How publishers are experimenting with Reddit — even without a formal publisher program

While it hasn’t formally launched a publisher program, over the last 18 months Reddit has been steadily rolling out products and resources aimed at courting media companies to increase their presence on the platform.

And according to audience development leads from publishers including Newsweek, The Hill and Wirecutter, those efforts have helped pivot focus to the community-based social media platform. In particular, the launch of new tools like Reddit Pro, advancements to its Ask-Me-Anything product and a refocus of the media business development team have encouraged these publishers’ teams to view Reddit in a new light when it comes to growing referral traffic and building brand awareness on the platform.

But the effectiveness of Reddit in those efforts depends on an ever-evolving equation of knowing when and where to post, maintaining relationships with subreddit moderators, and, ultimately, keeping their brands in subreddit communities’ good graces.

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