Brands growing on Reddit
Bloomberg gains 380k new readers every month from Reddit, simply by starting conversations
A cross-posting strategy that drives new subscribers.
Brand
Reddit Properties
Overview
Bloomberg have lost a lot of Google organic traffic over the last four years.
But that hasn't stopped them reaching financial audiences on LinkedIn and Reddit, which is now the number one platform driving new readers to their website.
Here's how they gain 380k new readers every month through a tailored Reddit strategy.
Activity Output
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380k monthly visitors
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Brand uplift
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New subscribers
Reddit isn't like other social media platforms
Today more than ever, publishers need diverse traffic sources.
But the difficulty is most social platforms try to increase engagement by preventing users from leaving.
This means the likes of Instagram, TikTok and LinkedIn either don’t allow external links, or they throttle the visibility of posts that link externally.
Thankfully, Reddit isn’t like other major social platforms.
And its increasing popularity makes it the ideal place to achieve organic growth.
Bloomberg’s target audience love discovery on Reddit
Like almost all big publishers, Bloomberg have had to suffer through their Google organic traffic being repeatedly slashed in recent times.
So it’s been more important than ever for them to diversify traffic sources and find new readers through organic channels.
A tailored approach to Reddit has started to pay off, with the platform now providing more traffic to the site than any other social media channel.
Bloomberg’s very intentional strategy to court Redditors
Bloomberg’s audience have a keen interest in finance.
Their approach to social activity is clearly tailored to the platforms where they know their audience is spending time.
It’s perhaps unsurprising that their audience prefers professional platforms with more financial content like LinkedIn and Reddit.
But Bloomberg have taken an innovative approach to reaching and engaging with these audiences.
First, they have built out an optimised Reddit profile where all of their activity is run from.
Second, they have identified a target list of sub-reddits where they know:
- They are relevant to the news stories Bloomberg are writing about.
- The sub-reddits themselves allow posts with external links as part of their community guidelines.
- There are enough subscribers to generate significant conversation and by extension – to gain new readers through referral traffic.
Thirdly, Bloomberg have a tailored approach to Redditors who land on their website.
Their website has a soft paywall. But rather than demand users pay to access their articles, they offer readers referred from Reddit 5 free articles within 30 days of registration.
This is a fantastic way to introduce new Bloomberg subscribers from Reddit – rather than them just reading then leaving.
Using the Bloomberg framework on Reddit
The good news is, you don’t need to be an international publisher to adopt the same approach to Reddit as Bloomberg.
In fact, their strategy can be adopted and adapted to fit any online brand looking to introduce new audiences to their product or service.
The key is in figuring out how you can be adding value to Reddit communities without appearing too overly self-promotional.
Check out our use cases, put our guides into practice and scout Reddit itself to understand and emulate what works.
