A Startup Founder's Intro Guide to Reddit
I've been using Reddit for almost a decade. Between personal use, startup self-promotion, and building a SaaS product on top of the platform, I've seen it all. Here are 10 lessons I've learned about Reddit over the past 10 years that startup founders can leverage to grow their business on Reddit.
First Things First: How Big Is Reddit? And Why Does That Matter?
50,000,000 people visit Reddit every single day. It's the home to 150,000 active communities known as Subreddits. That's quite a lot.
As a startup founder, you can tap into these communities to gain valuable insights and reach your target customers. Thousands of your potential customers are visiting Reddit each day, behind quirky usernames and funny cartoon characters. They're asking questions, giving recommendations, and providing insight into how they think about purchasing products like yours.
Startups that know how to tap into these communities can gain a ton at every stage: validating ideas, spotting pain points, building trust, and finding their first customers. Reddit offers a direct window into what your audience cares about most.
Self-Promotion on Reddit: Is It a Good Idea?
Now here's where it gets tricky. According to the Reddit Wiki, "It's perfectly fine to be a Redditor with a website, it's not okay to be a website with a Reddit account."
What does that mean? It’s Reddit’s way of saying: be a real person first, not a walking advertisement.
This is where many startup founders go wrong on Reddit. They come in and instantly try to self-promote and get confused as to why they get kicked out of certain subreddits or downvoted into oblivion.
Let me explain why.
Understanding Reddit Culture
A good way to think about Reddit is this: give more to the community than you take. It’s fine to mention your company when it fits naturally into the conversation, but that shouldn’t be your entire presence on the platform.
The benefits of showing up as a real contributor go beyond avoiding downvotes. You’ll get a complete view of your audience’s problems, needs, and behaviors. You’ll understand your competitors better, spot trends in your market, and build genuine relationships with people who might eventually become your customers.
It’s a lot like building rapport before reaching out to someone on LinkedIn. You wouldn’t (or shouldn’t) cold DM someone with a copy-paste pitch about your product without knowing anything about them. That’s the fastest way to get ignored. On Reddit, it’s the same principle: people can tell when you’re only there to sell, and they’ll tune you out just as fast.
When you show up consistently, offer value, and build trust, you’ll find people are much more open to hearing about your product – and sometimes, they’ll even promote it for you.
But how do you know if you’re adding value and contributing the right way? That’s a job for Karma.
What Is Karma?
Karma is Reddit's social currency. You earn it by posting valuable content and contributing meaningfully to conversations. You lose it when your interactions rub the community the wrong way with spam, irrelevant posts, or overly self-promotional comments.
As a first-time Redditor with a startup, you’ll need a baseline level of Karma to post in most communities. Without it, you’ll run straight into u/AutoModerator, Reddit’s automated gatekeeper. Every minute, about 1.6 brave new Redditors hit “submit” only to see their posts disappear into the ether because they didn’t have enough Karma.
So, how do you engage with the community if you need enough Karma to do it in the first place?
Engage first, pitch later. Jump into existing conversations, share helpful insights, and contribute to discussions where you have expertise. See how this works? You’re building trust, rapport, and a presence in the community long before you ever mention your product.
Subreddit Moderators
Reddit thrives because it governs itself, and moderators play a huge role in keeping things running well. Each subreddit has one or more moderators responsible for maintaining content quality and enforcing community rules.
Startup founders often clash with moderators, especially when self-promotional posts get removed. It’s easy to see them as blockers standing in your way, but their job is to protect the community from spam and low-effort content.
Love ‘em or hate ‘em, moderators aren’t going anywhere, and understanding their role will make your Reddit experience far more productive.
There are still some easy things to do so you don't get your content removed.
- Read the subreddit rules before posting.
- Look at the sub's mod comments to see reasons for bans.
- If you're unsure about subreddit etiquette, DM the mods and ask.
- If you get banned, don't take it personally. Happens to the best of us! 😇
Finding Subreddits for Your Target Audience
The first step to growing your business on Reddit is knowing where to look.
Pay attention to both large and small subreddits. Big subreddits offer more reach but often come with stricter moderation and faster-moving feeds. Smaller subreddits may have fewer readers, but your posts are more likely to stick around at the top for longer, giving them more visibility over time.
GummySearch makes this easier by helping you discover communities full of your target audience and keeping everything organized so you can stay on top of relevant conversations.
Here’s how:
On your GummySearch dashboard, find the “Audiences” icon on the right-hand side. (It’s the first icon below our “Gummy Bear” 🐻)
Next, you have two choices:
You can click on “Make a New Audience” and create an audience from scratch, or…
You can browse and choose one from our Curated Audiences, if one or more of them match your product idea.
And what do you know! We have a massive curated audience for Startup Founders. What does this mean?
It means we’ve compiled a total of 16 Subreddits (that’s over 12 million users!) that discuss anything and everything related to startups. These subreddits include both huge subreddits (such as r/startups) and smaller ones (such as r/SideProject).
This audience is a full-course meal for all of your product research and validation needs. From hot discussions to pain points to advice requests, you’ll find all and any types of discussion you need from real people, complete with the most relevant topics and their current popularity.
And the best of all: no need to dive into mounds of posts and comments. GummySearch has a special AI feature that sums up the content of themes based on what that specific audience is currently talking about. But if you want to dive deeper without wasting any time, you can also ask AI to bring up common threads (Patterns) for you, or you can directly ask AI to give you source-enriched answers to any question about the audience.
Make Your Posts Personal for Better Engagement
If you're going to post about your project/startup, give it a human touch. That helps with the "Redditor with a website" as opposed to the "website with a Reddit account" vibe.
One of my favorite Reddit indie hacker success stories is when @_joshuafonseca posted about his movie app. That one Reddit submission got him over 22 thousand signups! The title is: "I made Tinder for movies for me and my girlfriend."
This teaches us a valuable lesson: Don't make it about your app, make it about the why behind the app and your personal story.
Interestingly, the Startup Founders audience in GummySearch has several self-promotion posts you can draw inspiration from. Not only for how to craft your self-promotion posts but also for awesome new tools to try out.
Most posts will start with “I made” or “I created,” as we can see in the topics sorted from most to least-mentioned.
Now, here’s an example found in the wild. This is a solid self-promotion post because it feels genuine and approachable. The poster shares their story, explains why they built the project, and who it’s for, and keeps things conversational. Instead of pushing for sales, they invite feedback and make people feel included.
As for the replies, we don’t see anyone rebuking self-promotion. It’s quite the opposite: people are filing in to help with feedback, as well as offering constructive criticism in the comment section.
To be fair, startup-related subreddits are often more receptive to self-promotion since many people are building cool stuff there – so it’s still wise to check unrelated subreddit rules before self-promoting.
How to Drop Links Safely
If you want to keep your submission from being removed, avoid adding links directly in your post’s description. Redditors (and moderators) often see this as spammy, and many subreddits have strict rules against it. That said, it’s understandable if you want to redirect engaged readers to your website.
When done poorly, your post gets flagged or removed. When done well, it can drive meaningful traffic to your site and even go viral.
Here are some tips on where to put your links:
- In submissions: Links in the main post body can trigger removal, unless they’re essential to the context, like tutorials, open-source contributions, or direct answers to a community question. Even then, check the subreddit rules first.
- In comments: Comments are far less moderated than submissions. If your submission starts getting traction, jump in with a thoughtful comment that adds value and naturally includes your link. Think of it as answering a follow-up question rather than forcing a plug.
- In your bio: Your Reddit profile bio is prime real estate for a link to your website. But it only works if your comment history shows genuine contributions. If your bio says “Founder of X” but all your activity looks like spam, Redditors (and mods) will notice, and it’ll backfire.
Also, links on Reddit are good for SEO. Every time your site gets linked in a public post or comment, search engines like Google see that as a signal of credibility. While Reddit links are often marked as “nofollow” (meaning they don’t pass link authority), they still drive traffic, increase visibility, and can sometimes indirectly boost your search rankings.
My preferred method is adding links to comments. Keep your submission clean, let it build traction naturally, and once it starts picking up steam, jump in with an OP comment that offers context and includes a link to your website. It feels more natural, gets better engagement, and avoids triggering Reddit’s spam filters.
Your Reddit Profile Matters
This might seem obvious, but a lot of people still mess it up.
When a Redditor or moderator spots a questionable post, the first thing they do is check your profile. They’ll scroll through your post and comment history to figure out if you’re actually contributing to the community or just spamming links to your website.
Here’s a quick test: click on your own profile. Does it look like you’re an active, helpful Redditor, or does it read like a running ad for your product?
For example, if your last few posts (or worse, your only posts) are all about your website, it’s a dead giveaway that you’re just here to promote. But if your history shows thoughtful comments, helpful answers, and genuine engagement, people are way more likely to trust the occasional product mention.
Blend in, be helpful, and earn your place in the community. It makes all the difference.
The Magic’s In the Comments
Remember, it's a community and not an audience. That means: engagement over pitching, always. Posts can take off, but comments are a much more consistent way of interacting with the community, even if you're also trying to promote your projects.
It’s not hard to get a #1 comment on a Reddit post if you’re early to the game. In other words, if you’re one of the first people to comment on a popular submission, your reply has a better chance of being seen, upvoted, and staying at the top.
Beyond being less moderated, comments are also a more natural place to drop links, especially when they genuinely add value to the conversation.
The idea is quite simple: be helpful. Jump into threads where you have expertise, answer questions thoughtfully, and share useful insights. If your answer naturally ties back to a blog post, app, or resource you’ve built, that’s a win for everyone.
I spend more time commenting on Reddit than making my submissions, and it works incredibly well. The easiest way to do this is by tracking relevant keywords in subreddits where your audience hangs out. This lets you jump into conversations about pain points you can solve or share blog posts that directly address someone’s question.
How to Track Relevant Keywords on Reddit Using GummySearch
In GummySearch, the “Track Keyword” feature will notify you via email of new conversations that match your filters.
Here’s how to filter and track your keywords to stay in the loop:
On your GummySearch dashboard, click the “Advanced Search” icon (🔎). Next, choose the audience and the keyword you want to look for.
Then, all you have to do is click the bell icon (🔔) to track it. You can also boost your search by feeding the AI match criteria, where you can specify the kinds of posts you’re looking for and GummySearch will fetch them for you. For example, you could include “conversations that mention SaaS pain points.”
If you want to go even further, you can add AI-based matches for even more granular results. To do it, open any of your tracked searches and click the gear icon (⚙️).
You’ll see something like this:
AI-based matching gives you the freedom to:
- Choose between getting notifications in your daily digest (through your preferred notification channel) or right away, as soon as your tracked keyword gets mentioned.
- Define specific criteria for the kinds of results you want to see included
- Define the types of results you do NOT want to see included.
With this feature, AI will filter conversations in and out, so you can optimize your research process even more.
Ease Your Expectations
Not every good submission takes off, and that’s OK. Reddit can be unpredictable, and timing, wording, or even subreddit choice can make all the difference.
If a post doesn’t gain traction, don’t be afraid to repost after a few days in a similar subreddit with a slightly different title or angle. Small tweaks – like focusing on a different benefit, rephrasing your hook, or adjusting the tone – can lead to very different results.
Treat this like an experiment. Test multiple titles, see which ones stick, and pay attention to what works. Did one get more upvotes? Did another spark more comments? These insights can guide your future posts and help you refine your approach.
Finally, Here Are the Ups and Downs of Relying on Reddit for Growth
Reddit can send a flood of traffic your way, sometimes overnight. A single well-placed post can drive thousands of visitors and even spark real sales. But…it’s still unpredictable. What works one day might “flop” the next, and success often comes down to timing, the right subreddit, and a little bit of luck.
Relying on Reddit as your only growth channel is risky, to say the least. It’s better to see it as one piece of a larger strategy – a place to validate ideas, connect with your audience, and occasionally get a big spike in visibility.
Use Reddit intentionally, learn from the patterns, and make it part of your toolkit, but not the entire plan. And while you’re at it, use GummySearch to make the process 10x easier.
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