I’ve recently have fallen victim to Parkinson's law.

If you you don’t know what that is watch here.

Hey Everyone!

I think it’s been about three weeks since I last sent out something.

Regardless, let’s focus on the important thing.

Reddit.

And Reddit is having a moment.

It's all over LinkedIn, X, and of course Reddit itself.

But while you're reading this, you're thinking: shit, I think we might need a Reddit strategy.

And you're right to think that.

I saw a post on LinkedIn recently from Anita Moorthy. She mentioned talking to the CMO of a $100M cybersecurity company. They told her 10% of their revenue comes from Reddit.

Here's what they did:

That's it. No spammy shit. Just showing up, being helpful, and building trust first.

Well, good thing you're subscribed to this newsletter.

But this newsletter isn't about me. It's about these brands that are doing a really good job using subreddits.

And it's not just the tech brands either. It's beauty companies, health platforms, fintech, and more.

I want to break down what's working well for them and how you can replicate the same success for your brand.

Whether you're a:

Whatever, it doesn’t matter.

What matters is that you’re helping brands do what they need to do on Reddit.

And these brands?

They’re doing it.

When I talk to clients, this is my go-to example when I discuss which brands are doing it well.

Anyways.

MidiHealth did a few things right.

One, they’re transparent as fuck.

What I mean is that they are crystal clear about who they are and what they do on Reddit. They aren’t hiding behind vague accounts. Nor are they pretending to be "just a fellow Redditor."

They show up, they state they're MidiHealth, and they participate.

So this is their approach:

They have two employees using Reddit

(Bonus: keep your history transparent, personally I think red flag when I can’t see your history on Reddit).

Oh they have a brand account too:

Two, they created a subreddit that actually fosters community.

They didn't just build r/MidiHealth as a billboard for their product. They built it as a place for real dialogue — (I felt like putting an em-dash) with both existing users and people who've never heard of them.

That's it.

MidiHealth created a space that feels like a community first, company second.

What's working: Transparency builds trust faster than anything else on Reddit. When you're upfront about being a brand, people respect that. Don’t sneak around.

What you can steal: If you're building a subreddit for your brand, make it community-first from day one. Don't make it about you. Make it about the problem your users are solving. Give them space to talk to each other, not just to you.

Sometimes you have to...

Most brands would look at an unofficial subreddit about their product and immediately try to control it.

Revolut did the opposite.

r/Revolut is run by independent mods, not Revolut employees. And when I reached out to those mods directly, here's what they told me:

That's the game.

Revolut earns trust by not demanding it. They show up through u/RevolutSupport, a transparent, clearly labeled official account to help, answer questions, and participate in AMAs.

But they leave the community itself alone.

The result?

A subreddit that feels genuinely independent, which makes every piece of positive sentiment worth 10x more than anything Revolut could post themselves.

What's working: Collaboration over ownership. They work with the community, AMAs, FAQs, support without trying to run it. That distinction is everything on Reddit.

What you can steal: If there's already an unofficial community around your brand, don't try to take it over. Reach out to the mods. Offer to collaborate. Do an AMA. Show up as a resource. The goodwill you build by respecting the community's independence is far more valuable than the control you'd gain by claiming it.

Coverage Cat didn't just create a Reddit presence, they created their own subreddit ecosystem around the problem they solve, not just the product itself.

When you control the subreddit, you control the narrative.

Think about it. Someone searching Reddit for information about insurance coverage finds your community. Not a competitor's. And def not some chaotic thread where you’re getting ripped apart.

Why this matters: Your brand's perception is being shaped on Reddit right now with or without you in the conversation. LLMs like ChatGPT and Claude crawl Reddit discussions. Google indexes them. If people are talking about your space and you're not there, someone else is writing your story.

Coverage Cat shows up early and often, ensuring the story gets told the way they want it told.

What's working: They're doing what I call "seeding the soil." By owning the conversation early, every future discussion in that space runs through them.

What you can steal: If your niche doesn't have a strong subreddit yet, create one. It takes patience to grow, but the long-term upside is enormous, especially as Reddit becomes a bigger source for LLMs and Google.

GoFundMe gets something most brands completely miss:

Reddit is a local platform, not a global one.

There are subreddits for virtually every city, neighborhood, and region on earth. And most of them are underserved.

FYI, they’ve been in the Reddit game since 2011.

GoFundMe shows up in these local community subreddits with relevant, regional fundraisers.

What's working: About 76% of fundraisers are regional or locally driven but most brands ignore local subreddits entirely. GoFundMe is basically operating in a blue ocean while everyone else fights over r/nonprofit and r/crowdfunding.

What you can steal: Map your audience geographically. Find the city and regional subreddits where they live. Show up there first. You'll face almost zero competition, and the engagement rate will surprise you.

Tool Tip: use this to map.

Red Bull spends hundreds of millions a year on content marketing. Extreme sports. F1. Esports. They are arguably the greatest content brand on the planet.

And yet on Reddit, they're doing absolutely nothing.

And it's working anyway.

I reached out to the mods of r/redbull expecting to find some slick branded operation. Instead, I found out it's run by three guys who just like the drink.

When I asked if Red Bull had ever reached out, one of the mods told me:

That should tell you everything.

Red Bull has built such a strong brand identity through years of sponsorships, stunts, and content, that fans show up to Reddit and build communities for them for free.

Now compare that to Revolut, who actively collaborates with their unofficial community. Red Bull doesn't even do that.

They've essentially outsourced their Reddit presence to three volunteers who run it in their spare time.

What's working: Let’s call it brand gravity. When your product means something to people, they build things around it without you having to ask. The subreddit exists because Red Bull fans wanted a place to talk about it.

What you can steal: This one's harder to replicate directly, you can't manufacture brand love. But ask yourself: are there already communities forming around your brand or category that you're not paying attention to? Before you build anything on Reddit, go look. The community might already exist. And if it does, the Revolut playbook applies here: collaborate, don't control.

Let me be honest about something: Red Bull getting away with zero Reddit effort is a function of how big and beloved the brand already is. If you're a startup or a mid-size brand, you don't have that luxury yet. You actually have to show up here.

If you made it this far, congrats, maybe my writing isn’t all that terrible after all.

All I want to say that there’s a pattern here.

Look at all of these and you'll notice the same thing:

They're all participating.

They all have multiple accounts, subreddits and playbooks.

The brands winning on Reddit in 2026 aren't the ones with the biggest budgets or the slickest copy.

They're the ones who show up consistently, speak the language of the subreddit, and give before they ask.

That's it.

Peace.