Reddit has unveiled its latest B2B marketing campaign, ‘The Reddit Recommendation Engine,’ which champions the marketing power of genuine, user-generated recommendations in a world saturated with influencer content and paid endorsements.
In a landscape where celebrity endorsements often dominate, Reddit is positioning authenticity at the forefront of its marketing message. The new campaign highlights how real, unfiltered recommendations from users on the platform can drive meaningful business growth and brand trust.
The centrepiece of the campaign is a four-minute hero video featuring prominent figures from major holding companies, including Dentsu, IPG Mediabrands, GroupM, and Choreograph. Industry leaders such as Cara Lewis, Maureen Bosetti, JiYoung Kim, Amanda Grant, and Clive Record share their personal experiences of using Reddit for advice, while discussing how marketers can harness the platform’s community-driven recommendations.
What sets this campaign apart is its candid, unscripted approach. The industry figures speak directly to the value of Reddit as a marketing tool, sharing their insights without a pre-written script. Their endorsements lend credibility to Reddit’s unique position in the marketing world, where trust, quality, and action-driven recommendations reign supreme.
Alex Underwood, Reddit’s Head of Agency Development, explained the significance of the campaign: “As marketers, we spend a lot of time talking about the value of our product or brand, but like anything, nothing beats the power of a third-party endorsement. Recommendations on Reddit are different; they are associated with trust, quality, and purchase action. We wanted a new way to bring this message to the market.”
This authenticity-driven campaign showcases the growing importance of Reddit in the marketing mix, as brands and advertisers increasingly recognise the platform’s ability to foster genuine connections between users. The campaign comes just three months after Reddit’s debut on the New York Stock Exchange, reinforcing the company’s commitment to showcasing the commercial power of its communities.
Building on Strong Partnerships
The featured speakers were selected from holding companies with which Reddit has established strong partnerships, demonstrating the deep, collaborative relationships that have been built. “It was important to choose people who had a true understanding of Reddit’s platform from both a personal and professional perspective,” Underwood explained.
The campaign is an extension of Reddit’s ‘Reddit Recommends’ initiative, first launched in late 2023, and marks the first time the platform has enlisted third-party representatives to promote the value of its community-driven recommendations. By tapping into these respected voices, Reddit reinforces its position as a trusted source for marketers seeking to connect with engaged, passionate users.
A Focus on Genuine Connections
The unscripted nature of the campaign ensures that the message feels authentic, resonating with both marketers and brands seeking a deeper, more meaningful connection with their audience. The video highlights how recommendations on Reddit often lead to purchase action, making it a powerful tool for brands aiming to build trust and loyalty.
Produced in collaboration with RPM, the campaign’s creative identity was developed in-house by Reddit’s B2B marketing team. It will be featured across Reddit’s digital marketing channels, including its B2B social media platforms and direct mail initiatives.
As the advertising world continues to evolve, ‘The Reddit Recommendation Engine’ stands as a testament to the growing influence of community-driven, authentic marketing, demonstrating how real voices and genuine connections are increasingly shaping the future of brand communication.
