As color cosmetics and luxury products come to dominate the feeds of Instagram influencers and YouTube vloggers, Reddit offers opportunities for mass market brands with less visual products to gain organic, word-of-mouth traction.
One of Reddit’s most popular beauty forums (or “subreddits”) is “SkincareAddiction,” which currently boasts 841,000 subscribers. Unlike the glossy selfies or shelfies of Instagram, Skincare Addiction posts are heavily text-based, often featuring questions about products, descriptions of routines, and worries about various skin problems like acne or eczema. When posts include pictures, they are more likely closeups of someone’s forehead acne than finished makeup looks or favorite products.
Mass brands accounted for 66% of organic keywords driving to the SkincareAddiction URL in Q3 of 2018, and 83% of keywords referenced at-home treatments in replacement of professional dermatology services. Looking at comments on SkincareAddiction threads, roughly a third reference routine-building.
CeraVe succeeds on SkinAddiction, accounting for 23% of brand mentions. The brand saw 6% of total desktop traffic come from Reddit in 2018, higher than any competitor in Gartner L2’s Digital IQ Index: Beauty.
CeraVe’s product range focuses on skincare basics like moisturizers and cleansers and the brand emphasizes accessibility and affordability in its marketing. Other brands hoping to succeed on the platform should similarly contextualize products within routines on owned and earned media and shape brand messaging to reflect simplicity and low-cost effectiveness.