their approach: challenging Redditors to download their app, create a video, and share it in Reddit comments for a chance to win Reddit Gold (now known as Awards).
The result: hundreds of comments...but not the kind they expected. Redditors left a sleuth of negative responses.
So choose the Subreddits you publish to carefully. If you want to cater to multiple types of groups, then create different videos for each.
Offer value in your videos
Creating videos around topics your Subredditor siblings care about—the perfect formula for success. This is what makes hosting AMAs and interviews successful. But to make this work, get Subredditors involved to see what they'd like to learn about.
For instance, if you're in the r/sneaker Subreddit, browse the comments to see discussions. Do you notice a trend of questions about cleaning a certain type of shoe? Or maybe whether a new brand is worth the price.
Use this to fuel your content ideas by answering their questions. Consider bringing on a guest to answer one or two pressing questions or demonstrate a process. For example, properly cleaning a leather shoe.
"Navigating Reddit for marketing must focus on creating video content that prompts discussion, offers relevant and useful information. Without the end result of delivering knowledge to other users, your Reddit marketing campaign will simply flop. Engaging with subreddit communities and/or initiating your own subreddit where users can discuss things related to your brand or niche is the ideal way to engage with your Reddit-based market and forge relationships." — Michael Knight, Co-founder and Head of Marketing at Incorporation Insight
Several examples of brands doing this well include Toyota and SpaceX. Rather than focusing on ads, they participate in race car and space discussions. Nordstrom also created a dedicated Subreddit to discuss their newly launched lines and collections.
The takeaway: join relevant groups and engage meaningfully using video. Can't find any? Create your own Subreddit to guide the discussions, then promote it on other social channels and Subreddits.
Be entertaining to drive discussion
Sometimes, being interesting is enough to get more eyes and comments for your Reddit videos. Most people scroll through social media looking for something to laugh at or ooh and ahh about.
This works for celebrities, influencers, and brands alike. Take, for example, Moriarty's Gem Art. They sell jewelry and published a short video showing a cool-looking gem that glows green. Production: nothing spectacular—just a short and sweet demonstration.
And it was enough to drive a ton of engagement—nearly 71K upvotes and 1,200 comments. I'd call that a win.
Create videos Redditors will enjoy
As an influencer or brand, you need to engage with your audience in an authentic and meaningful way. This is what makes IG Stories and Facebook Live impactful. But you already know that. Now, you have another video tool in your arsenal to deploy—don't underestimate it.
All you need is the right topics and mix of edutainment and you can get a conversation brewing. Do this enough and you'll gain followers that grow to trust your branded content.
Hopefully, these tips will help you upload amazing Reddit videos Subreddit groups will engage with and share.
Frequently Asked Questions
Is there videos on Reddit?
Reddit does support videos and you can record videos within the official Reddit apps. In addition, you can select a pre-recorded video from your gallery and upload it to Reddit. You can upload MP4 and MOV files to Reddit with a maximum length of 15 minutes.
Is Reddit mean?
The name “Reddit” originates from a play-on-words with the phrase “read it,” like “I read it on Reddit.” Reddit has more than 430 million monthly users known as “redditors.”
What is the difference between Reddit and subreddit?
What is the difference between Reddit and subreddit? Reddit is the social network where members can discuss content online, while Subreddit is the individual topics within Reddit. Reddit is comprised of subreddits.
What is the most popular subreddit on Reddit?
These are some of the most popular subreddits on Reddit:
How do I find my Reddit videos?
To find your Reddit videos, you can use the Search bar. On the old Reddit design, you can use the search bar on the top right. On the new Reddit design, it’s at the very top in the middle. When you use search, Reddit will pull up posts from subreddits, users, and posts.