How to Create a Reddit Content Calendar

Reddit is a unique corner of the internet, to say the least. It’s a place where mostly anonymous users talk about everything from cat memes to politics — sometimes in the same thread. And now, more than ever, it’s a popular marketing channel.

In 2024, Reddit generated $1.19 billion in advertising revenue, up from $653 million in 2022 — a staggering 82% increase in just two years. It’s easy to see why. Reddit allows businesses to interact directly with deeply passionate users about niche topics. Plus, Reddit threads frequently appear in search engine results, even years after posting. 

But your business needs to tread carefully to give the best impression. Redditors famously dislike marketing, and inauthentic or salesly content can trigger a backlash. Want to blend in? You’ll need to create consistent, valuable content that fits the culture. Get started with our expert tips for building a Reddit content calendar. 

Basics of Reddit 

Reddit is one of the most community-driven platforms on the internet. Users cluster together based on their interests, creating and sharing most of the content. If it’s worth talking about, you’ll probably find a conversation — or a thousand — about it here. 

Like all social media platforms, Reddit has developed its own jargon. Here are a few terms to know: 

• Subreddits: These forums focus on specific topics, ranging from the broad — like r/funny — to the obscure, such as r/BreadStapledToTrees. Each subreddit has its own culture, rules, and moderators.
• Posts: Content posted by users — known as “original posters” or “OPs” — that other Redditors can respond to.
• Upvotes and downvotes: Redditors upvote — or “like” — content they approve of and downvote content they disagree with or find unappealing. Posts with more upvotes rank higher in subreddits. 

Once your team has all the jargon nailed down, you can feel more ready to plan how your content can become a Reddit staple. 

Benefits of a Reddit Content Calendar 

If you’re already active on Reddit regularly, you might be used to posting whenever the urge strikes. An impulsive 2:00 a.m. post is totally fine when you need personal advice or want to share a picture of your cat. 

As a business leader, though, you shouldn’t post content on a whim. Instead, take the time to plan a content calendar. Here are a few reasons why a more organized approach is helpful: 

• Increased visibility: When you post consistently, Redditors will start to recognize your username, increasing brand recognition.
• Builds community presence: If you only hop on occasionally to share promotional content, Redditors will likely view you as an outsider, and rightfully so. A regular posting schedule helps you become a genuine — and welcome — presence within the community.
• Easier to track: By sharing a steady stream of content, you can easily monitor your performance and see what’s working and getting those dreaded downvotes.
• Better time management: Planning your content ahead of time helps you stay organized and avoid last-minute scrambles. 

When you take the time to plan your content, you’re much more likely to follow through. 

How To Create a Reddit Content Calendar

Building a content calendar should be fun, not stressful. Follow these simple steps to get the ideas flowing:

1. Set Goals for Your Reddit Content Calendar
2. Choose Your Subreddits & Content Topics
3. Determine Frequency of Posts
4. Structure Your Content Calendar
5. Find the Right Tools & Resources for Management 

Set Goals for Your Reddit Content Calendar

Everything you share on Reddit should be part of a larger strategy. Be sure to set a few goals upfront to guide your decisions. 

For Sara Vicioso, Growth Marketing Manager at Workshop Digital, it all starts with audience research. 

Vicioso shares that, "Before building a Reddit content calendar, you need to know who you're talking to and how they engage on the platform. That means digging into relevant subreddits, seeing what kinds of discussions are happening, and figuring out what type of content actually resonates.” 

Once you understand your audience’s interests, you can tailor your content accordingly. Look for gaps, too. If no one’s mentioned certain topics, you could kick-start the conversation. 

Competitor research is also valuable.

“How are your competitors engaging?” Vicioso asks. “What subreddits are they active in? Since every subreddit has its own vibe and rules, your content needs to feel natural, not forced." 

Use these insights to establish clear and specific goals. For instance, you might aim to share two posts a week or become a go-to resource in a popular subreddit. 

Choose Your Subreddits & Content Topics 

You don’t need to flood Reddit with content to get attention. In fact, that’s the last thing you should do. Instead, identify one or two relevant communities that could benefit from your knowledge.

Clutch surveyed 260 respondents about their thoughts on Reddit marketing, and 37% believe that their biggest challenge with Reddit as a marketing channel is the difficulty with targeting the right subreddits. 

"Scroll through relevant subreddits and analyze top posts,” advises Amel Mehenaoui, SEO Account Manager and Lead Strategist at Taktical. “Pay attention to recurring questions, pain points, and inside jokes. If you don’t get the culture, your content won’t land.” 

Once you’ve chosen your subreddits, look for opportunities to join discussions.

“Build your content plan around real conversations, not marketing objectives,” Mehenaoui recommends. “Share insights. Answer questions. Spark discussions. And whatever you do, ditch the corporate tone. If your content feels like an ad, it’s already dead." 

Resist the urge to promote your products or services in every conversation—it’s a surefire way to get Redditors’ hackles up. Always focus on genuine content, not sales. 

Determine Frequency of Posts 

As you map out your Reddit content calendar, consider your ideal posting schedule. 

"I recommend that brands take a slow, methodical approach to their Reddit marketing and the KPIs they track,” says Molly Ploe, Director of SEO & Demand Gen at Brafton, Inc. That way, you won’t stretch yourself too thin.

Ploe continues, “Begin with a minimal posting and commenting schedule at first, and observe the results. Use those metrics to determine how you want to improve, scale up, or pull back on your strategy." 

Tracking metrics can also help you determine when to post. 

Vicioso observes, "The best times to post on Reddit depend on your target audience and the specific subreddits you’re posting in." 

“Timing matters, but not in a ‘post every Tuesday at 10 AM’ kind of way,” Mehenauoi adds. “Every subreddit has its own peak activity hours, so there’s no universal best time. Reddit’s general hot zones for U.S. audiences are 6 AM – 9 AM and 5 PM – 7 PM EST on weekdays. But don’t take that as gospel because data beats generic advice every time.”

Want to learn your audience’s preferences? Experiment with sharing content at different times and monitor engagement to see when users interact most. 

Structure Your Content Calendar

Many websites offer free content calendar templates that you can tweak to fit your needs. You can also design your own with a spreadsheet or an old-fashioned whiteboard. 

As you format your calendar, use different colors to represent various types of content. For instance, you could use blue for discussions and red for news. And don’t forget to distinguish between different subreddits. That way, you’ll know where everything belongs at a glance. 

Find the Right Tools & Resources for Management

While Reddit marketing could theoretically be a team effort, it's best to have one person handle everything. Ideally, they’ll already be avid Redditors, but anyone can learn the ropes. This strategy will help your Reddit presence feel consistent and, above all, genuine. 

Consider investing in a social media scheduling tool, too. Platforms like Cronnit and Postpone automate posting, so you’ll never have to worry about forgetting content. They also include data analytics tools, perfect for tracking upvotes and other metrics. 

Best Practices With Your Reddit Content Calendar 

As you flesh out your calendar, set yourself up for success with these best practices: 

• Engage with your community: Redditors are individuals with real interests and opinions, not faceless consumers. Get to know them by responding to posts and sharing resources. It’s all about adding to the conversation and building relationships that actually matter.
• Tailor content to the subreddit’s culture: Subreddits have unique norms and inside jokes like in-person communities. Make sure you understand the culture before you jump in.
• Stay flexible: Like any social media platform, Reddit is always changing. Keep an eye on the latest trends and user behavior so you can adjust your strategy as needed. For example, you could add these formats to your calendar if Redditors start flocking to how-to guides or videos.
• Avoid common pitfalls: One of the biggest mistakes marketers make is presenting themselves as, well, marketers. Ploe explains, "It’s very easy to come off as an intruder on Reddit, so brands entering this space need to tread lightly. Any organic posting should be value-first, helpful content that cannot be misinterpreted as advertising in disguise."

Take the time to learn general Reddiquette, too. This research will help you avoid breaking any rules or, even worse, accidentally offending the users you’re trying to connect with. 

Build New Relationships With Reddit Marketing 

The evidence is clear: Reddit marketing is on the rise. But many brands haven’t dipped their toes into this unfamiliar territory yet. By investing in Reddit now, you can get a head start. 

Need a little help getting started? Check out Clutch’s directory of the top Reddit advertising agencies. These experts will help you design a successful calendar, find the perfect subreddits, and more.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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