Reddit launched an in-house creative agency to help brands engage with its niche-internet users.

Reddit launched an in-house creative agency to help brands engage with its niche-internet users. From skateboarding, to gaming, to stock market enthusiasts (hi GameStop), Reddit has always been a platform dedicated to niche-communities who are constantly engaging with each other. To help marketers speak the language of those 52 million daily users and understand their unique interests, the platform has launched KarmaLab—an in-house creative agency. The agency helps brands earn “karma,” which is a metric people on Reddit use to show appreciation for content; the more “karma” a post receives, the higher it appears in a subreddit. When Samsung wanted to promote its 5G data speeds on Reddit, the brand tapped KarmaLab to develop a campaign that asked users to “ELI5” Samsung’s technology, which is a way of asking someone to simplify a complex subject (there’s a whole subreddit dedicated to “ELI5” conversations). Snickers also worked with the creative agency to develop a campaign that engaged with the gaming community, and helped them “[evoke] the themes of nostalgia and enjoyment in gaming with fun nods to the audience’s favorite games.” YPulse’s own research with Reddit found that 69% of 13-39-year-old Reddit users say they respect when brands make the effort to be on the site. (AdAge)