Why Reddit Rejects Even the Best Instagram Content
And how lo-fi, comment-first strategies actually win
Marketing teams often use the same approach that worked well on Instagram when they wish to get into Reddit. They post the same attractive post from IG on Reddit, but what encourages interaction on Instagram sometimes becomes intrusive on Reddit.
Instagram is like an art library, somewhat like everyone being able to be their absolute best version of themselves. At the same time, Reddit would be equivalent to a crowded pub where people can be found debating, arguing, or solving problems. It’s like if you entered a crowded pub and yelled out your ‘pre-planned’ sales pitch, you would quickly find yourself outside the door. To make a success of their marketing efforts on Reddit brands must shift their focus away from looking good to being helpful.
The gap between trust and information
Research in 2025 shows there is a major change in how people perceive themselves as consumers. 71% of users who discovered a brand online or offline, researched it on Reddit. People reported satisfaction with a purchase they made based on information found on Reddit.
This high level of user trust is a result of what is called the “authenticity tax”, or the difference between what types of content users expect to find on Instagram compared to what they expect on Reddit. Users generally expect curated and sponsored content on Instagram, but raw personal experiences on Reddit. Therefore, if a brand reaches out to consumers by posting high-gloss/art-directed photographs or videos of its products, users will often respond negatively because they assume the brand is trying to get away from using the medium that users expect to see raw personal experiences.
Data suggests that lo-fi content either simple text posts or amateur photos, often outperform “hi-fi” content on Reddit. The reason for this is that lo-fi content conveys the message that a real person (not a corporation) is providing the information being posted online.
Case Study: Support vs. Sales
Brands that succeed on Reddit, such as Mint Mobile, have found ways for Reddit to act as both a source of utility and as a source for awareness. Rather than using this platform primarily as a vehicle for selling, they sponsored a semi-official subreddit. It’s where their moderators and volunteers were available to address queries and deliver technical support to members in a transparent and open way.
This approach has resulted in more than 100,000 visits to the Mint Mobile website per month and about 44% of Mint Mobile’s total social referral traffic comes from Reddit. Their semi-official subreddit has a community of more than 50,000 people.
Engagement Guidelines
To establish continuity between these disconnected environments, marketers must establish a new set of rules that are based on the context of each platform.
Do not use Hashtags: On Instagram, hashtags are an important method of discovering new content. In contrast on Reddit, hashtags are not an effective tool and can be viewed as culturally inappropriate. Using hashtags indicates to users that the poster is unfamiliar with the site or is trying to manipulate how users find their content.
Participate in the Comments: On Instagram, a brand might respond with a heart emoji to someone who comments about the brand. On Reddit, the comments section is where the majority of the work occurs. According to statistics, brands that participate in the comment sections of their posts will receive 2.3 times as many upvotes on their product than those who do not participate. Brands that stay engaged and respond to tough questions or otherwise defend their position earn the respect of Reddit users.
Rely on value density versus image quality: Instagram thrives on aspirational imagery; Reddit thrives on density of information. Providing a written post explaining how a product was developed with details about trial and error and the science behind it. This is a more effective means of showing how a product was created than providing video or picture collages showing only the final product in 4K.
The 9:1 Ratio
The 9-to-1 Rule is the best way to show Reddit that you respect their culture. For every time you post about your brand, post nine times that are not related to selling anything (e.g., answering a question, giving advice, or joking in threads). You need to put value into the community’s bank account before you can take attention out of it. If you become a valued member of the community rather than just a billboard for your brand, you’ll likely create brand love beyond what Instagram can offer.
Thinking of launching a subreddit for your brand and want the expert strategy, then