REDDIT GTM. You’ve joined Reddit as VP of Product & Revenue. You realized that your revenue model heavily relies on advertisements and the paid membership you provide to users to have an ad- free experience on the platform. You want to expand the monetization streams and launch new features which could positively impact on the revenue for the company.

2. PMSchool
Live Challenge no. 86
Monetization Feature for Reddit
- Submitted by Tanishq Mishra
https://www.linkedin.com/in/tanishqmishra/
Tanishq0630@gmail.com

3. You’ve joined Reddit as VP of Product & Revenue.
You realized that your revenue model heavily
relies on advertisements and the paid
membership you provide to users to have an ad-
free experience on the platform.
You want to expand the monetization streams and
launch new features which could positively
impact on the revenue for the company.
PROBLEM
STATEMENT

4. 50M+ 100K+ 13B+
Registered members interact with other users
across the globe through content such as links,
text posts, images, and videos. It has dedicated
communities that let users with similar interests
come together.
Reddit is a social news aggregation, web
content rating, and discussion website.
Daily Active Uniques Active Communities Posts & Comments
ABOUT REDDIT

5. The community can share content by posting
stories, links, images and videos.
The community comments on posts. COmments
provide discussion and often humor.
Comments & Posts can be upvoted or downvoted.
The most interesting content rises to the top.
Vote
Post
Comment
HOW DOES REDDIT
WORK?

6. Search Bar
Pvt Messaging
1+ Accounts
Notifications
Anonymous Post
Saving Posts
Initial Category
Selection
Guest signin
Known for
Reddit
Anonymity -
Tumblr Quora
Recognition
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Quora has ‘Top Writer’ tag
which makes people come
back and write again and
again.
Reddit contributors want their
work and their creativity to
speak for themselves and they
prefer staying behind their
computers.
COMPARATIVE
ANALYSIS

7. Global Users:
United States (49.32%)
United Kingdom 7.85%
Canada (7.76%)
Australia (4.34%)
Germany (3.11%)
Desktop traffic by sources:
Direct (48.95%)
Search (48.04%)
Social (1.69%)
Referrals (0.77%)
Mail (0.52%)
Traffic from social channels:
53.83% is from YouTube
16.05% is from Facebook
Twitter (17.33%)
The visitors on Health and Fitness communities
spend 15 times more time on subreddits
(Reddit, 2019).
Also, 47% of Reddit visitors have bought
consumer electronics, 98% of which are highly
likely to be high spenders on tech (Reddit,
2019).
Of all technology enthusiasts online, 40% are
active on Reddit, whereas 38% of all Redditors
are passionate about technology (Reddit,
2019).
67% of Reddit visitors view websites in the
photos category, whereas 53% visit websites in
the Advice category (Alexa, 2021).
Based on available data:
64% of Reddit’s users 18 and 29
29% are between 30 and 49
6% are between 50 and 64
1% are 65 and older (Alphr, 2020).
https://financesonline.com/reddit-statistics/
STATS

8. Person who posts -> Creator
Person who interacts/reads -> Viewer
Expand the monetization streams and launch
new features which could positively impact on
the revenue for the company
GOAL
USER SEGMENT

9. Rajiv Khan
Age: 30
Profession: SDE
Bio
Rajiv is an avid Soccer and Formula 1
follower, he loves to chat about the
same however his peers are not that
interested in Soccer and Formula 1.
He loves watching Sports and would
do anything for watching a Formula 1
race if thats in his budget. He also is a
mid level gamer who loves playing CS.
Goals
Start a Soccer and Formula 1 community
Organize a meetup
Experience a soccer match or an F1 race
Frustrations
Tickets cost too much
Unable to find people with similar
interest
Unable to find people who would like to
play CS
Most used apps
Instagram, Meetup, Whatsapp, Reddit
PERSONA

10. Rani Kumar
Age: 35
Profession: SDE
Bio
Rani is a research executive. She often
faces difficulty in generating
responses for her research. For
relevant research, she needs an
appropriate number of responses.
She often visits social networking
sites and pings each relevant
respondent and tries getting that user
on the board.
Goals
Find relevant respondents
Get those respondents to fill her survey
Find an appropriate number of
respondents
Frustrations
Finding relevant respondents is a huge
hassle
Paid software requires a monthly
subscription
Most used apps
Whatsapp, Instagram, Quora , Slack
PERSONA

11. Live
Bet
Events
Feature
Shop
Survey
Description
Users can buy while reading the post
Researchers can get their surveys to the right
candidates
Here users can book events while reading the
post
Users can watch Live sporting events
Users can bet on no. of upvotes or downvotes
and the winner gets 70% of the total
35
40
20
Reach
Out of every
100 users
50
25
3
3
2.5
Impact
1 to 5
4
3
50%
60%
50%
Confidence
%
70%
55%
2
2
1
Effort
months
1
1
36
25
26.25
Score
140
41.25
Based on RICE Framework, we will go ahead with Shop, Survey and Live
PRIORITIZATION

12. As shown in the Stats slide, about 47% of Reddit visitors have bought consumer electronics after the
discussion. This shows that consumers are highly likely to buy after the discussion. Here we can
generate revenue on the basis of commission per purchase.
The shop button will be shown on certain posts which will help members to buy during/after the
discussion on the post.
FEATURE 1 : SHOP
Feature tagged on the post After clicking on the Shop Buy from the landing page

13. Here users can conduct
research. Researchers face
the problem of not getting
enough responses or not
getting enough responses
from the target group. Thus
here Reddit can ask its users
to fill in the survey by taking
a fee from researchers.
To make the readers fill out
the survey Reddit can give
them rewards in terms of
coins.
FEATURE 2 : SURVEY
Survey feature Other Addons

14. There are only certain
channels/apps which
broadcasts a live
sports/concert/any kind of
event.
The problem faced by their
users is paying for a monthly
pack. There are many users
who like to watch that
particular match/event.
Thus Reddit can run pay per
event kind of pricing.
2 minutes of preview Live Feature
FEATURE 3 : LIVE

15. % users using these features
% of new users using these features
% of revenue generated using these features
Average time spent on Reddit per user
% of up and down votes for posts having these
features
% of posts which has the Shop tag
% of posts which has the Live tag
% of users who filled the survey
% of users who created a survey
DAUs
MAUs
SUCCESS METRICS

16. 1
Feature Development:
For the development of this feature, we
need to do market research about # of
users interested in purchasing while
reading a post, conducting a survey, and
watching a live event
2Pre Launch:
We will release these features for high
engagement posts only for 1 month.
This will help us gain organic awareness
and understand consumer behavior
3
4
5
Beta Launch
We can bring Micro-Influencers
on board or we can also do a
beta launch for high engagement
communities
Feedback
We will ask users for feedback
while leaving Reddit using a
questionnaire
Release
After making the changes as per
feedback, roll out the final version
of the features in next month
GTM STRATEGY

17. THANK YOU
https://www.linkedin.com/in/tanishqmishra/
Tanishq0630@gmail.com