One of the founding principles of Reddit was that it be a real place cultivated by real people instead of a fake place manicured by editors and other gatekeepers. Reddit is not a social media platform optimized for self-display; it is a community that rewards candor and honest advice. This is why millions of people trust Reddit for everything from ... See more

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.