Cracking the Reddit Code: Alexandra Comito’s Secrets to Brand Success in The Platform

Alexandra Comito is an influential voice in the world of marketing and Reddit’s Lead Strategist. As a guest on S4E6 of MG Empower’s podcast, Beyond Marketing, she joined our Founder and CEO, Maira Genovese, and our Head of Client Service, Natalie Grey, for a deep dive into how brands can unlock Reddit’s potential. With her vast experience guiding brands through the platform’s unique, user-driven landscape, Alexandra shared invaluable insights on how transparency, flexibility, and community engagement are at the heart of successful campaigns on Reddit.

In this must-listen episode, Alexandra Comito brings a wealth of knowledge and valuable strategies for brands looking to tap into Reddit’s communities. Catch the full conversation on YouTube, Spotify or wherever you stream your podcasts. If you’re not one for podcasts, you can dive into some of the talking points below.

The Power of Listening: How Brands Can Thrive on Reddit

Listening is crucial. This was one of Alexandra’s main advice as she emphasised that, to succeed on Reddit, brands must first observe and understand the organic conversations taking place within communities. Brands should “see what’s happening and flex your idea to mirror what’s organically happening” before jumping into a paid campaign and hoping it resonates. 

Indeed, Reddit communities’ power lies in the hyperfocused niche areas that they have formed around. These communities offer a space where trust and organic conversation drive user engagement. For Alexandra, Reddit’s transparency stands in stark contrast to more curated, algorithm-driven platforms like Instagram and Twitter, as the platform’s culture encourages conversations that are far more genuine. 

She explains that “Reddit is unparalleled for engagement,” allowing brands to receive honest feedback and engage in meaningful dialogue. The idea is to avoid “congratulatory marketing” and embrace open, sometimes raw, conversations that reflect genuine consumer sentiment.

Community-Driven Engagement: Building Trust Through Reddit’s Ecosystem

Reddit is distinct in its structure – home to over 100,000 communities (subreddits) where users gather around shared passions rather than demographics. Each subreddit has its own rules, language and culture, creating an intimate and authentic forum. Alexandra points out that to thrive on Reddit, brands must go beyond surface-level engagement and dive deep into listening, learning, and contributing to ongoing conversations.

In addition to it, another significant aspect of Reddit is how much it is built around the recommendation economy. Users actively seek perspectives and opinions from their peers, which builds a culture of trust. On average, the platform sees two requests per second for product recommendations, generating nearly one million weekly requests. Brands that can tap into this recommendation ecosystem have the potential to build credibility and trust in a way that is currently unimaginable on other platforms.

Actually, Reddit’s upvoted content is a reflection of collective community interest. This means brands must approach with humility and openness, leaning into what communities already care about rather than imposing their message. For those who succeed, the rewards are high—real connection, meaningful feedback, and a loyal, engaged audience.

AMAs and Beyond: Engaging Authentically on Reddit

One of the most direct and effective ways to engage on Reddit is through an Ask Me Anything (AMA) session. AMAs allow users to interact directly with the community transparently and openly, creating an opportunity for genuine engagement. Whether the topic concerns product innovation or company values, AMAs mean a sweet spot for brands: a space to humanise their voice and build rapport with Reddit users.

On the other hand, Alexandra makes it clear Reddit is not for everyone: brands must show up “with a sense of humour and a sense of self-awareness.” The platform demands more than just advertising – it requires authenticity and openness to community feedback, both positive and negative. Brands that succeed embrace this challenge and understand that it’s about aligning with the community’s expectations.

As Reddit continues to grow, its audience remains distinct from other social platforms. With up to 30% of its users not using Facebook at all, it presents a unique opportunity to engage with an unduplicated audience that values substance. Alexandra aptly summed it up: “If Facebook is people you know sharing things you don’t care about, Reddit is people you don’t know sharing things you do care about.”

If you’re a marketing or branding professional ready for a deep dive into Reddit’s rich, nuanced world of engagement, this episode of Beyond Marketing is a must-watch. Alexandra Comito’s insights offer a roadmap for leveraging Reddit’s unique culture, from listening to communities to activating successful campaigns that build trust and authenticity.

Like what you’ve read? Get comfortable and dive into the full podcast episode on YouTube, Spotify, or whichever is your favourite podcast platform.