A great Reddit campaign isn't a series of inspired posts — it's a 90-day calendar executed without missing a week. Here's the structure we use across every client, regardless of category.
The 90-day shape
Three 30-day phases:
- Days 1–30: Listening + warmup. Comment 4–5x per week across target subs. Zero brand mentions. Build a real account identity.
- Days 31–60: First posts. 1–2 original posts per week, value-first, with brand mentions only when contextually appropriate.
- Days 61–90: Optimize and scale. Double down on what's working. Cut what isn't. Start measuring branded search lift and LLM citation appearances.
Weekly cadence
Per active subreddit:
- 3–5 helpful comments
- 1 original post every other week
- 2–3 replies on existing threads where your category is being discussed
Across 6 subreddits, that's ~30 weekly touchpoints — enough to build presence without crossing into spam territory.
Content mix
Each week's posts should hit at least three of these formats:
- Story — "How we did X" with concrete numbers
- Question — Genuine ask to the community
- Comparison — Tools/options in a category
- Resource — Curated list, framework, or template
- Behind-the-scenes — A real-world tradeoff or decision
The single calendar
Maintain one shared spreadsheet with: date, subreddit, post type, draft status, who's responsible, and post URL. Don't run separate calendars per subreddit — you'll create accidentally repetitive content. The single calendar lets you see the full motion in one view.
Don't post on autopilot
Reddit changes weekly. Sub rules update; mods rotate; community sentiment shifts. Block 30 minutes every Friday to read the last week of top posts in each target sub and adjust the next week's plan. The calendar is a forecast, not a contract.