When you search for just about anything on Google these days, the search results will likely include a few links to discussion threads on Reddit. If you haven’t yet spent much time on Reddit, it is worth checking out for several reasons.
First, Reddit is a community where users discuss everything from sports, books and music to television shows, fitness and celebrity gossip, plus everything in between. Looking for a local plumber recommendation? There is likely a Reddit group comprised of people in your community who can provide input. Want to find out what viewers think of a new movie? Curious what the buzz is on the latest episode of The Voice or Survivor? Seeking commentary on the most recent political scandal? Discussions are happening on Reddit.
While you can use Reddit from your computer, many users download the app. You can search by keywords to find topics you’re interested in and then join related groups called “Subreddits.” A friend told me while having his morning coffee, he reads Reddit Subs about current news and sports, the same way he used to read the local newspaper. I grow succulents as a hobby, so I belong to several Reddit “Subs” where users discuss succulent plant care, species identification, and propagation tips.
AI Tools Frequently Cite Reddit
Many of the top AI platforms, including ChatGPT, Perplexity, and Google AI summaries, cite content from Reddit. In one study, Perplexity cited content from Reddit in 45% of its search results, although these percentages have since fluctuated and change daily as algorithms shift and adjust. Funny enough, when I went to look up stats on the use of Reddit in AI, Google’s AI summary linked to this post from Reddit, which details the percentages of Reddit citations in some of the AI tools.
In addition, the AI tools monitor “upvotes” on Reddit. When a Reddit user starts a discussion thread or comments on a discussion thread, other users can click an arrow icon to “upvote” the content. The more upvotes content receives, the more authority the AI tools assign to that post, increasing the likelihood it will appear in AI search results. This also impacts how Google views the content, increasing search engine optimization value as well.
Why does this matter? Because when your book is recommended by a Reddit user, an article you wrote is shared in a Sub, or a link from your site is posted, and then the content receives upvotes from the Reddit community, it increases the likelihood the content will appear in AI search results and Google search results. And since AI users tend to trust the information they receive, this boosts the credibility and awareness for your content.
Reddit Content Can Improve Search Engine Optimization (SEO)
When a link to your site is shared by a user on Reddit and receives upvotes, it can improve your overall website optimization because Google places value on high-quality, user-generated content. In addition, when your link is shared, you may see an uptick in traffic from Reddit users who click to learn more. Similar to how the AI tools are monitoring and mining Reddit for credible user content, Google is also giving higher priority to popular content.
How to Use Reddit for Book Marketing
The Reddit community generally does not appreciate blatant promotion by authors or anyone hawking products. However, you can find opportunities to share details about your book without getting blocked or irritating community members.
Step 1: Join Subreddits that Reach Your Target Audience
Get started by finding Reddit communities where your target audience spends time. For example, if your book is about equestrian life, you can search the keyword “equestrian” and discover a list of Reddit Subs. I just did this and received these results:
r/equestrian – 143k members
r/horses – 154k members
r/horsetrainingadvice – 1,400 members
r/GamesWithHorses – 7,900 members
Next, I searched for “horse racing” and discovered these communities:
r/HorseRacing – 35k members
r/HorseRacingUK – 12k members
r/HorseBetting – 45k members
If these communities align with your book and your expertise, you can join some or all of them. It is completely free to participate on Reddit.
Step 2: Participate in Reddit Subs
Join the communities where your readers spend time and look for ways to contribute to the conversation. For example, I belong to several publishing communities on Reddit. When I have a few minutes to spare, I pop in and answer a quick question or two. I always aim to provide value above anything else and be a good Reddit citizen. When appropriate, after sharing useful information to answer a question, I sometimes share a link to a blog post or report on the Nonfiction Authors Association site. I end my comment with something like: “I explain this in greater detail in this blog post: <link>.”
There are several benefits to participating in Reddit Subs this way:
- The user gets a useful answer to their question.
- Other users can see my answer, potentially for months or even years to come.
- Some users will click on the link I shared, which can drive traffic to the site. Some also sign up for a free report, thus growing our email subscriber base.
- Each time we get a link mentioned, we can earn a credibility boost from Google, which can improve overall website ranking authority.
- Each response could end up getting cited in AI search results when someone asks a related question.
That’s a lot of value for doing something I can accomplish in under five minutes.
Step 3: Participate in AMAs
There is a popular feature across many Reddit Subs known as an AMA—Ask Me Anything. As an active participant in a Reddit Sub, and provided these are allowed within that Sub, you can create an AMA post inviting the community to ask you questions about your area of expertise.
I recently posted the following in a Reddit community about self-publishing:
“AMA: I run the Nonfiction Authors Association, have been both traditionally published and self-published, and am a former bookstore owner. Happy to help with questions!”
I set the AMA to run for 24 hours, meaning I committed to answering questions for this time period. I answered about eight questions in total, and after answering the first few questions and delivering value, I added a comment with a link to our sites to find more information. This thread will live in that community forever, which means others can find it months or even years from now. The whole experience took less than 30 minutes of my time and can potentially lead to new users locating the Nonfiction Authors Association.
Consider how you can offer value to your target readers by sharing your knowledge and experience. For example, if you have authored a book on food allergies, you might post something like this:
AMA: I’m an author and expert on food allergies, how to find hidden allergens in foods, and have lots of easy recipes. Happy to answer your questions!
Step 4: Craft Reddit Posts that Deliver Value
When creating a discussion thread in a Reddit Sub, always avoid sounding self-promotional. Instead, weave in details about your knowledge and experience. Here are some ways to create effective posts:
- Share your real-world experience. For example, “I lost 50 lbs in six months without medications. Here are the strategies that worked for me.” Then deliver several valuable tips.
- Share tips and case studies. Nonfiction book marketing is about serving the interests, needs and challenges of your target readers. Keep this in mind as you offer a list with quick tips or interesting case studies.
- Participate in theme threads. Some Subs have weekly posts like Self-Promotion Tuesday or Feedback Friday where users are encouraged to share.
- Provide value and share more resources. After you’ve offered value, mention something like, “I wrote a report on this topic that goes into much more detail. You can download it here. <link>”
- Create long-form content. Whether answering a question on a thread or creating a new thread, when you over-deliver on value by offering an extended amount of educational insight, readers will notice and upvote your content. Even if you don’t post a link to your content, users can click on your profile and find your link there. If your content really delivers, they may bookmark it for later, too.
- Spread goodwill on Reddit. Recommend books you’ve enjoyed and resources that have been helpful for you, like the Nonfiction Authors Association!
- Offer reviewer copies, if allowed in the community. Check the community rules or ask the admin first.
- Host a book giveaway, if allowed. Check the community rules or ask the admin first.
- Ask for beta readers, if allowed. Check the community rules or ask the admin first.
- Ask others to recommend your book and content on Reddit. Ask peers, readers, friends, and others you know to recommend your book or content from your site when appropriate. For example, you might ask a friend to write a thoughtful review of your book in one of the many book club communities on Reddit.
- Consider starting your own Reddit Sub. It’s free and easy to do!
Step 5: Don’t Get Banned, Blocked or DownVoted
There are several ways to get yourself in hot water on Reddit.
- Never blatantly promote your book, unless it’s a self-promotion thread where users are invited to do so. Spamming groups with posts about your book is a quick way to get blocked or banned. This is true on all social media networks. Instead, focus on delivering value as outlined above.
- Know the community rules and follow them. When in doubt, ask first.
- Avoid copying and pasting the same content in multiple communities, with the exception of AMAs. Reddit encourages sharing AMAs in multiple communities and will even prompt you to do so.
While Reddit can seem a bit daunting and overwhelming at first, once you locate some communities of interest and read through threads to see what works best, it will all start to make more sense. You might even find you enjoy perusing content while drinking your morning coffee!
Participating on Reddit doesn’t require a significant time commitment and can be done while you’re standing in line or taking a quick break.
Let us know how it goes for you!
