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I threw up in my mouth reading this. I don't think any community would enjoy being described as "an environment of active discovery ripe for brands to show up and add value".
If you're like me and haven't deleted old reddit comments because of the valuable information they can give other people, now may be the time to reconsider. Being able to advertise on discussions that have already happened is one of the sales pitches Reddit makes to prospective advertisers.
They mentioned Ally Financial as one of the success cases so I did a quick search for recent posts about Ally and sure enough the very first result from outside their own sub has this user contributing to the conversation:
https://www.reddit.com/user/robbiedavissie
Somebody posts a question about Ally and this 11 minute old account comes along pitching all of Ally Bank's features. Then a week later they're making 3 posts in a row advertising some other brand.
Super sketch.
There’s a ton of these accounts. They gather karma with scripts that randomly repost top 100 all time posts on big subs and then delete them so their account looks clean. Then they sell it to ad companies that post client sanctioned posts and comments and get paid based on user engagement with the brand.
Check out r/hailcorporate. A huge portion of Reddit is just guerrilla advertising.
They also do it by copying text from comments that are getting upvoted in the same thread and then reposting it higher in the thread so it gets random upvotes. Caught the copy-bots doing it a bunch of times, got tired of reporting them since the reddit admins obviously weren't interested in combatting the problem even if local moderators were (and I suspect they were in fact helping it along because it aligns with their goals for Reddit).