All language subtitles for 004 Reddit CMO Explains inality and Rapid Growth_en

Reddit is a social media platform, we have the opportunity to match our users with messages that some

brands or clients or advertisers might have, and I look after the sales teams, a sales strategy,

ops teams, the business teams, the agency development team, the sales enablement teams, i.e. many

teams on a global level that are helping making that match happen and therefore monetize our platform

at Reddit outside of Reddit.

Of course, I've seen that you've also been at other social media sites like Pinterest and Google,

and you have an incredible history that I hope to get into.

But before we get into that, it's something I didn't think we would be discussing.

But I want to have your take on what has been happening in the last couple of weeks.

Would credit you guys have any effect of the whole GameStop history?

What's been happening?

I kind of expected that you would ask something about that immediately, because it's been it's been

definitely is being global news.

Look from from our end, like from a reader perspective, this doesn't really surprise us.

Look, our our company slogan or what we focus on as a company is we have passionate communities that

drive action.

And clearly here you have a passionate community that drove action.

So we see this happening on our platform every day.

Yes, this one got picked up and definitely had a more global effect.

But I would say it I mean, it's in the most non arrogant way.

But I would believe that Reddit plays a role like this every day in our communities and helps our users

and helps them, you know, take action on their passion.

Seems like this would be like in the booklets going to the companies, like look how engaging our communities

are.

Of course, this is a catalyst to like, wow, OK, I can really connect with really cool people on

Reddit who are super engaged, who have clearly shown their interest.

And, you know, if I want to reach out to them, it sounds like it's the place to be to to reach out

to them.

So, yeah, of course, it helps that you're that you're in the news that much.

I'm not going to say that that doesn't make my life or my my team's life easier.

Yeah, of course it makes your life easier.

How do you sell credit to new brands?

I get that you use the word sell.

I have more like it as a partnership, but that's a very corporate thing to say.

But just to quickly, I do see it as more I'm not I'm not trying to sell anything.

Like what I'm trying to do is like explain to companies what Reddit is about.

And it's one of the reasons why I joined Reddit.

I was a big Reddit user.

So what we do is like inform our clients or Assamese, like, hey, we have all these people from first

time car buyers.

Two people are interested in stock trading to people who are interested in gaming.

Right.

And rejecters do like brands on the platform because often a brand is the way how they can move their

passion into action.

Right.

A brand or a company often is the vehicle that allows us to buy the product or do the thing that they

want to do.

Right.

If that's an audience that you're looking for as a company, we have them.

They're super engaged.

You often can't find them on Facebook, Google, Instagram or other platforms.

Right.

So I think you should just try to get your message across that passionate platform, passionate people

in our platform.

And that's more like.

So I wouldn't call out selling more informing.

And most of the time people get it like, hey, that makes sense.

Actually, I want to try this is Reddit doing something different than the others like Facebook, Instagram

and YouTube just seem to miss.

So what we do, I guess the key thing that we do different is like we kind of have like three levels

of moderation.

So, of course, we have our company policies, right.

No hate speech.

Right.

No bad behavior, all that stuff.

But then we have a level of moderators and these moderators are actually people that are big Reddit

users that are part of the community, and therefore they have a very good sense of understanding about

what this topic is about, that they're moderating and therefore what makes sense.

What doesn't make sense.

Right.

What adds value in the discussion.

So that extra level of moderators is critical?

I think that Reddit has does.

Other platforms don't have.

And then the other thing I would just say, like what I think Reddit does unique is if you're a Reddit

user, you've seen there's an upvote and a downvote on a comment.

So actually the community is keeping themselves in check because if you say something that is just outrageous

or is not relevant or doesn't help participate the discussion, people will downvote your comment and

therefore it will not appear anymore.

So I think that's also unique on Reddit that actually the community also keeps itself in check.

What about the karma points?

That's something I haven't seen on any platform.

And I feel like it should be like a thing because it adds a layer of transparency as well.

We want to reward predators who are just contributing a lot in various communities and are really helping

driving discussions forward in our communities.

And look, we could have made it a corporate thing like, OK, we will start rewarding as Reddit people

like that's probably not the way how this should work.

What it should work is users should be appreciating other users about how great they're contributing

to some of the communities that they're part of.

And therefore, that's kind of like what, this karma?

And this process is about and if you see a person with a lot of calmy like, hey, this is a person

that, you know, that comment is really great because they clearly had a lot of value to communities

already.

So that's kind of like the equivalent of what we do in our platform.

But what you often see.

Happening online is you kind of go down a track whereby you find a lot of the same of what you are thinking.

What we've seen on on Reddit, we're more like a community discussion platform.

And what that often does is you might have said something like that could have been very one sided.

But then you read the comments from three other people like, hmm, maybe I was a bit too narrow in

that thinking.

Maybe I should have thought about it a bit differently.

So we've actually seen that the Reddit behavior leads to less polarizing of the discussion, which I

think is important.

And what you might be saying is like on some other platforms, you actually get polarizing behavior

happening.

If there's anything you'd want the listeners to know about Reddit, what would it be?

First of all, like, I would like them to know how it works.

So if you haven't gone to read it yet, go to read it and look at the popular feed and see if there's

anything that you find interesting in that or take whatever thing is top of mind for you and just put

it like in the search query.

I look at the communities are available and become a member of that community and start interacting

with our community.

I think you will find a wealth of information and a wealth of knowledge about topics that you're interested

in that can probably help you with.

You know, we spoke a lot about decision making here, emotional gathering information and then trying

to figure out like what's the point to decide to to make that decision a yes or no.

I think Reddit can play a key role in that.

And second, I would say, like, look, Reddit is big, right?

It's a global platform, right.

With users everywhere, there are 130000 communities.

There's a topic for anything and everything.

And I think there's a golden opportunity to for for companies to make that match happen between all

these passionate and interested people on Reddit who are seeking information and what your brand has

to offer to help them take action on that passion.

So if you are a brand with any kind of passion and any kind of interest to people, which I think most

brands are right, I think you have a spot on Reddit.

I think there's an opportunity for you to participate with his leaned in audience on Reddit.

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