How will community marketing succeed in 2025 – and how can brands not only observe, but actively participate? In the DMEXCO podcast, Verena Gründel talks to Roxy Young, Chief Marketing & Consumer Experience Officer at Reddit, about these questions.
”A brand who wants to participate first has to listen and understand the nature of those conversations. It’s a hard thing for brands because marketing is mostly: This is my message. This is my product. And in a platform like Reddit, you have to give up a little bit of that if you want to participate with the community.“
The latest episode of the DMEXCO podcast was recorded live at the Cannes Lions Festival. Roxy Young talks about how Reddit, with over 100,000 active communities, has become one of the most authentic platforms for discussion and why Germany is one of the most dynamic growth markets. She gives insights into Reddit Answers, a new AI-driven search, as well as the success story of the ”Skoda Reddit Edition“ model.
In this episode, you’ll learn:
• Why brands should listen (and not just broadcast) on Reddit
• How communities work – and what makes them tick
• What tools Reddit offers brands for authentic communication
• Why Germany is leading international Reddit growth
• How Skoda invited the Reddit community to help design a car
• Why community marketing today goes beyond traditional advertising campaigns
• What role AI will play in the future of the platform
Roxy Young also shares her vision for a new marketing KPI: ”Brand Karma“ as a measure of how positively a brand is perceived in communities. Whether you’re a Reddit expert or a community marketing novice, this episode provides valuable insights into how real brand loyalty is created in digital communities.
Listen now – and find out how community expertise is changing the world of marketing!
And don’t forget: The next DMEXCO will take place on September 17 and 18, 2025 in Cologne! Get your ticket at dmexco.com/tickets.
