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西法特西法特
Aug 02, 2022
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In Q2 of 2021, ad revenue on Reddit topped $100 million per quarter for the first time; Reddit also took the step of discontinuing programmatic advertising last year in favour of selling advertising through its own platform, and rolled out a new native ad format called Conversation Placement. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Reddit has also begun announcing more major partnerships with brands including the National Football League; the National Baseball Association; Netflix, ahead of the release of season 4 of Stranger Things; and the Australian Football League, which became the first major sports league to launch a range of Reddit avatars. Reddit’s partnerships have typically revolved around the hosting of official AMAs (Ask Me Anything, a Q&A format that Reddit is famous for) or the creation of themed avatar ranges. However, in the run-up to the eighth season of Love Island, which has just begun airing, Reddit and ITV announced a more wide-ranging partnership, billed as the “first of its kind … in the UK”. Reddit will be the “official fan partner” for Love Island in a deal that will see an official Love Island brand account interacting with fans in the Love Island subreddit, r/LoveIslandTV. Sneak peeks and behind the scenes content will be made available to members of the subreddit, plus AMAs with crew, producers and executives; and Reddit-style questions posed to ‘Islanders’, their friends and family. While Love Island and Reddit might seem an unlikely combination on the surface, r/LoveIslandTV is a 74,000-strong community of fans of the show who avidly discuss past seasons, predict couplings, trade theories, analyse Islanders and reminisce fondly about favourite moments. However, the news of an official partnership came as something of a surprise to members of the community, some of whom were ambivalent about being at the centre of a major marketing campaign. In this article, I’ll look at what took place and the lessons marketers can learn from it about how to approach a new platform or community, with thoughts from two experts in community engagement: Adam Tinworth, a veteran digital journalist and consultant on audience engagement and content strategy, and Michelle Goodall, Chief Marketing Officer at Guild, a platform for creating professional digital communities. News about the upcoming partnership first leaked via a job posting on LinkedIn that revealed ITV was searching for a ‘Reddit Producer’, leading members of the Love Island subreddit (or “sub”) to conclude that there would soon be an official ITV presence in the community. Reactions from the community were mixed, with users sharing fears that it would change the tone of the community. One wrote, “One of the best things about Reddit, it’s meant to be further away from the people involved. If producers and people from the show are going to be here, why not just go to their Instagram to share our thoughts?”
Understanding Reddit community norms
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