Known as “the front page of the internet,” Reddit is one of the top news aggregator sites. Though its user base is fairly small (330 million users as of late 2018) compared to Facebook and other major social platforms, it has an intensely loyal following.
And many brands — including some law firms — use it as a key piece of their marketing campaign. One particular trend that’s worth noting is the rapid growth of Reddit video.
For this post, I’ll discuss some interesting statistics that prove why you may want to consider this as a new legal marketing medium and tips for increasing your chance of success.
The Rise in Reddit Video
In Reddit’s Year in Review: 2018, they mention that they first launched native video hosting not long ago in 2017. During that time, it has quickly become the dominant way that users view and post video content on the platform.
“In the 2 months since we released our ‘Video on Reddit’ report, we’ve seen a 40 percent jump in video consumption, from 1 billion native video views per month to 1.4 billion,” they explain. “We also reported Reddit was serving more than 400K hours of natively hosted video every day and more than 13 million hours of video monthly, a growth of 38 percent since the beginning of 2018.”
A Huge Opportunity
Those are some pretty remarkable numbers and demonstrate firsthand how popular this medium is with users. With 38 percent growth in less than a year, that will pique the interest of any savvy legal marketer.
While you certainly won’t be able to reach nearly the same size of user base as YouTube or Facebook with Reddit video, it definitely presents a great opportunity. And the odds are good that this a trend that will continue for the foreseeable future. Video is more popular than ever across the board, so it only makes sense that users will continue to consume a lot of it on Reddit.
Striking while the iron is hot and when it’s not on the radar of many of your competitors gives you a chance to expand your law firm’s audience and generate quality leads.
What Users Are Looking For
Reddit also reports that video performance varies depending upon the specific community that’s absorbing the content. However, they point out, “With 50 percent of our audience under the age of 34, ‘snack size’ videos — AKA short, quick-consumption clips — are a trademark of their content consumption patterns.”
In other words, brief videos tend to perform the best. So that’s likely what you’ll want to aim for. Keep in mind that 70 percent of users watch Reddit videos on mobile devices, so keeping making content easy to absorb on the go is highly recommended.
Capitalizing on Rapid Growth
Even though this platform has been around since 2005, it still manages to escape the notice of many law firms. But that’s a mistake. It’s always had potential for those who know how to properly utilize it and connect with users. And now with Reddit video surging in popularity, there’s arguably never been a better time to take advantage.