Schedule TikTok posts from mobile and desktop

TikTok is a fast-moving platform. Trends change almost as quickly as they spread. That’s why brands need to move quickly to make the most of prime engagement windows. The faster you engage your audience, the better your chances of maximizing reach on TikTok. One way to make that happen is by having a consistent posting schedule and posting at the right time.

That’s where TikTok scheduling can help. The platform offers a free scheduling feature, but it’s limited to desktop use only. But with social media scheduling tools like Sprout Social, you can easily schedule TikTok posts on both mobile and desktop.

This post breaks down everything you need to know about scheduling TikTok posts on desktop. We’ll also review how Sprout’s mobile scheduler will make scheduling and publishing even more convenient.

Can you schedule posts on TikTok?

The short answer is yes, but the native TikTok mobile app doesn’t offer scheduling tools. You need to use the Video Scheduler web app on desktop. In other words, you can schedule TikTok posts natively only from your desktop.

This option can be inconvenient for businesses with a high publishing frequency. For starters, you’ll need to open your laptop every time you need to schedule your TikTok posts. Besides, you can only schedule posts up to 10 days in advance. So you won’t be able to plan your content far ahead of time.

That said, businesses with a smaller publishing frequency might still benefit from it. It’s also a cost-effective option for those who need free TikTok scheduling.

Using a third-party tool like Sprout lets you bypass these limitations. This lets you schedule TikTok posts from either desktop or mobile—whichever is most convenient. And you can schedule them weeks or even months in advance. So it’s much easier to get a holistic view of your TikTok content strategy and align it with your cross-platform efforts.

Schedule your TikTok posts for free with a 30-day trial.

How to schedule TikTok posts with TikTok’s Video Scheduler (desktop only)

Here’s how you can schedule TikTok content natively with the Video Scheduler:

Step 1: Log into TikTok on a web browser

The scheduler is only available on desktop, so have your computer handy. Log in and click the cloud icon in the top right corner. Note that you need a TikTok Business Account to use this scheduler.

Pro tip: Be sure to do your research on TikTok marketing best practices before you start exploring the scheduler. Understanding the fundamentals of marketing on the app will set you up for scheduling TikTok for higher impact results.

Step 2: Upload and prep your post

In the upload video window, you can do everything you normally do before publishing. Add captions, TikTok hashtags, mentions, choose a cover image, run a copyright check and pick your settings.

Step 3: Schedule TikTok posts

Once a video is scheduled, you can’t make edits. So do a thorough typo and settings check before hitting schedule. When you’re ready, click the toggle next to Schedule Video so it turns green. Two boxes will appear where you can set your publishing date and time. The time zone defaults to your computer’s, so double-check your settings.

Source: TikTok

Step 4: Do a quick double check

Mistakes happen. Cut out Murphy’s law and make sure your content is scheduled at the right time. Find scheduled posts in the Drafts section of your Profile.

Once you click Schedule, sit back and relax—your TikTok posting schedule has officially been created.

You’ll get a push notification when your post goes live, as long as you’ve enabled notifications.

How to schedule TikTok posts on mobile

Relying only on desktop publishing can be inconvenient for those who prefer using mobile devices or need to schedule posts while on the go. But with Sprout Social, you can schedule TikTok videos directly from your mobile device.

This flexibility means you can plan and maintain your TikTok content schedule from anywhere. So you never miss opportunities to engage with your audience. The ability to create and schedule TikTok videos from the same device is also an easy way to streamline your marketing workflow.

Below, we break down the steps on how to schedule a TikTok post on a mobile device using Sprout.

Step 1: Log into Sprout on your web browser and start composing your post

Begin by logging into Sprout Social on your favorite web browser on your desktop.

Tap the blue notepad and pencil icon in the top right corner to compose your post. You can also select Publishing on the left side bar and click on the day you want to post.

Pro tip: Use the weekly or monthly calendar to get a birds-eye view of scheduled posts across your platforms and accounts. This will prevent inconsistent scheduling or accidentally publishing overlapping posts.

Step 2: Choose the TikTok account you want to schedule a post on

You might be juggling several TikTok accounts if you work in social media marketing. Sprout makes it easy to oversee multiple accounts from a single location.

When you navigate to the New Post window, you’ll find a dropdown menu in the compose box. From here, simply choose the account you wish to post on.

Step 3: Designate specific team members to be your Mobile Publishers in the Sprout Social mobile app

Mobile Publishers are assigned to post content to Instagram and TikTok using Sprout’s mobile app. Sprout’s mobile publishing features create a workflow to schedule your posts in the mobile app. Then, the assigned Mobile Publisher(s) will publish the content to your TikTok account on the time/day you specify.

Remember, your team will need to pick who’s going to publish on mobile before you schedule a post.

There are a few actions to take if you want to appear in the Mobile Publisher list in the compose window:

• Download the Sprout Social app on a mobile device.
• Enable push notifications for the app.
• Enable the Publishing Reminders option in the notification preferences screen of the app.

Once you have a mobile user set up and ready to go, create your post by uploading a video to Sprout via desktop. Then, add the final touches to your post, such as:

• Writing an engaging description or caption–it’s optional to include mentions and hashtags
• Choosing whether to allow comments, duets or stitches
• Designating the Mobile Publisher for your post
• Selecting a day and time for the post to go out

Once you’ve done all the above, click Send or Schedule.

Step 4: Open Sprout on your mobile device to finalize your post

The next step is in the hands of the designated Mobile Publisher for your scheduled post.

Sprout will send a publishing notification to your mobile at the scheduled time. Tap on this notification. Review the content to see if it needs any changes. Then tap Continue to TikTok to move forward with publishing.

You’ll then see a list of publishing reminders to review. If all looks good, simply tap Ok, I’m ready to post.

For iOS users, your uploaded video will download to your device and your caption will be saved to your clipboard. After that, the TikTok app will open.

Step 5: Use TikTok to publish your scheduled post

You’re almost there. The mobile publishing process will be completed within the TikTok app.

If you use an Android device, your video will automatically load when TikTok opens.

If you’re an iOS user, select the downloaded video from your camera roll. You’ll also have the option to polish up the video by adding any effects and options before tapping Next. After that, paste the prepared caption from your clipboard.

At this point, do a final review for any typos or errors. Are you happy with how your post appears? If so, tap Post to publish your video. You’re all done.

Step 6: Review your scheduled content on the go

Everyone makes mistakes (yes, even the most seasoned social media marketers). It’s easy to schedule posts at the wrong time of day or on a completely different platform than you intended.

With the Sprout mobile app, it’s easy to check and confirm that your scheduled posts and recently published posts are perfect while on the go. From misspelled words to overlapping postings, you can catch the little things before–or quickly after–they go live.

Sprout also makes it possible to add edits on the fly. This is especially helpful since TikTok’s Video Scheduler doesn’t allow changes once you’ve scheduled a post for publishing. So be sure to take advantage of this capability to create more time and space in your schedule for more important tasks in your workday.

Curious to see how scheduling TikTok posts on mobile will level up your social media marketing strategy? Sign up for a 30-day free trial of Sprout’s TikTok management tools to try it yourself.

How to schedule TikTok posts using Sprout Social (on desktop)

TikTok’s scheduler is great for a quick set-it-and-forget-it post. But chances are, TikTok is one of many channels you’re managing.

Using a dedicated social media publishing tool like Sprout Social empowers you to see and schedule all of your posts in one unified place.

And we’ve made it easy to schedule TikTok posts, with no limit to how soon or how far in the future you can post your content.

Follow these easy step-by-step instructions to schedule TikTok posts using Sprout’s desktop option.

Step 1: Log into Sprout on your web browser and create your post

Start by logging into Sprout Social in your favorite web browser on your desktop.

To create a post, tap the blue notepad and pencil icon in the top right. Or, click Publishing on the left and click on the day you want to post.

Pro tip: Be sure to get your posting frequency right. Post too little and you risk losing visibility. Post too often and you risk overwhelming your audience. According to the 2025 Sprout Social Index™, consumers don’t want brands to post constantly just for the sake of it. So it’s time to scale back your publishing and post with more intention.

To avoid over-posting or double-posting, schedule posts from the weekly or monthly calendar view. This gives you a high-level look at your upcoming posts across platforms to avoid over-scheduling in a given day or time period.

Step 2: Select the right TikTok account

Agencies, social media managers and creators alike may be balancing multiple TikTok accounts.

With Sprout, you can manage multiple handles in one place.

Once you’re in the New Post window, select the dropdown in the compose box and choose the account you want to publish on. You can also select accounts on other platforms to repurpose your short-form video beyond TikTok.

Step 3: Upload your video content and prep your post

Time for the fun part. Upload the video you want to use. Then, in the compose window, polish and prep your post by:

• Writing an engaging caption
• Including any mentions and hashtags you want to use—these become interactive once your video goes live
• Selecting a frame to use as your thumbnail
• Choosing how your audience can engage with your video—will you allow comments? Duets? Stitches?

In this step, you can also use Sprout’s unique features to keep your social campaigns and team processes organized. For example, set a Message Approval Workflow to streamline team collaboration and communication.

If your post is part of a larger content campaign, select a campaign to keep everything organized. And internally tagging your content makes it easy to categorize posts based on business objectives, post themes and more.

These features streamline collaboration and management for your TikTok marketing campaigns.

Step 4: Choose the best time to post

Scheduling TikTok posts through Sprout enables you to publish at your preferred time. Identifying the best time to post matters, but it can also feel like a mystery.

The best posting times on TikTok for you to engage with users can vary depending on your target audience. Our data suggests that 2 to 5 pm on Wednesday is typically the best time to post. But you also see above-average engagement from Monday through Thursday between noon and 5 pm.

Step 5: Schedule TikTok posts, or save them for later

Once you and your team are feeling good about your post, you have a few options as far as how to schedule:

• Save it, or schedule it, as a draft: Still have pending reviews? Want to keep it as a backup post or calendar placeholder? Saving your content as a draft is a great way to give yourself more editing time.
• Auto-schedule with the queue:Ready to post but don’t have a time in mind? The Sprout Queue is a feature that enables you to choose the best time to publish based on audience activity within a time window you set.
• Submit for approval: It always helps to have a second editing eye on your posts. When you set an Approval Workflow, the “schedule” button will change to a “submit” button, and you can submit your post to the approver for their review.
• Publish immediately: Ready to post right now? Select this option to send your post out into the world right away.

Step 6: Double-check your scheduled content

It’s all too easy to think you scheduled a post for noon, only to realize it was published at midnight.

While TikTok’s Video Scheduler doesn’t let you edit scheduled posts before they go live, Sprout does. Take some time to do a quick typo and time check.

Scheduling in advance gives you plenty of editing room. It also frees up more time to spend on enhancing your strategy.

Best practices for scheduling TikTok posts

You’re almost ready to start scheduling. As you fill your content calendar, think about how your TikTok schedule fits into your larger social strategy.

According to The 2024 Social Media Content Strategy Report, 68% of social users now have a presence on the app. So refining your team and content strategy is essential to maintain relevance and engage your audience.

Here are a few tips and best practices to keep in mind:

1. Maintain a shared, unified content calendar

Managing multiple platforms and posts can result in a lot of moving parts and silos.

Maintain a content calendar to see your scheduled posts across all of your social platforms in one, centralized place. This keeps you organized, helps you track whether you’re over- or under-posting and creates an easy-to-share resource for your team.

Create a calendar of your own, or use Sprout’s social media calendar as an all-in-one content calendar and scheduler.

2. Track your best posting times

The TikTok algorithm is quite different compared to most social media platforms. So you really need to have a TikTok-specific posting strategy if you want your content to be seen on the app.

According to TikTok, recency is a factor in determining which videos show up in the coveted For You Page. Since this is one of the best places to get discovered and grow on the platform, that means you need to post regularly to maintain visibility.

But even as you consistently keep your feed fresh with creative TikTok video ideas, timing is of the essence. You need to post at a time when your audience is most likely to see your post and engage with it. Otherwise, it stands a risk of disappearing in a sea of new and engaging posts from other accounts.

Use our findings on the best times to post as a baseline to test different post timings. You can also enrich the data with the most active times data in your native TikTok analytics.

Then track the engagement patterns for different post timings to see what works. Use Sprout’s TikTok analytics dashboard to identify your top posts. See if there’s a common pattern in post timings across these posts. This gives you an idea of which timings work best to engage your TikTok audience.

Your best posting times might be at odd, outside-of-working-hours—all the more reason to schedule your content ahead of time.

3. Set a smooth approval process for you and your team

Whether you’re a solo social media manager or part of a team, having another pair of eyes is always helpful.

Define a structured review process for your TikTok content (and all your social media content). This helps maintain quality control while limiting the number of cooks in the kitchen.

Sprout makes this easy by providing you with built-in, customizable Message Approval Workflows. Set up an approval workflow that works for TikTok posts to streamline the approval and collaboration process.

4. Measure the success of your profile and posts

A powerful TikTok marketing strategy is all about making constant improvements. For that, you need data on how your posts and posting times are performing.

Keep a close eye on your TikTok analytics to see what you’re doing right and where you need improvement. Don’t be afraid to experiment and test until you find out what works for you.

With Sprout, analyze how your TikTok profile and content are performing—on its own, and compared to your other social profiles. Use the Cross-Network Reports to turn the metrics that matter most into insights that can fuel your strategy. And fine-tune your efforts to build a deeper connection with your audience.

Analyze your TikTok performance over time—not just over days or weeks. This will give you deeper insights to make more informed decisions and optimize your strategy. If you are a creator beginning to see a lot of success with TikTok you may be in a position to earn money from your account.

While TikTok only offers 60 days of data, Sprout doesn’t limit your TikTok data after you’ve connected your platform. Meaning you can analyze your profile’s growth and success quarter over quarter, year over year.

5. Engage with your audience often

Once your posts are live, remember to regularly engage with your audience in TikTok comments.

After all, it’s called “social” media for a reason. Engaging with your audience strengthens your connection with them and shows you’re listening.

Engaging with your audience is crucial across platforms. Streamline this process by using a tool like Sprout’s Smart Inbox to keep up with comments across TikTok, Instagram and more—all in one place.

Lighten the load and schedule your TikTok posts now

Scheduling your TikTok content ahead of time ensures your content and publishing are “always on.” At the same time, it gives you the freedom to disconnect and sign off.

A powerful platform like Sprout helps you streamline the TikTok scheduling process. It also provides you with advanced insights and tools to power other aspects of your TikTok strategy.

Try Sprout free for 30 days to see how it can enrich your TikTok marketing efforts.

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The benefits of influencer marketing (+ what the C-Suite cares about)

The benefits of influencer marketing are far beyond a buzzworthy tactic. Brands recognize that influencers are strategic business drivers in a brand’s marketing strategy, and C-suite leaders expect tangible results from influencer marketing efforts. They want influencer initiatives that go beyond vanity metrics to show the real impact on brand growth, customer acquisition and long-term loyalty.

To earn the support and resources needed from decision makers, your influencer marketing program must be positioned as integral to broader business objectives. And more importantly, your influencer campaigns must prove their role in driving revenue and competitive advantage.

In this article, we break down the benefits of influencer marketing, and how the right strategy can catalyze your brand. You’ll also hear directly from Sprout leaders about why brands should think differently about influencer marketing when integrating it within their overall marketing strategy.

3 elements to a successful influencer marketing strategy

An influencer marketing campaign uses individuals with a strong social following to promote a brand. The State of Influencer Marketing Report shows over half of marketers (59%) plan to partner with more influencers in 2025 compared to 2024. This shift underlines a universal truth: trusted figures influence our purchase decisions, and brands are taking notice.

But you don’t realize the benefits of influencer marketing by simply collaborating with someone with a high follower count. It has to be strategic. Here are three important elements to consider as you build an influencer strategy.

Align with the right influencers

Align with the right influencers for your brand so your brand message resonates with an already engaged audience. When deciding how to find the right influencers, you must prioritize values, style and audience that match your brand. It’s also important to align influencer activities with platforms that drive high engagement and conversion rates.

Sprout Social Influencer Marketing enables you to find creators who truly align with your brand’s key topics and values. Search among thousands of influencers from a database by using AI-powered tools like a Brand Fit Score and brand safety reports to identify topically relevant influencers who align with your brand and audience.

This topical alignment ensures the influencers you connect with have authentic expertise and a genuine voice around the themes that matter most to your brand, so you can improve campaign relevance and audience trust.

Plus, with advanced social listening and keyword tracking, you’re also able to identify influencers actively engaging in conversations relevant to your industry and audience.

Integrate influencer marketing with your overall marketing strategy

Weave influencer marketing into your broader marketing strategy instead of treating it as a standalone effort. When aligned with your brand goals, messaging and campaigns, influencer partnerships enable you to drive consistent storytelling, reinforce key narratives and extend your reach across multiple channels.

One way we integrated influencers beyond social was through their collaboration on The 2025 Sprout Social Index. Influencers like Brianna Doe, Founder of Verbatim Agency, and Arielle Berlinsky, Director of Marketing at Movement Strategy, contributed their expertise to help shape the report’s insights. They also participated in webinars based on Sprout reports and amplified them on LinkedIn to extend reach.

Think long-term impact

A lasting impact is one of the benefits of influencer marketing you can bank on. Especially so, because collaborating with influencers who bring fresh perspectives and stay ahead of industry trends helps keep your brand relevant, innovative and future-focused.

Coupled with the fact that more consumers are turning to social platforms, rather than traditional search engines to discover products and brands, integrating influencers into your marketing approach is more relevant than ever for a lasting brand impact. It’s also pertinent to ROI.

Watch this video for more insights from Sprout’s executives and decision makers on how influencer marketing impacts your overall brand.

The benefits of influencer marketing for brands

Influencer marketing amplifies your brand’s reach and credibility. This directly aligns with C-suite objectives of long-term revenue growth by enhancing brand engagement, conversions and brand recall. Let’s dig in.

1. Improves social SEO and discoverability

Influencer marketing boosts social SEO and discoverability through high-quality, shareable content that drives engagement and signals relevance to social algorithms. When influencers tag your brand, use strategic keywords and link to your pages, it increases your visibility across platforms. And with more and more people flocking to social networks to search for what they need, influencer marketing improves your chances of appearing in social search results.

“Fewer people are searching from a search provider and more people are starting their search on social because influencers are creating exactly what you’re looking for. And that’s why influencer marketing drives 5 times the ROI than traditional marketing tactics,” Brittany Hennessey, VP of Outbound Product Management at Sprout, explains.

This heightened presence makes it easier for new audiences to discover your brand organically and also generate sales. Sprout’s Q2 2025 Pulse Survey revealed 76% of all social users were influenced by social media ads, influencer posts and brand content, and it played a role in their purchasing decisions over the last six months.

2. Increases brand awareness

Influencer marketing expands brand awareness by introducing your business to new, relevant audiences. When influencers promote your products authentically, they drive interest and visibility among their followers. This sets the stage for deeper engagement and potential conversions and is especially valuable as consumers increasingly rely on peer recommendations and social proof when exploring new brands.

By tapping into an influencer’s trusted voice, your brand gains credibility and recognition across a wider spectrum of potential customers. For example, Nike’s collaboration with sports star Naomi Osaka comes to mind.

The partnership boosted Nike’s brand awareness among younger audiences by aligning Osaka’s authenticity and activism with Nike’s messaging. Through campaigns that emphasized mental health, personal expression and her Japanese-Haitian heritage, Nike tapped into diverse, socially conscious audiences and reinforced its commitment to inclusivity and empowerment.

Tracking and measuring your influencer performance is also vital. But it can be tricky when you’re analyzing a third-party account. Sprout Social Influencer Marketing simplifies influencer metric-tracking by enabling you to measure metrics from a third-party account a.k.a. your influencer’s. This way, you get real-time campaign results across all platforms so you can track the engagement rates of your partnerships and present tangible data to decision-makers or your C-Suite team.

3. Builds brand trust

Influencer marketing builds brand trust by using authentic voices that audiences already believe in. This plays a big role in creating genuine connections between the brand and potential customers. When influencers share honest experiences and endorsements, it humanizes the brand and reduces skepticism. It’s this increased trust that translates into higher engagement and loyalty, which ultimately drives better ROI through more effective customer acquisition and retention.

As Layla Revis, VP, Brand & Social at Sprout, puts it, “Influencer marketing is seeing a stronger ROI because of that authenticity. They’re speaking to you as a friend. You can leverage an influencer or a creator to create an ad in their voice, in the way their audience already likes them and wants to be talked to.”

This genuine connection grows even stronger when influencers share their own expertise and real-world experience. For example, Korean skincare brand Some by Mi collaborates with dermatologist influencer Dr. Adel (@dermatology.doctor) to lend medical credibility to their products and win audience trust.

4. Enriches your content strategy

Influencers bring fresh creativity that energizes your brand’s story and keeps your audience engaged. By showcasing innovative ways to use your products and highlighting your brand’s dedication to originality, they amplify visibility and deepen connections, essential for standing out in a crowded social landscape.

BMW Canada used this strategy to amplify their latest innovation in parking technology. The brand collaborated with pro golfer Mac Boucher and used creative storytelling with a light-hearted spin to promote their brand.

5. Enhances customer engagement

Influencer marketing transcends top-of-funnel (TOF) goals by enhancing engagement with their prospects and customer base. This boosts a brand’s visibility and strengthens brand connection, leading to improved loyalty.

Influencers help organizations use these authentic interactions to build a loyal community around their brand. This becomes a powerful asset, driving repeat purchases and increasing customer lifetime value (CLV) through sustained engagement and trust.

Engaging influencers, like Camper the Golden, for Amazon’s dog birthday products transforms passive browsing into interactive experiences, compelling audiences to like, share and comment.

6. Targets niche audiences to amplify reach

Influencer marketing gives you the chance to target niche audiences in a way that feels natural and genuine while exploring an untapped market. A targeted approach ensures your marketing efforts don’t just cast a wide net but are strategically placed where they will make the most impact. It means more efficient use of resources and a higher probability of conversions.

The benefits of influencer marketing execs care about

The way consumers view brands has changed. The Index shows 25% of consumers identify brand memorability with strategic collaborations involving content creators and influencers. It’s all about authenticity and relatability.

The benefits of influencer marketing not only enhance customer experience and your organization’s profile but also offer additional advantages that attract the C-Suite’s attention. Here are five benefits execs want to see.

Improved customer retention

When a brand consistently partners with influencers, their audience trusts and cares about, it deepens emotional connections and builds long-term customer loyalty. These influencers act as familiar, credible voices, reinforcing the brand’s values and reliability over time.

As trust grows, customers are more likely to stay loyal, make repeat purchases and advocate for the brand. According to the Sprout Q2 2025 Pulse Survey, 64% of social users say they’re more likely to purchase from a brand that partners with an influencer they like. That number climbs to 76% for Gen Z and 74% for Millennials.

Suffice it to say, influencers are instrumental in turning one-time buyers into loyal brand advocates.

Better understanding of market drivers

Executives want to understand market drivers to make informed strategic decisions and stay ahead of industry shifts. For example, according to The 2025 Index, roughly 81% of consumers say social media compels them to make spontaneous purchases multiple times per year or more, with 28% making impulse purchases once a month.

Clear insight into what influences customer behavior and competitor movement helps business leaders allocate resources effectively and identify growth opportunities. Influencer marketing tools like Sprout’s enable you to identify creators aligned to your brand with topic-based semantic search so they’re aligned to the market drivers, creating more impactful brand partnerships.

You’re also able to measure your target audiences across multiple platforms and analyze conversations on various topics that mention your brand to find critical insights.

Enhanced competitive positioning

Influencer marketing can improve your competitive positioning through targeted insights. For example, Influencer Marketing by Sprout Social enables you to track and analyze your competitors’ social media presence to uncover gaps in content or engagement. These insights help identify influential creators actively discussing your industry, topics they’re covering and the platforms they’re using, so you can spot opportunities to fill those gaps.

You’re able to stay ahead of the curve with real-time trend reports that surface the most talked-about products, personalities and events. Sprout’s Influencer Marketing platform also enables you to manage competitive influencer campaigns more efficiently by organizing influencer data, comparing custom fields and benchmarking performance goals—all in one place.

Business growth on limited budgets

Let’s face it—successful influencer marketing requires a dedicated budget. Several factors can influence your campaign costs, including content ownership rights, extended usage, campaign duration, influencer tiers, content formats and paid promotion strategies. Each of these elements plays a key role in shaping your overall spend and has a direct impact on the ROI you can expect, regardless of your campaign priorities.

You can make the most of your budget by focusing your spend on what already works. For instance, promoting high-performing creator content with Instagram Partnership Ads enables you to identify what resonates with your audience and amplify the message. From there, you can invest in boosting that content to improve efficiency across time, cost and conversions.

Stronger conversion rates and ROI

The 2025 Index highlights that 65% of executives want to see direct connections between social media campaigns and business goals. This means your social strategy needs to prioritize conversion rates and social ROI.

This is an achievable goal because there’s a direct correlation between influencer content and consumer action as revealed in our State of Influencer Marketing Report. Data showed that 49% of consumers made purchases at least monthly due to influencer posts, and 86% made at least one influencer-inspired purchase annually.

The effectiveness of an influencer campaign also stems from the influencers’ ability to provide social proof and exclusive incentives like discount codes that lead to higher click-through rates and ultimately, increased sales. You can track direct conversions through unique links and promo codes to get clear proof of impact and demonstrate influencer marketing ROI that goes well beyond brand awareness.

Capitalize on influencer marketing to boost your bottom line

Influencer marketing isn’t just about visibility—it’s a powerful driver of revenue. By partnering with trusted creators who speak directly to your target audience, brands can inspire action, build loyalty and accelerate purchase decisions. With the ability to track conversions through promo codes, affiliate links and engagement metrics, influencer campaigns provide a tangible, measurable impact. And this helps you boost your bottom line with both immediate and long-term gains.

Find out how to capitalize on influencer marketing to tap into an already engaged audience. Request a Demo today.

 

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Social media marketing ethics in the age of AI

Is the influencer in that post actually human? That ad… was it made by AI?

These social media marketing ethics questions are popping up more often—and getting harder to answer—as generative AI works its way into nearly every corner of social media marketing, from content creation to customer service.

AI now helps brands write captions, generate images, analyze trends and even reply to comments. But as these tools become more powerful and widespread, so do the concerns surrounding AI ethics, authenticity, data privacy and audience trust.

What happens when personalization crosses the line into manipulation? What if your influencer campaign is powered more by algorithms than real people?

It’s easier than ever to move fast and scale up your social media marketing efforts. But earning trust still takes work.

In this article, we’ll explore how social media marketing ethics are evolving in the age of AI, and what’s at stake for brands that don’t keep up.

How social media marketing ethics are changing (and why brands need to pay attention)

Five years ago, social media marketing was still mostly human-led. AI tools were around, but they were more behind-the-scenes (see: chatbots and basic analytics).

Today, AI is everywhere. It generates content and influences what people see and believe online.

Before we dive into the core social media ethics pillars, let’s take a closer look at how the landscape has shifted. These changes bring new ethical considerations and implications for brands and social media marketers.

As new trends emerge, more social media ethical considerations do too

Five years ago, social media marketing ethics concerns were mostly around data privacy, fake news and influencer transparency.

• The Cambridge Analytica scandal showed how easily user data could be misused, leading to widespread distrust and stronger privacy laws like GDPR and CCPA.
• Deepfakes started going viral, raising new questions about consent and misinformation.
• UK regulators were also cracking down on influencers who failed to disclose paid partnerships.

Today, those same issues are evolving in more complex ways.

• Most generative AI models are trained on massive datasets scraped from the internet, raising questions around plagiarism and privacy.
• The line between “real” and “automated” is blurring. The challenge now is less about spotting AI and more about using it in a way that aligns with your brand and values.
• The responsibility for moderation is shifting from platforms to brands. If a campaign is biased, inaccurate or offensive, you’re still accountable. AI or influencer involvement doesn’t change that.

All these considerations mean brands need to pay closer attention to what they’re publishing and who’s reviewing it. The more automated your content becomes, the more active your social media ethics oversight needs to be.

Why it matters: The direct link between ethical practices and business outcomes

Ethical marketing isn’t just the right thing to do. It’s the smart thing to do. Your people are paying close attention to how you use AI and show up online. And the consequences for getting it wrong hit fast and hard.

According to our Q2 2025 Pulse Survey, the biggest group of social media users (41%) said they’re most likely to call a brand out for doing something unethical than for any other reason.

The impact doesn’t stop at customers. A 2025 Pew Research report found that over half of U.S. workers (52%) are worried about how AI will affect their jobs, and a third (33%) feel overwhelmed. Brands that fail to address these fears risk losing internal trust and talent.

And investors are watching, too. A 2025 report showed that AI-related lawsuits more than doubled due to “AI washing”—a growing trend where companies are using AI more as a marketing gimmick than a genuine core feature of their product.

In short, social media ethics missteps don’t just damage reputation. They impact revenue, retention and long-term brand relevance.

The core pillars of social media marketing ethics as technology evolves

You know how people love to joke that “the intern” is running a brand’s social media, when it’s typically a highly-skilled team or senior professional? The same goes for AI.

It can help streamline and scale, but it’s not ready to run the show on its own. Without oversight, even the most innovative tools—or influential creators—can publish content that’s potentially harmful or misleading.

That’s why brands need clear social media marketing ethics guardrails, which we’ll dive deeper into in the next section.

Honesty and transparency

“Honest” was the top trait social media users associated with bold brands, according to our Q2 2025 Pulse Survey, outpacing humor and even relevance. That’s no accident. When brands are open about their operations, they earn trust. And trust is the foundation of long-term loyalty.

Honesty also helps brands stay ahead of crises and misinformation. Missteps spread fast online.
But when a brand has a track record of transparency, audiences are more likely to give it the benefit of the doubt.

Take Rhode Beauty. In 2024, creator Golloria George posted a viral review criticizing the brand’s blush range for lacking shade diversity. Less than a month later, she shared that Hailey Bieber had personally reached out, sent updated products and even compensated her for “shade consulting.” Rhode was praised for how they handled the situation and acted with transparency.

Being open also protects your brand’s reputation and long-term sustainability.

Unilever is another strong example. As the company rapidly scales influencer partnerships, it’s using AI tools to generate campaign visuals. But they’ve been clear about how and why they’re doing it. This openness signals that even as they move fast, they’re doing so responsibly.

Data protection and consumer privacy

AI allows marketers to analyze massive amounts of user data to personalize content and predict behavior. But just because you can collect and act on that data doesn’t mean you always should.

According to Sprout’s Q4 2024 Pulse Survey, 63% of social media users only somewhat trust platforms to protect their data, and 16% don’t trust them at all. That trust gap should be a wake-up call.

To earn that trust, marketers must be transparent and thoughtful about how they collect and interpret data. For example, tools like social listening and sentiment analysis offer valuable insights, but they’re far from perfect. They can misread tone, sarcasm or cultural nuance, especially across diverse communities. Put too much faith in them, and you might overlook what your audience is really saying.

Protecting consumer privacy starts with transparency. Let your audience know how you’re using AI and social listening tools. Have a clear and up-to-date privacy and social media policy. Offer opt-outs for personalized content, and only collect what’s truly necessary. Most importantly, use these tools to inform, not replace, human judgment.

Spotify is a good example of both sides of this balance. Their Wrapped campaign is widely loved because it uses listener data in a fun, opt-in way that feels personal. But the brand also faced criticism for leaning heavily on generative Al in last year’s campaign.

The takeaway? People are willing to share their data, as long as brands clearly explain what they’re collecting, why they’re using it and how it adds value.

Disclosing advertisements and use of AI

Most marketers know the drill when it comes to disclosing paid partnerships.

Countries like the U.S., Canada and the U.K. have clear guidelines around sponsored content. And if influencers don’t disclose, brands can be held accountable. These rules protect consumers and brand reputation, since unclear brand partnerships can quickly backfire.

Sprout’s Q4 2024 Pulse Survey found that 59% of social users say the “#ad” label doesn’t affect their likelihood to buy. However, 25% say it makes them more likely to make a purchase. That tells us disclosure doesn’t scare people off, but it can help brands gain favor with conscious consumers.

Now that same expectation is extending to AI-generated content. A 2024 Yahoo study found that disclosing AI use in ads boosted trust by 96%.

Regulators are also taking note. In the U.S., the Federal Trade Commission (FTC) warned brands that failing to disclose AI use could be considered deceptive, especially when it misleads consumers or mimics real people. The EU’s new AI Act and Canada’s proposed Artificial Intelligence and Data Act are also pushing in this direction.

Clorox is one brand getting ahead of the curve. They’re using AI to create visuals for Hidden Valley Ranch ads, and being upfront about it. That kind of proactive transparency builds credibility in a fast-changing space.

Respect and inclusivity

Respect and inclusivity show up in the day-to-day choices brands make on social. That includes the language they use, the people they highlight, how they respond to feedback and their commitment to accessibility.

Bias often slips in subtly. Like social algorithms favoring content and creators that have historically performed well, leaving marginalized voices out. Or brands unintentionally posting content that feels tone-deaf. Like a fitness brand might assume everyone has the time, space or physical ability to work out daily. What’s meant to motivate one person can alienate another.

Inclusive brands work to catch these blind spots. They listen to feedback, design with accessibility in mind and aim to reflect a wide range of lived experiences in their content. Social media accessibility—like using alt text, captions, and high color contrast—is a big part of this effort.

Ben & Jerry’s is a strong example of values-led content. They consistently weave their stance on social issues into their content. Case in point: in June 2025, they used the “propaganda we’re not falling for” trend to call out harmful narratives they reject, like anti-abortion campaigns and greenwashing, reinforcing their long-standing commitment to inclusive activism.

How brands can stay up-to-date with guidelines and self-regulate

Social media marketing ethics are shifting fast. From evolving influencer FTC guidelines to navigating the TikTok ban to new EU governance laws, brands need to stay informed on the latest changes (and adapt accordingly).

Here are a few sources we recommend bookmarking (besides our blog, of course!):

Newsletters

• Marketing Brew: Daily news on ads, social trends and policy shifts
• Future Social: Creator and social strategy insights from strategist Jack Appleby
• ICYMI: Weekly platform, creator and social news from marketing consultant Lia Haberman
• Link In Bio: A newsletter for social media pros from social media consultant Rachel Karten

Industry news sites

• Social Media Today: Platform updates and trend analysis
• Marketing Dive and AdWeek: Coverage on influencer marketing, regulation and tech

Regulatory bodies

• FTC: U.S. advertising and influencer disclosure guidelines
• Ad Standards Canada: Ethical ad standards and influencer rules
• ASA: UK’s advertising watchdog
• EDPB: GDPR and AI use guidance across Europe

AI ethics

• Partnership on AI: A global org offering frameworks and principles for ethical AI use

Prioritize brand and social media ethics now and in the future

Ethical marketing can feel overwhelming. There’s a lot to remember: platform rules, disclosure requirements, accessibility standards, the list goes on. And if you’re trying to do everything perfectly, it can feel like walking a tightrope.

But here’s the thing: you won’t always get it right. And that’s okay.

Just keep the following things in mind:

• In an ethical grey area? Transparency is your best tool. Let people know how you’re using AI. Clearly disclose all brand partnerships. Be honest and upfront about what you’re doing and why.
• Intentions count, but so does accountability. If someone calls you out, how you respond matters just as much as what you did.
• Build social media marketing ethics into your workflows. Create checklists, write internal guidelines and loop in legal or compliance teams as needed.
• Lastly, stay curious. Tech and regulations are evolving fast. Adjust and adapt as you go by regularly auditing your tools, guidelines and processes and gathering feedback from your audience and team.

Not sure where to begin? Our Brand Safety Checklist offers practical tips on how to protect your brand from reputational threats.

Social media is constantly changing. But you don’t have to be reactive. Lead with values and set up smart systems and you’re already ahead.

The post Social media marketing ethics in the age of AI appeared first on Sprout Social.

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15 high-performing LinkedIn post ideas for UK brands 2025

Trying to reach UK professionals on LinkedIn? It’s a tough nut to crack, but the potential is huge.

You need proven, ready-to-go content ideas tailored for UK audiences. With the right mix, filling your calendar with content that achieves a range of business goals becomes easy.

Here’s how smart brands are using LinkedIn content to zero in on UK audiences.

Why LinkedIn matters for UK brands

As of January 2025, 44.6 million people in the UK use LinkedIn, ranking fifth globally. Considering the top four are the world’s most populous countries, UK usage per capita is remarkably high.

This means a LinkedIn business page isn’t a nice-to-have for UK brands—it’s a must. Professionals in the UK expect you to have a LinkedIn presence and produce valuable content.

Here’s why UK brands must be on the social media platform.

1. Connect with local professionals

LinkedIn makes it easy to connect with a global audience and talent pool, but if you want to keep it local, it’s equally easy to do so.

There are numerous ways you can build and foster local networks on LinkedIn. You can narrow down your search for local professionals using location-based search filters, join UK-based LinkedIn groups or tailor your content to issues affecting the UK (more on this later).

2. Differentiate your brand from global competitors

Global brands often miss the mark when it comes to UK audiences—whether it’s tone, timing or cultural context. That’s where local businesses have the edge. When your content reflects UK-specific trends, language, values or regulations, it translates to more trust, stronger engagement and a deeper connection.

3. Engage audiences with relevant, timely content

Local brands will always have the edge in content.

As a local who can react to UK news and events as they unfold, you have the chance to be the conversation starter. With in-depth knowledge of the local setting, you can also go beyond the surface and share real insights that other locals will resonate with.

15 LinkedIn post ideas for UK brand growth

LinkedIn post ideas featuring your business

1. Share your brand story

Share your brand story and take your followers on a journey.

Emphasise the values that brought you to where you are, what challenges you’ve met since your company’s inception and why your brand continues to serve its customer base. Doing this will attract users who align with your message.

You could achieve this with a carousel or a short video starting with your humble beginnings and showing your business evolution over the years. Even a brief post like the one below could do the trick.

Source: LinkedIn

2. Celebrate employee and company milestones

Showing that you’re hitting targets and moving in the right direction is always worth sharing on LinkedIn.

It builds credibility by demonstrating forward momentum, reassuring existing clients and enticing prospective ones. Note that tone matters—especially to UK audiences. You want to avoid the brag (and you definitely want to avoid the humble brag). Below is an example that gets it right. It projects excitement and team pride without coming off as too self-confident—exactly the balance you need to strike.

Source: LinkedIn

3. Invite followers behind the scenes

If you can demonstrate to your followers what your company culture looks like in action, it will help build confidence.

This could be highlighting what’s new in your office, snapshots of team members hard at work or a day-in-the-life LinkedIn video.

Positive company culture is increasingly sought after by employees. This type of content will help attract top talent.

Source: LinkedIn

4. Reshare positive press and testimonials

Be sure to reshare any positive press or customer testimonials you receive. Whether it’s comments from a satisfied client or a feature in a business publication, tag and thank the poster for their kind words.

Source: LinkedIn

5. Feature your employees

Showcasing your employees and their achievements not only introduces your people to your target audience but also helps build company culture. You might even introduce multiple employees at a time with a LinkedIn carousel post.

Employees feel recognised when you show off their hard work, and prospective employees get the sense that you’re the kind of company that celebrates their people (a big win for talent outreach).

Source: LinkedIn

Industry-focused LinkedIn thought leadership content

6. Publish thought leadership content

It’s worth making a distinction between ordinary content and thought leadership content.

Thought leadership is a type of content that establishes you as an expert. It demonstrates your valuable insights and deep subject matter expertise.

Most people think of thought leadership as white papers and in-depth industry reports, but it doesn’t have to be. It can be as simple as a short blog or LinkedIn post. The distinction lies in the authoritative tone, unique perspective and unmistakable expertise it takes to produce it.

Also, note that the UK does thought leadership differently. “Hot-takes” and bold predictions based on insufficient evidence might be a hit with the algorithm, but it will leave UK audiences cold. Instead, demonstrate real expertise and focus on your target audience. It may not create as much buzz, but it will land with the right people.

7. Invite followers to local events and conferences

Let your LinkedIn audience know when your team will attend or host UK-based events. This could be industry conferences, seminars or networking meetups.

Doing so highlights your brand’s active role in the local industry but also creates opportunities to connect with your online audience face-to-face.

Source: LinkedIn

LinkedIn post ideas for sparking engagement

8. Share new job openings

Posting about job openings does more than help you find the right local talent—it signals growth and forward momentum, boosting confidence in your success.

Make sure you tag the team or department the role sits in and encourage resharing to help find the right candidate.

Source: LinkedIn

9. Highlight partnerships with UK organisations or charities

If you’re partnered with a UK-based charity, be sure to shout them out.

Potential clients need to know your business is driven by more than the bottom line. Whether you’re working with an NGO or a UK-based nonprofit, or even your local football team, let your audience know how and (more importantly) why you’re involved.

It could be a simple re-share of their content or an in-depth article on your involvement.

Source: LinkedIn

10. Poll your audience about timely UK topics

Show you’re keeping your finger on the pulse by sparking discussion on issues that matter to your local industry. Aim to be a hub for meaningful discussion—a kind of digital watercooler for local professionals.

You could:

• Share a recent UK industry news story and ask your audience what they think
• Create a poll about policy changes, regulations or regional market shifts
• Invite input on business challenges unique to the UK

Note that these can get contentious, but that’s OK. The comment section of your content should be a place for robust discussion among professionals who care, not back-patting and low-effort replies.

Source: LinkedIn

11. Showcase ethical practices

Ethical practices are becoming an increasingly important consideration for B2B consumers. A report by Fleishman Hillard UK demonstrated that Environmental, Social and Governance issues (ESG) had the following impacts on the B2B buying process:

• 42% of companies have already switched suppliers due to inadequate ESG credentials.
• 73% of large businesses say that ESG practices will become more important to the decision-making process in the future.
• 50% of businesses seeking a new supplier say that ESG is a major reason for their search.

In other words, a huge number of businesses are dissatisfied with their providers and are looking for an ethical alternative.

Post about what you’re doing to combat gender inequality in the workplace or what you’re doing to combat the climate crisis. It could reap outsized returns.

Source: LinkedIn

12. Celebrate customer wins

Highlighting your customers’ successes is a powerful way to build credibility and strengthen relationships. This could take the form of a case study that walks your audience through a standout customer journey or simply a repost of a client’s achievement with a supportive caption.

Sharing these stories shows existing customers that you’re invested in their success and signals to potential clients that you’ll bring the same level of care and support to them.

Tag the customer (with permission) and include a quote or result to make the post more engaging and authentic.

Source: LinkedIn

13. Showcase awards or certifications

If you’ve been recognised at a local awards night or your team has earned a new certification, don’t be modest—share the news with your audience.

Celebrating your team’s achievements showcases your commitment to excellence and bolsters your reputation as a company with top talent.

Tag the awarding body and include a photo or quote from the event to increase visibility and engagement.

Source: LinkedIn

14. Share long-form content from external platforms

You can also use LinkedIn to drive traffic to other platforms where you produce long-form content.

This could be:

• A podcast where you interview local entrepreneurs about their success stories or discuss industry trends
• A YouTube channel where you produce informative videos jam-packed with infographics and industry insights
• A webinar where you demonstrate your subject matter expertise
• A blog post about how to solve specific business problems faced by potential clients

Long-form content is uniquely useful as it takes longer to consume. The extended time a user spends chewing on a piece of content increases its visibility in algorithm-driven platforms and keeps your brand top of mind.

Source: LinkedIn

15. Don’t be afraid to get a little tongue-in-cheek

While all of the above is crucial, we all know LinkedIn content can come across as a little wooden and inauthentic.

You know the type.

If it makes sense for your brand, don’t be afraid to be a little cheeky from time to time.

Now, this should be thought about carefully. It does not make sense for an investment bank firm to create satirical content like Ken Cheng.

Source: LinkedIn

But if you’re a creative agency or a media production house, sharing a satirical post or meme could hit the mark.

Brand authenticity matters most. If being light-hearted and playful is already part of your brand and company culture, go for it. If not, keep it professional.

Grow and engage your LinkedIn audience

From celebrating milestones to becoming a local thought leader, LinkedIn remains an excellent tool for UK brands to connect.

With a solid LinkedIn presence backed by a content strategy built on best practices—plus a variety of post ideas at the ready—you’re poised to make a real impact on LinkedIn.

If you’re ready to turn LinkedIn into a real growth lever, Sprout Social is in your corner.

With intuitive tools that make scheduling, publishing and tracking high-performing social media content, you can focus on crafting outstanding content that connects with the local market.

Start your free trial with Sprout Social today.

The post 15 high-performing LinkedIn post ideas for UK brands 2025 appeared first on Sprout Social.

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How to use Reddit: The complete 2025 guide for marketers

Reddit can connect you with highly specific, interest-driven audiences, making it a powerful platform for targeted marketing. But redditors are quick to spot anything that feels like traditional advertising, so success here requires a different approach.

To win redditors’ trust, lead with transparency, value and a clear understanding of Reddit culture. The community-led platform offers significant potential for your social media marketing strategy, especially with 9.72 million daily users.

Here’s how to use Reddit to grow your audience and tie your efforts to meaningful business outcomes.

What is Reddit?

Reddit is a social platform with a network of communities where users engage and post on specific topics. Like a forum, users can join a community based on a specific topic—such as “coffee shops”—and share their ideas and experiences.

The Reddit community thrives on user-generated content that prioritizes authenticity, transparency and in-depth exploration of subjects. Brands that prioritize genuine interactions over traditional marketing can build relationships that drive powerful engagement.

If you’re new to Reddit, you’ll come across new terms:

• Subreddit: A specific community focused on a topic and referenced with an “r/,” like “r/marketing”
• Redditor: A Reddit user
• Upvote and downvote: How users approve or disapprove of a post or comment (by clicking on the arrows), behaving almost as likes or dislikes
• Flair: A tag users can add to a post or their username to show their expertise or role, like “Social media” in r/marketing; not all communities use them
• OP (original poster): The user who started the thread
• AMA (ask me anything): A Q&A session where a user answers questions from a Reddit community (like an astronaut on r/NASA)

Is Reddit free to use?

Reddit is free to browse, post and comment. The company recently added more free features, like Reddit Answers, which functions like a large language model (LLM) that pulls answers from user-generated content.

The platform also offers a paid version, Reddit Premium, which removes ads and adds perks such as avatar gear, premium icons and a premium lounge.

And while most subscriptions remain free, CEO Steve Huffman mentioned adding paywall options to specific subreddits. Social media managers and marketers could use these exclusive communities to target passionate, paying audiences.

Where can I access Reddit?

You can access and sign up for Reddit right on its website: Reddit.com. The platform also has easy-to-use apps for mobile phones and tablets. To access a community, visit and join a specific subreddit.

Why should marketers and brands use Reddit?

Reddit is the 5th most visited social media network website in the world and the 2nd most visited in the US. It’s a platform that marketers and social media managers shouldn’t ignore, especially with its dedicated, passionate user base.

Source: similarweb

Marketing strategists are beginning to understand how Reddit is influencing buyers by changing the way decisions are made. Marketers who have previously avoided Reddit should start to capitalize on the power found within this community.

Social media marketers and managers can tap into Reddit’s audience makeup for targeted, authentic campaigns:

• Young audience appeal: 44% of Reddit users are between 18 and 29 years old.
• Strong regional presences: 49.59% of Reddit’s daily users are based in the US and the UK, India and Canada follow for large bases.
• Diverse user base: 21% of US user ethnicities are white, 14% are black, 23% are Hispanic and 36% are Asian.
• High SEO visibility and discoverability potential: 2 million websites link to Reddit pages.

Because Reddit attracts active users across ages, regions and interests, it’s especially valuable for:

• Massive reach and targeted communities: Tap into millions of active users and segment them by niche topics and interests.
• Authentic engagement: Interact in real discussions and learn about your brand or industry with unfiltered opinions. A Sonos rep, for example, responded to a user about product improvements with a funny meme based on a Moana song, saying “what can I say except you’re welcome.”
• Trendspotting: Use Reddit—where viral trends often spark—to get a pulse on hot conversations.
• Sentiment analysis: Adopt tools like Sprout Social’s Social Listening to examine Reddit discussions and assess public sentiment on your brand, pain points and key trends. Here’s how Purple, the mattress brand, spotted a complaint about their product in r/Mattress:

Source: Reddit

Create a Reddit account in 4 easy steps

Ready to dive in? Here’s how to set up your Reddit account, as a brand or a user.

1. Create your account

Visit the Reddit website. Click Log in at the top right of the browser to start an account. Then click Sign Up. Once you have an account, you can easily get the Reddit app for your Android or iOS mobile device.

2. Choose your username

Pick a name that aligns with your brand identity. Make sure to focus on authenticity, so don’t make it too promotional. Here’s how you can start:

• For your brand, create a username that includes the brand name, such as “[Brand Name].”
• For specific team members, so they can interact as themselves for a personal experience, create a username like “[Brand Name][First Name].”

For example:

• u/SproutSocial
• u/SproutSocialJohn

You can use this graphic as a template to create your accounts, like this: Source: X

Pro tip: In the image above, notice there’s also a “/u/” which refers to creating a new subreddit just for your brand. Creating a brand subreddit makes it easy to build your community with your own rules and experience.

3. Optimize your profile

Add your profile picture, banner, brief bio and other details to make your user account effective and authentic. Use the same visuals, tone and key messaging as your other social platforms to maintain brand consistency.

Sprout’s Asset Library makes it easy to provide consistent brand visuals to use on Reddit and your other social media networks. Easily organize your assets so your team can maintain consistent profiles and post like this:

Source: Sprout Social

4. Customize your preferences

Tailor your settings for your social media team to ensure a safe and enjoyable experience on Reddit. For example, make sure to filter out NSFW content, also known as “not safe for work,” which excludes violent, highly offensive and inappropriate content from your feeds.

Along with NSFW settings, you can also adjust views, such as enabling Dark Mode or limiting ads from specific industries and topics, including alcohol, religion and gambling.

Pro tip for new users: If you have very specific questions, engage with redditors on r/LlearnTtoRreddit (for the Reddit basics like posting), r/Hhelp (for tech support) and r/NnoSstupidQquestions (for general, no-pressure questions on any topic). This is also a way to jump right into Reddit.

How to find the right Reddit communities (or subreddits)

Finding the right subreddits helps you tap into Reddit’s focused communities. Use these tips to monitor mentions, engage authentically and uncover campaign opportunities.

Search for and join subreddits

The easiest way to find subreddits is by using the search bar. If you’re running a social for a local restaurant, you can search your city and province/state to find relevant communities. For example, if you’re in Miami, it’s worth looking up subreddits in your area, such as r/Miami, r/SouthFlorida and r/Florida.

Pro tip: You can ask questions or search in r/FfindAaRreddit to engage with other users to find a target community.

Find topic threads

One less obvious way to find the relevant subreddits is to filter searches by “comments” and “posts.” Instead of searching subreddits themselves, you’ll find specific conversations that link you to active communities.

Source: Reddit

For example, for a Miami restaurant, there are groups like r/Cruise, where a significant segment of travelers who dock in Miami discuss food. Alternatively, you could find relevant users on r/Brightline, the new bullet train connecting Miami to the rest of the state, to engage in conversations with hungry travelers seeking places to eat.

Source: Reddit

After finding relevant conversations, it’s important to engage meaningfully to build trust and relationships. Sprout’s Listening tool can help by flagging threads that mention your brand or an industry keyword so you can join the conversation at the right moment. It also provides Reddit sentiment analysis so you know what users think about your brand across Reddit’s thousands of active subreddits. This gives you an opportunity to jump into conversations and engage with users, plus it informs your brand about its product, marketing and audience pain points.

Subscribe, save or reply

Subscribe to subreddits to view new content and monitor trends right on your home page. Plus, subscribing helps you stay informed about the communities you want to invest in, allowing you to authentically add value and respond naturally when you see a post you can contribute to.

When you’ve interacted with a post, you can use tools like !RemindMe (a reminder bot that sets notifications for post updates).

Upvote or downvote content

The Reddit social management process involves interacting with the platform like a user. When you engage like a regular redditor, you build authentic engagement. Part of that process involves up- and down-voting. These votes help encourage user interactions and also signal quality to Reddit, resulting in a more valuable discussion.

Many redditors like to lurk, which is a group of users who browse and rarely comment or post. Voting is often their way of engaging.

Send a DM

Direct messages help you start private conversations. This is a great opportunity to provide individual value to users, such as helping them through a challenging point or providing a resource. It’s also an effective way to connect with an influencer for marketing purposes or a moderator to expand your reach on Reddit and plan campaigns, such as an AMA.

Make sure you’re following anti-spam rules so you don’t get banned on Reddit or in a subreddit community. In general, think of your DMs as conversations, never a place to sell or pressure someone to try your product.

What to post on Reddit (and what not to)

Using a specific content format and style for a specific reason can increase your chances of successful engagement, spreading awareness and gaining interest. Here are some effective content types:

AMAs

Ask Me Anything posts engage communities by answering questions in real time. The best AMAs offer a fresh perspective or exclusive access your audience can’t get anywhere else, like this:

Source: Reddit

While there is a dedicated community called r/AMA, the most effective opportunities will be in niche, topic-based subreddits. Adidas, for example, hosted an AMA on the r/RunningShoeGeeks subreddit.

Source: Reddit

Here’s another AMA from Bar Keepers Friend in r/IamA, a subreddit that emphasizes the mundane things:

Source: Reddit

Behind-the-scenes looks

One unique way to spark genuine conversations and add value to users is by giving them a peek behind the curtain. For example, you can showcase a factory that produces a product or demonstrate the work your team does at the office. The key is to ensure it presents a perspective that users haven’t experienced before.

One example is how Major League Baseball (MLB) posted in r/baseball to launch its campaign. It gave an MLB photographer a disposable camera to take vintage photos of players, offering a unique behind-the-scenes experience. It generated 1.1k upvotes and 116 comments.

Source: Reddit

Data and infographics

Sharing useful data or visual resources can be a powerful way to give value away and earn trust. If you have helpful information, like a fitness wearable brand sharing products to a fitness crowd, you can provide educational value while also building your reputation. Just make sure it’s not a promotional post.

Exclusive offers

If the subreddit allows it, share exclusive deals, giveaways and other saving opportunities for users. Just make sure it’s original to the subreddit and you aren’t posting the deal in too many communities (users catch on to these details, and they may flag you for spam).

Source: Reddit

What not to post on Reddit

Even though Reddit offers flexibility in what you share, a few types of content could lead to backlash or bans within a Reddit community. Avoid these types of posts:

• Obvious cross-posting: Redditors value community-first content, including in subreddits. Avoid repeating the same message in multiple places. Instead, tailor each post to the community’s interests and language.
• AI-written content: Use AI to support your strategy and content, but don’t replace your voice. Reddit’s communities value human, authentic insights, so any sign of AI will get you downvotes.
• Overly promotional content: Too much ad-speak is not only against most subreddit rules, but it could even get you banned. Learn what’s allowed and plug in your brand through organic conversations.
• Links with no context: Link and article posts do well on Reddit, but not if there’s no lead-in or text to go along with it. Add context so users know why they’ll benefit from the resource. Write like you’re having a conversation with a friend, not selling to a customer.
• Too many posts: Reddit communities are sensitive to spam. Get a feel for how many posts a subreddit gets a day and match that energy, whether that means a post every other day or weekly. A good rule of thumb is to comment regularly to build relationships and only post when you have something valuable to share.

How to build trust on Reddit

Reddit users can spot inauthentic behavior in a heartbeat. To earn and keep users’ trust, you need to show up like a real participant, not a marketer with an agenda.

Understand subreddit culture

Each subreddit has its own unique etiquette and standards. Make sure to learn the rules and familiarize yourself with the audience by reviewing top posts and comments before posting (find rules in the sidebar). There are also foundational Reddit rules that apply to all subreddits, such as a ban on doxxing, which is when someone reveals personal information about another person that can reveal their identity. Here’s what the rules look like in r/MakeupAddiction, a subreddit that’s a perfect fit for beauty brands:

Source: Reddit

Use the right flairs

Not every subreddit will have a flair option, but if it does, be sure to use it. Flairs can add context and authenticity to your account. There are two types of flairs:

1. User flair: Appears next to your profile name and shares more about your background or role
2. Post flair: Labels your post based on content type

Here’s an example of a post flair (“Gear Pictures”) for r/Fishing_Gear, a community where a fishing apparel brand could connect with its audience.

Source: Reddit

Share value (not spam)

When you post or reply, avoid doing so in a promotional way. Redditors spot self-advertising miles away. It’s also banned in most communities. Instead, put your audience first. Examples:

• A user asks a question ➡️ you offer a helpful answer first, and only then suggest your product if it truly adds value
• Users post about the same pain point in a subreddit ➡️ you host an AMA highlighting that exact problem
• After spending time on a subreddit, you notice consistent themes ➡️ you post a free guide or resource that targets your niche audience

By earning more credibility over time, you’ll be able to naturally talk about your product more often.

Stay on topic

Sometimes, social media marketers or community managers may have their goals in mind, but they forget what the actual post is about. When they leave a comment, it feels off-target. Users will notice it and may downvote the comment or respond negatively, which damages your karma and trust.

The best rule of thumb is always to engage with value-first practices. Even if you don’t directly give your brand a shoutout, users will recognize your username over time as you build your reputation. Review your subreddits’ rules for specific topics and content formats that are no-gos.

Use data-driven insights

You don’t need to build your strategy from scratch. Reddit social listening helps you track and analyze mentions for your brand, industry and relevant keywords.

Tools like Sprout’s Listening use AI to find key customer and competitor insights. You can find out where your audience talks about you, for example, and identify the subreddits they frequent. Sprout’s listening and reporting features inform your social strategies and help you prove ROI to stakeholders.

Collaborate with others

As you build relationships within subreddits, you’ll likely encounter power users or influencers in specific niches. By engaging with these key users and sending DMs, you can boost your reach and credibility. You’ll experience indirect benefits, such as upvotes, comments and shares from that user when they recognize you in the subreddit. You can also host interviews with the person or, if they are a moderator, subreddit-sponsored events within the community.

Moderate who can contact you

As a social media professional, you don’t want to close the door on conversations. Adjust your message settings to control who can message you. Start by opening access to most users. Then make sure you block anyone who causes your team trouble, such as those who troll.

Build “karma” by nurturing each relationship

If user credibility on Reddit were a currency, it would be karma points. Reddit calculates karma based on details like upvotes, downvotes and the comments you receive.

The more karma you have, the more users trust your account. They can view your karma score and see your post and comment history in the same place. This track record adds transparency and authenticity to your username.

How it works: Reddit ads explained

Reddit offers various advertising promotion options for multiple goals. These ads are extremely valuable if you’re a Reddit marketer because you can reach a highly targeted niche based on topics in its 100,000 active communities. Types of Reddit ads include:

• Promoted posts in subreddit feeds
• Display ads in traditional banner format
• Video ads featuring engaging video content
• Carousel ads showcasing many products or features as a slideshow
• Conversation placement ads appearing organically in discussion threads

Here’s a promoted ad that shows up in subreddit feeds:

Source: Reddit

To increase your chances for a successful Reddit ad campaign, make sure to include these best practices:

• Stay native: Make sure your ads align with Reddit’s style, tone and culture. Repurposing content from other social networks is fine, but make sure you rebuild the ad to be Reddit-first.
• Target precisely: Use subreddit targeting to reach highly niche, relevant audiences. For example, a running shoe company may be better off in r/MarathonRunning and r/AdvancedRunning than a general subreddit like r/Shoes.
• Engage authentically: Respond to comments within your ad as well as within the organic posts in the target subreddit to build credibility and support your promotional campaign.

Turn Reddit conversations into marketing strategies with Sprout

Reddit offers unique opportunities to build authentic relationships and gain brand and industry insights. But to grow on Reddit, you need to know your users and tap into redditors’ pain points, conversations and thoughts about your brand. Social listening gives you the ability to spot opportunities to engage and improve your Reddit marketing strategy.

Sprout’s Listening tracks brand sentiment to uncover pain points across Reddit communities, giving you the data you need to tailor your message to resonate.

Get the demo to see how Sprout’s Listening turns Reddit conversations into real marketing momentum.

The post How to use Reddit: The complete 2025 guide for marketers appeared first on Sprout Social.

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