Reddit has emerged as a popular growth channel, but the experience at lemlist reveals that it’s more complex than many assume. Over three months, the team published 12 original threads across six subreddits and engaged in 28 discussions. They saw a 22% increase in traffic from Reddit, which translated to a 20% higher signup conversion rate from that traffic. However, the journey hit roadblocks, with four threads deleted by moderators due to their marketing appearance. The key takeaway is that subreddit cultures vary widely, and what works in one community may not work in another. Moderation on Reddit is strict, and the team found that even well-crafted insights can be flagged if they seem too promotional. Their automated workflow for responding to brand mentions worked initially but failed after a few interactions, emphasizing the need for a personal touch in comments. Reddit functions more as a long-term visibility and influence channel rather than a quick acquisition tool. One thread, “Lemlist vs Apollo,” even began ranking on Google, demonstrating that engagement on Reddit can have lasting benefits beyond the platform itself. The discussion also highlighted the challenges of organic engagement on Reddit. Many contributors noted that managing the channel effectively may require dedicated resources. Some users suggested that while Reddit ads can reach a broad audience, they often struggle with conversion rates. Overall, Reddit demands a nuanced approach that prioritizes community norms and authentic interactions over traditional marketing tactics.