When considering B2B social media platforms, LinkedIn is likely your first choice. Coined by creatorpreneur and social media strategist Jayde Powell as the “briefcase app,” LinkedIn is THE platform for professional brand content.
However, in recent years, Reddit has been driving behind-the-scenes conversations across Zoom calls and conference halls. Quickly dismissing the platform as too unpredictable for brand participation is an outdated mindset. Marketers are facing an uphill battle to reach target audiences in spaces flooded with AI-generated videos, all-too-similar influencer content and ad after ad after ad…ah, you get it.
We’ve long since passed, “the correct way to do things.” There’s never been a more appropriate time to experiment with new strategies, social media platforms and content mixes.
B2B social media managers and marketing teams are looking for the next frontier to connect with buyers. Could that be Reddit?
Let’s assess whether (or not) the platform is worth your time (or sanity).
“It’s just another content channel.”
No, Reddit is not just another content channel. A recurring theme emphasized in a new Bospar Politely Pushy podcast about Reddit, for which I was a panelist alongside Bospar’s Vice President of Social Media Connor Grant, is that brands and B2B marketers require different social media strategies for Reddit; they can’t just treat it like LinkedIn or other mainstream platforms.
Distribution has always been a key initiative for B2B social media marketing. The traditional approach has looked a little something like this:
- Company A has an announcement.
- Company A plans to share the announcement across various brand channels, including social media, to drive brand awareness and influence purchasing decisions.
- LinkedIn and other platforms become the distribution channel for said announcement.
Try bringing that same energy to Reddit. A downvote and or post removal is almost guaranteed.
Slow your roll! You have to earn your seat at this table.
Where LinkedIn was built for broadcasting, Reddit was built for community-driven discussion. The platform is a thriving watercooler community with thousands upon thousands of niche topics. Hello, r/tipofmytongue. Users are readily and willingly participating across subreddits to learn and share information.
Why Reddit Matters in 2026
To be blunt: People are tired. Platform users are fatigued by the AI sizzle reels, paid reviews and endless stream of ads. This sentiment transcends demographics and is shaping how users consume content across platforms. When bots run rampant, user patience runs thin and trust degrades.
Reddit has yet to adopt the ad-first playbook that shapes other platforms, such as Facebook and Instagram. With Reddit, users have a space where they aren’t constantly being sold to. Plus, the platform offers something rare: honesty. When you have willing participants and forums ripe with questions, it’s a recipe for engaged users.
Don’t get me wrong. Search is still a key step in product discovery. Once Millennials realized we could “just Google it” to find the answers we seek, consumer behavior was forever changed. Now, we have AI search contending for this corner of the market. The answers popping up in search results are scraped from across the internet. Curious to know the top source?
Does Reddit Make Sense for You
It’s true that Reddit can be a great addition to your B2B social media strategy. However, let me hold your hand when I say this: Reddit isn’t a quick fix, and it isn’t an option for every brand.
If you see Reddit as a “bastion of hope,” let’s consider the platform’s critical elements and what it demands of users and brands.
- Plan on a time investment upfront. Two to three times a week, spend 30 minutes searching for relevant conversations that you can contribute to. Knowing where to look gives you a real-time feed of what your audience thinks, providing valuable insights for your next campaign or product launch.
- The platform is built on authentic conversation. To have a great conversation, you have to be a great listener. Engaging in subreddit threads through “upvotes” (the platform’s version of “likes”) and comments is a good place to start. Once you understand the rules of a specific subreddit, you can begin posting quality content. The more upvotes on comments and posts, the more karma you generate.
- Have an ad budget? The same rules apply. Do your due diligence. Research your target audience and the subreddits you plan to target. Then develop a platform-specific approach for your ad.
- Have a dedicated community manager or brand advocate? You can take the organic approach, like u/KeithFromSonos. Keith’s approach is all about treating the platform as a cool hangout space, like a bar or a cafe. The community comes first, then the brand.
Real Risks
Reddit users can smell corporate-speak a mile away. If you dare to publish the same content on Reddit that you reserved for LinkedIn, prepare for a downvote. Failure to understand the rules of engagement can be a serious threat to brand reputation.
The reality is that conversations about your brand will happen everywhere, including niche subreddits, whether you choose to participate or not.
How Bospar Can Help
Currently, Reddit is a level playing field for brands of all sizes and marketing budgets. If you’re considering entering this game, consider Bospar your partner in navigating the platform’s unique audiences and community.
Learn more about our social capabilities here.
