About the Episode
Many research institutions have this same challenge: They want to be known for their research strengths but struggle to do this in a way that engages their non-academic audiences. Lucy Guest at the University of Warwick brings us a highly-effective, super low-resource tactic: share your academic research articles on Reddit. First, find the right community; second, post a recent, peer-reviewed article; third, watch the impressions, engagement (and upvotes!) roll in. This tactic not only gets you real interaction with your research, but can raise the academic profile of your university with prospective student audiences.
Key Takeaways
- Reddit is an Untapped Channel for Academic Research: Reddit’s communities (subreddits) are ideal for reaching niche audiences interested in academic research, especially when targeting fields like science, history, and local news.
- It’s Low-Effort and High-Impact: Posting research on Reddit requires minimal time and resources compared to other social platforms, yet it can generate significant engagement and visibility.
- Peer-Reviewed Research is Key for r/science: The r/science subreddit requires submissions to be peer-reviewed and published within six months, ensuring the content is credible and up-to-date.
- Find the Right Subreddit: Whether it’s r/science, r/AskHistorians, or even r/DamnThatsInteresting, targeting the right niche is crucial for engaging the right audience.
- Data Can Convince Leadership: Sharing metrics like upvotes, comments, and views demonstrates Reddit’s value to leadership and stakeholders.
The Challenge: Sharing Research Beyond Traditional Channels
As a research-intensive university and member of the UK’s Russell Group, Warwick needed to expand its approach to promoting academic research. Social media efforts were largely focused on platforms like Twitter and Instagram, which didn’t always resonate with audiences seeking research-driven content. Lucy saw an opportunity to use Reddit to reach the right people where they already were—without adding significant strain on her small team.
The Strategy: Using Reddit to Showcase Peer-Reviewed Research
Lucy’s approach to Reddit was intentional and strategic. Her steps included:
- Understanding Reddit’s Communities: Reddit is divided into subreddits, each dedicated to specific topics. Lucy explored subreddits like r/science and r/AskHistorians to identify where Warwick’s research would resonate most.
- Posting Research on r/science: For r/science, Lucy selected peer-reviewed research that was less than six months old. The subreddit automatically pulls the article’s title, making the posting process quick and easy.
- Engaging with the Community: Reddit is all about community. To ensure the content was well-received, Lucy posted research that would genuinely interest and benefit the subreddit’s members.
- Measuring Success: By tracking metrics like views, upvotes, and comments, Lucy could demonstrate Reddit’s value to university leadership.
The Results
1.6 Million Views on a Single Post
Lucy’s most successful Reddit post, featuring a qualitative study on anal incontinence after childbirth, garnered:
- 1.6 million views
- 10,000 upvotes
- 700 comments
This was achieved with just 20 minutes of work, highlighting Reddit’s incredible ROI for promoting research.
Consistent Engagement Across Posts
Beyond the viral success, Lucy’s other Reddit posts also performed well:
- A post about crystallography reached 150,000 views and received 283 upvotes and 63 comments.
- A more recent post earned 95 upvotes and 20 comments within a single day.
These numbers far surpassed engagement metrics on platforms like Twitter, proving Reddit’s potential to amplify academic research.
Building Community
The comments section became a hub for meaningful discussion, with users engaging in thoughtful conversations about the research. This kind of interaction not only promoted the university’s work but also established Warwick as a trusted source of academic knowledge.
Why This Tactic Works
1. Reddit is Built for Niche Audiences
Unlike broader social platforms, Reddit’s subreddit communities are highly focused. For example, r/science has strict rules requiring peer-reviewed content, ensuring posts reach a scientifically literate audience eager to engage with credible research.
2. Low Resource, High Impact
Posting on Reddit is simple and time-efficient. Lucy estimated each post took about 20 minutes to create, including selecting the research, writing a short description, and sharing the link. Compared to creating TikTok videos or Twitter threads, this is a low-effort way to achieve high engagement.
3. Organic Community Engagement
Reddit thrives on authentic interactions. By sharing genuinely interesting research, Warwick’s posts sparked organic conversations that drove visibility and engagement without paid promotion.
4. Reddit Ranks Well in Search
Reddit posts often rank highly in Google search results. This means that Warwick’s posts could reach prospective students, faculty, and partners long after the initial post date, further enhancing the university’s reputation.
Challenges
1. Overcoming Leadership Skepticism
Reddit’s reputation as a “wild west” of the internet can make leadership hesitant. Lucy addressed this by presenting data to demonstrate Reddit’s value and by highlighting the rigorous moderation of subreddits like r/science.
2. Educating Internal Teams
Lucy’s team initially lacked experience with Reddit. By providing training and showing the platform’s potential, she was able to get her team on board and excited about using Reddit strategically.
This Episode is Brought to You By Our Friends at Ologie
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