Reddit has 91 million daily active users. Many are actively searching for solutions to problems your startup might solve. But here's the catch: Reddit users hate marketing.
Get it wrong, and you'll be banned. Get it right, and you'll find customers who convert at 10-20% (compared to 2-3% industry average).
Why Reddit is Different#
Unlike other platforms, Reddit rewards authenticity over polish. Users can smell marketing from a mile away, and they're not afraid to downvote you into oblivion.
The key differences that make Reddit unique:
- Karma as trust currency: Your credibility is visible and earned
- Community-first culture: Each subreddit has its own rules and norms
- Long-form content: Detailed, helpful posts outperform quick pitches
- Permanent history: Your post history is public and scrutinized
- Pseudonymous honesty: Users are brutally honest due to anonymity
The Reddit Difference
The 90/10 Rule: Reddit's Core Principle#
The most critical rule is 90% genuine contribution, 10% self-promotion. This isn't just a best practice—it's based on Reddit's official guidelines.
What Counts as the 10%#
- Posts linking to your product or website
- Comments mentioning your startup
- Any content where you're promoting vs. helping
What Should Be the 90%#
- Thoughtful comments on others' posts (10-15/week minimum)
- Sharing expertise without product mentions
- Answering questions with no ulterior motive
- Upvoting and engaging genuinely with community content
Building Karma: Your Trust Currency#
Before you even think about promoting anything, you need credibility. On Reddit, that means karma. Most subreddits require 500-1,000 karma before allowing promotional content.
The 2-3 Month Warm-Up Period#
Building a credible account takes 2-3 months but prevents 95% of bans.
Month 1: Pure Learning (Days 1-30)
- Create account with a personal username (not your brand name)
- Subscribe to 20-30 relevant subreddits
- Zero posting or commenting—just observe
- Study conversation patterns and community culture
- Read all subreddit rules thoroughly
Month 2: Karma Building (Days 31-60)
- Start commenting thoughtfully (10-15 comments/week)
- Focus on smaller subreddits (50K-500K members)
- Provide genuine value with zero promotional activity
- Goal: Build to 500+ karma
Month 3: Strategic Engagement (Days 61-90)
- Continue commenting (maintain 90/10 rule)
- Build to 1,000+ karma
- Begin very subtle, contextual product mentions
- Only when directly relevant to conversation
The Daily Value Method
Finding the Right Subreddits#
Not all subreddits allow promotion. And even those that do have specific rules.
Startup-Friendly Communities#
| Subreddit | Members | Promotion Rules | Best For |
|---|---|---|---|
| r/SideProject | 503K | Demos allowed with story | Indie hackers, solo founders |
| r/startups | 1.9M | Monthly share thread only | Early-stage, feedback |
| r/Entrepreneur | 4.9M | Weekly promo thread | Business lessons |
| r/SaaS | 100K+ | Thoughtful, non-salesy | SaaS founders |
| r/indiehackers | 115K | Value-first approach | Bootstrapped startups |
Industry-Specific Subreddits#
Don't just look in obvious startup subreddits. Your target audience may be discussing real problems in unexpected places:
- Developer tools: r/webdev, r/programming, r/devops
- Marketing tools: r/marketing, r/digital_marketing, r/SEO
- Productivity: r/productivity, r/Notion, r/ADHD
- Small business: r/smallbusiness, r/ecommerce
Pro Tip
Content Strategy That Works#
When you do post about your product, lead with the story or the value, not the pitch.
Content Types That Perform Best#
- Technical Tutorials: Step-by-step guides solving specific problems
- Case Studies: Behind-the-scenes of your building journey
- Lessons Learned: Failure stories are highly valued on Reddit
- Problem-Solving: Answer questions your product addresses
- AMAs: Ask Me Anything sessions when you have traction
Always Disclose#
Redditors appreciate honesty. When mentioning your product, always be transparent:
Optimal Timing for Maximum Engagement#
The first hour of your post is critical. Reddit's algorithm prioritizes new posts, and early upvotes determine whether you reach the front page.
Best Times to Post#
| Day | Best Time (EST) | Why It Works |
|---|---|---|
| Monday | 6-8 AM | Users catching up after weekend |
| Tuesday-Thursday | 6-9 AM, 12-2 PM | Peak workweek browsing |
| Saturday | 8-10 AM, 2-4 PM | Leisure browsing time |
| Sunday | 8-10 AM, 6-10 PM | Relaxed engagement |
Avoid These Times
Real Case Studies: What Actually Works#
Starter Story: $0 to $80K/Month#
Founder u/youngrichntasteless turned a part-time blog into an 8-employee, $80K/month business through consistent Reddit engagement on r/Entrepreneur.
- Posted weekly valuable content (350,131 words in Year 1)
- Interviewed 109 founders, shared their stories
- 15 hours/week commitment on top of full-time job
- Built reputation as helpful expert, not promoter
OneUp: $750K ARR from Comments#
Founder Davis Baer generated $750,000 in annual recurring revenue through Reddit using a simple strategy:
- Comment instead of posting
- Don't include links to your website
- Use story-driven expertise
- Create curiosity hooks
A single comment under "What CRM are you using?" got more trial signups than our entire email nurture sequence that week. The comment had no links and no "check out our product" language—yet we saw 400+ branded searches in Google over 10 days.
"Tinder for Movies": 22,000 Signups#
Founder @_joshuafonseca's post topped r/SideProject with the title: "I made Tinder for movies for me and my girlfriend."
Why it worked:
- Personal story over product features
- Focused on the "why" behind the app
- Authentic, relatable narrative
- Led with emotion and problem
Common Mistakes That Get You Banned#
Instant Ban Offenses#
- Multiple accounts for vote manipulation
- Buying upvotes or karma
- Coordinated posting campaigns
- Posting the same link across many subreddits
Slow Burn Bans#
- Only posting about your product
- Not engaging with comments on your posts
- Ignoring subreddit-specific rules
- Being defensive about criticism
- Creating account today, promoting tomorrow (90% ban rate)
Warning: Shadowbans
Your 12-Week Action Plan#
Weeks 1-4: Foundation
- Research 5-10 target subreddits
- Create account with personal username
- Lurk and observe—zero posting
- Study top posts and patterns
Weeks 5-8: Karma Building
- Comment 10-15 times per week
- Provide genuine value
- Zero promotional activity
- Goal: 500 karma
Weeks 9-12: Strategic Engagement
- Maintain 90/10 ratio
- Post first valuable content piece
- Begin subtle, contextual mentions
- Goal: 1,000 karma, first leads
Tools to Help Scale#
Finding relevant posts manually is time-consuming. Tools can help you monitor keywords and surface posts where your product fits naturally.
- Reddit Pro (Free): Official tool with AI-powered insights
- F5Bot (Free): Keyword monitoring alerts
- Brand24/Awario: Enterprise-level monitoring
The Goal