When I took over Reddit’s organic social media program in March 2019, my first order of business was doing away with what the brand had been doing on social (hint: sharing Buzzfeed articles about Reddit threads with the caption “Lolz”) and starting from scratch. To kick this off, I completed an extensive audit to understand what was working, what wasn’t, and what other brands in our landscape were seeing success with that we could learn from.

Upon audit completion and executive buy-in, these were the most significant and impactful changes I made to the existing strategy:

  • Refreshed the brand voice to be more Reddit-y, think: brilliantly absurd, self-aware, and candid

  • Positioned our social content as a gateway to community; by highlighting the incredible moments across our communities, people can see firsthand that Reddit is a place for everyone, themselves included

  • Set aggressive growth goals for ourselves; Reddit’s social media footprint was pailing in comparison to the likes of Twitter, Pinterest, and Snapchat

Results over the course of one year:

  • Monthly average impressions:

    • 6.3M → 8.4M on Twitter (25% increase)

    • 597K → 4.2M on Instagram (+86% increase)

    • 1.1M → 28.8M on Facebook (+96% increase)

    • 11.5K → 93K on LinkedIn (+88% increase)

  • New followers:

    • +95K on Twitter (16% increase)

    • +188K on Instagram (+40% increase)

    • +203K on Facebook (+14% increase)

    • +13K on LinkedIn (+32% increase)

  • Engagement rate average:

    • 1.1% → 5.2% on Twitter

    • 1.3% → 7.8% on Instagram

    • 4.9% → 9% on Facebook

    • 2.3% → 4.9% on LinkedIn

Results over the course of two years:

  • Monthly average impressions:

    • 6.3M → 8.5M on Twitter (26% increase)

    • 597K → 4.5M on Instagram (+87% increase)

    • 1.1M → 26M on Facebook (+95% increase)

    • 11.5K → 131K on LinkedIn (+91% increase)

  • New followers:

    • +313K on Twitter (52% increase)

    • +337K on Instagram (+117% increase)

    • +445K on Facebook (+36% increase)

    • +73K on LinkedIn (+250% increase)

  • Engagement rate average*:

    • 1.1% → 6.6% on Twitter

    • 1.3% → 6.3% on Instagram

    • 4.9% → 6% on Facebook

    • 2.3% → 5.5% on LinkedIn

*Note: engagement rate is inversely proportionate to follower size; i.e. the larger your audience is, the less engaged they are.

Wins for our program include being featured by tastemakers like Comments by Celebs, getting into high-profile “beef” with the big kids on the block, and generally making our social presence a good time for our followers, our employees and ourselves.

You can find a few examples of my content and writing for Reddit on the other pages within this section.