ABOUT THIS EPISODE
Most marketers use Reddit personally and have no idea how to think about it professionally. This episode changes that.
Jonny Waite is the co-founder of RECHO — one of only two full-service White Hat Reddit agencies in the US. With 17 years in digital and deep roots in SEO, paid search, and omnichannel strategy, Jonny has built Reddit programs for some of the biggest brands in the world.
In this conversation, we break it down in three moves: how people actually behave on Reddit, how that translates into brand strategy, and why it's quietly shaping how AI tools like ChatGPT and Google surface your brand to the world.
What you'll learn:
→ Why 62% of people fact-check AI answers on Reddit
→ The difference between paid and organic Reddit strategy
→ How to engage in subreddits without getting banned
→ Why brands that start now will be nearly impossible to catch by 2027
→ The step-by-step process for getting started this week — not this quarter
Whether you're a brand marketer, agency leader, or just trying to figure out where Reddit fits in your media mix, this one is worth your time.
1. REDDIT IS MAINSTREAM NOW — AND MOST BRANDS ARE BEHIND
Reddit has been around for nearly 20 years but exploded in the last few years thanks to data licensing deals with Google and OpenAI. It's no longer a niche platform for tech enthusiasts. Half a billion weekly active users. 42% Gen Z. 40% Millennials. Most brands haven't figured it out yet — which is the opportunity.
2. PEOPLE GO TO REDDIT TO VALIDATE AI ANSWERS
62% of people who try to fact-check AI responses go to Reddit. That stat alone should change how brands think about the platform. It's not just a social channel — it's where trust is built or broken in the AI era.
3. AI SLOP IS DRIVING PEOPLE BACK TO HUMAN CONVERSATION
The flood of AI-generated content has made people distrust polished brand content. Reddit's anonymity and self-governance make it feel real. Brands that show up authentically benefit from that halo.
4. PAID AND ORGANIC ARE TWO COMPLETELY DIFFERENT STRATEGIES
Reddit ads are still cheap (spend is up 3x YoY but only 2% of overall media mix). Great test channel. Organic is where the real long-term value lives — but it's nuanced, time-intensive, and easy to get wrong.
5. MOST BRANDS GET BANNED BECAUSE THEY SKIP THE RELATIONSHIP BUILDING
The #1 mistake: jumping into a subreddit only when your brand is mentioned. Reddit communities see right through it. You need to be a consistent, helpful presence before you ever mention your product.
6. REACH OUT TO MODERATORS BEFORE YOU POST
Moderators govern each subreddit independently. Being transparent about who you are and what you want to contribute goes a long way. Many will let brands engage if approached respectfully and honestly.
7. START SMALL — 3 TO 5 SUBREDDITS MAXIMUM
Pick smaller, less mission-critical subreddits first. If you make a mistake and get banned, it won't tank your strategy. Use it as a learning environment before going after the big communities.
8. SOCIAL LISTENING IS YOUR FIRST MOVE
Before posting anything, onboard Reddit into your social listening platform. Understand how your brand, your competitors, and your category are being discussed. That data tells you where to show up and what to say.
9. BUILD AUTHENTICALLY — THE BENEFITS FOLLOW
Don't try to game Reddit like Google SEO. Brands that focus on genuine helpfulness — answering questions, sharing expertise, engaging in adjacent conversations — naturally accumulate AI citations, Google visibility, and qualified referral traffic.
10. THE WINDOW IS CLOSING
Jonny's prediction: brands that invest seriously in Reddit now will have an 18-month head start on competitors by end of 2027. That head start compounds — both in Reddit reputation and in AI training data. It will be very hard to catch up.
