• by Colin Kirkland , Yesterday

Reddit has announced a public beta integration with HubSpot, giving advertisers the ability to connect their campaign workflows directly to the customer relationship management (CRM) platform.

By combining forces, both companies hope to “close a loop” between what marketers’ audiences are interested in and how they are communicating, and how their promotions and ad campaigns are targeting these behaviors.  

“That gap is more costly than it looks,” Reddit’s announcement claims, stating that while conversations happening on the social forum have a tendency to shape brand perception and influence purchase decisions, this consumer-to-consumer communication is often elusive to marketers. 

However, by incorporating these conversations directly into a CRM platform, both Reddit and HubSpot are aiming to turn consumer opinions into usable signals for ad campaigns, branded content and strategic targeting decisions. 

Marketers involved in the beta launch will be able to create and schedule posts to any Reddit community via HubSpot’s “Social” tool, with the option to track how their brand, products and competitors are appearing on the Reddit platform through “Social Insights.”

The integration also allows marketers to respond to user comments on their Reddit posts from the “Reply” tab via the CRM Social tool, while tracking post performance, including comments and scores. 

Reddit’s integration with HubSpot comes one week after TikTok announced a similar integration with the CRM platform, as marketers seek out a centralized process for ad management and performance measurement.