Meanwhile, Reddit's feeds highlight active threads, discussions, or subreddits, and most of the platform's best content exists within those threads or subreddits.Īlthough companies like Budweiser are beginning to test out paid native ads on the platform, marketing on a budget, or just using community management strategies like EA can still be tough. While other networks offer comment threads, their feeds highlight content first and discussions second. To put it plainly, this social media network puts discussion first, rather than just focusing on content. If a topic is interesting to them, they'll upvote comments related to it and join in on the discussion to learn more. If a post isn't valuable or interesting to them, they will downvote it. These users, often called Redditors, are interested in reading tips, life-hacks, product criticisms, and other information from humans, rather than seeing branded content.
The idea is to bring a variety of different people together to chat about something they have in common. This might be because, by nature, Reddit's platform encourages users to create subreddits and communities around specific topics. So, why is it that companies have a much easier time promoting themselves on other social networks? Redditors might be less likely to connect with branded content than users on other major platforms - like Facebook or Instagram. Even Digiday has referred to the social media site as one of the "trickiest platforms to crack." The company explained why they made these decisions and stood by them without offering a specific fix or solution, other than saying they'd look into price adjustments.īut, this struggle isn't uncommon for brands on Reddit. EA caught wind of this and posted a long reply to one comment. Many of them took to the game's subreddit to discuss how bogus they thought this was. Ahead of EA's Starwars: Battlefront II launch, fans who got to test out the pre-release version of the game were annoyed that they needed to complete a certain number of playing hours or buy extra features in order to play their favorite characters. This moved the comment lower and lower in the thread until it was buried under other posts from users.
When EA replied to a comment in a thread discussing a game they created, users quickly pressed the down arrow symbol to downvote it. Why is this so shocking? If you've ever surfed Reddit, a platform that encourages users to start discussion threads, you’ll find that a large chunk of its user base is very interested in gaming. And surprisingly, that comment came from the major video game company EA.
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