How do you connect with a skeptical, technical audience?
Humanizing Enterprise Expertise Through High-trust Reddit Engagement
Challenge
We lost our paid ad budget and pivoted to organic strategies, faced low external and internal awareness, and lacked a Reddit handle. Previous sponsored posts had low engagement (under 0.08% CTR) and high bounce rates (78%) due to corporate tone. SMEs were isolated behind whitepapers, with no dialogue with decision-influencing communities.
Solution
PHASES
1. Connected with our corporate Reddit manager, selected subreddits, curated SMEs, and defined objectives around deep technical value; no product talk.
2. Handled seeding via a landing page, social media promotion, internal employee advocacy, and early question ingestion.
3. Led 2-hour Q&A sessions; gathered markdown tech links and unscripted answers. 4. Delivered an Outshift-centric blog; post-event social media posts with pull quotes, eureka moments, and amplification tagging; and cross-team whitepapers to boost expert authority and external and internal awareness and consideration.
Impact
Earned 91% positive upvotes and grew engagement by 14.8x.
Landing page CTR rose 42.5x over previous paid results, and post-AMA bounce decreased by 71.8%.
Optimized our budget by repurposing AMA content into blogs, driving ongoing organic traffic.