In a recent LinkedIn post, Ross Simmonds discusses how businesses often misunderstand and misapply their strategies on Reddit, a platform that requires a fundamentally different approach compared to other social media channels. Simmonds emphasizes that treating Reddit as just another promotional avenue is a common pitfall that leads to ineffectiveness.
According to Simmonds, success on Reddit hinges on building a genuine presence and community before attempting any form of promotion. He outlines three essential non-negotiables for businesses looking to establish a foothold:
“1️⃣ Create your own Subreddit. This is your owned community around your brand and niche. Do this early. If someone else claims the name first, you may never get it back.”
Building the Foundation: Owned Communities and Brand Identity
Simmonds argues that establishing an official Subreddit is crucial for brands. This dedicated space allows a company to cultivate a community directly related to its brand and industry. He warns that delaying this step can lead to the valuable brand name being claimed by others, potentially hindering future efforts.
Furthermore, Simmonds highlights the importance of securing a brand username, comparing it to claiming an @ handle on platforms like X or LinkedIn. This ensures brand consistency and prevents impersonation. He also mandates that this brand account should actively moderate its own Subreddit, reinforcing its ownership and control.
“3️⃣ Create a human-facing account. Not a logo. A person. Example: RossFromBrand. This account represents the business in other Subreddits by answering questions, adding value, and participating like a real human.”
The Human Element: Engaging Authentically
A key tenet of Simmonds’ strategy is the creation of a human-facing account rather than a corporate logo. He suggests using a name like “RossFromBrand” to represent the business. This personal approach, Simmonds explains, is vital for engaging in other Subreddits. The goal is to participate authentically by answering questions, offering valuable insights, and contributing to discussions as a real individual would, thereby building trust and rapport within the wider Reddit community.
The Core Principle: Value Before Promotion
The most significant point Simmonds makes is that Reddit is not a platform for direct promotion. He states unequivocally:
“But here’s the part most brands miss. Reddit isn’t a “post and promote” platform. You earn attention by being useful. Every day. Consistently. Without shortcuts.”
Simmonds stresses that attention and engagement on Reddit are earned through consistent, valuable contributions. Brands must focus on providing utility and demonstrating genuine helpfulness over time, rather than seeking quick promotional wins. This long-term, value-driven approach is what builds credibility and an audience on the platform.
Scaling with Ads After Building Trust
Once a brand has established trust and a solid foundation through authentic engagement, Simmonds suggests that Reddit advertising can become a powerful tool. He notes that understanding the platform’s culture is a prerequisite for effective ad campaigns. For those ready to explore advertising, Simmonds mentions a partnership with Reddit for Business offering a specific incentive:
“For new ad accounts: Spend $1,000 on ads and get $1,000 in ad credit.”
Simmonds concludes by reiterating his core message: understand the platform, build trust through genuine interaction, and only then consider amplifying successful content through paid means. This phased approach, he argues, is the key to unlocking Reddit’s potential for business growth.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on February 23, 2026 | View original post on LinkedIn →