Brands increasingly find LinkedIn, Discord, and Reddit essential for their operations, according to Philip Papendieck.
In the ever-evolving digital landscape, social platforms like LinkedIn, Discord, and Reddit are no longer mere channels for reach, but spaces for relationships, dialogue, and credibility.
Microsoft's launch of Copilot on LinkedIn signifies the platform's potential for more than just visibility. A three-part LinkedIn carousel series demonstrated practical uses of Copilot, showcasing LinkedIn's transformative role in the business world.
Discord, once a gaming-centric network, has flourished into a thriving ground for diverse communities. Members exchange ideas, create content, and engage in meaningful discussions, making it a valuable platform for brands to connect with their audience. Successful brands understand that they are part of the Discord community and provide value to its members.
Brands like Gucci and Adidas have leveraged smaller communities, such as NFT and metaverse fans, to build strong communities and present products in an authentic way. This approach underscores the importance of trust in the success of brands in the social web.
Reddit functions as a platform for in-depth discussions and research, where advertising is questioned, and brands need to speak the language of the subreddits to succeed. Mars and Adidas have seen significant success on Reddit, with increased brand awareness and purchase intent.
LinkedIn has evolved from a pure job board to a leading B2B platform. Brands can build trust and position themselves as thought leaders by sharing industry insights and strategic discussions. The number of LinkedIn newsletters is growing, indicating a trend towards more in-depth content and dialogue on the platform.
Personal profiles generate more organic reach and engagement than company pages on LinkedIn. This highlights the importance of individual voices and connections in the professional sphere.
Picsart, for instance, used Discord to foster creativity and interaction within the community, positioning itself as an innovative partner for digital content. Philip Papendieck, Co-Founder and CEO of social and influencer marketing agency Intermate, regularly speaks at events like OMR, DMEXCO, W&V Summit, and CMCX, further emphasizing the significance of these platforms for brand engagement.
Brands that only want to broadcast on these platforms will likely fail, while those who listen, participate, and provide real value become part of the community and gain trust. The currency of trust, not just reach, will determine the success of brands in the future.
In the absence of definitive information, it remains unclear who supported the successful use of Reddit by Mars and Adidas in 2025. Regardless, the strategic integration of these platforms into marketing strategies is undeniably a game-changer in the world of brand engagement.
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