How Bill Gates is Building Reddit Clout
By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida
Niche doesn’t appear to be a word that we often a tribute to social media platforms. As their rapid proliferation has made them very commonplace! With Facebook, Instagram, and Twitter leading the way, the dozens of all her other smaller platforms pale in comparison (but do well in their own right!).
With that said many content creators, thrive almost exclusively on niche platforms. These brands and influencers do exceedingly well in the smaller arenas. One platform in particular, with 542 million visitors, does not seem so small. (Ennis-O’Connor, Marie) Reddit has made a way for several influencers and brands to differentiate themselves and stand out in this over-saturated market where each is trying to get their voice heard.
In particular, Bill Gates has used Reddit, to speak one on one with thousands of people. How has he done this? By participating in a Reddit phenomenon called R/askmeanything. On this sub-Reddit, an open community where any member can readily participate. Reddit's users regularly post asking for other members of the community to ask them questions. Typically, the more notable persons such as celebrities or leaders in particular fields, are quickly inundated with questions.
In several instances, Bill Gates has offered his sage words. By being a leader in specific areas of expertise, Gates has answered questions that Redditors posed. As a man with near-unlimited resources and presumably not that much time, his marked effort to make contact with members of this community is very notable. By focusing on this Reddit community, which is built of people who seek out knowledge, Gates is most effectively using his time and efforts to presumably influence his target audience.
I for one did not know, that Bill Gates had a reputable charitable organization and that he was commendably philanthropic until I found out through Reddit. And in this very particular way, Bill Gates has used the niche platform to his advantage. Reddit has served as a free-form of advertising for his brand and his charitable foundation.
Most recently, amid the COVID-19 crisis. Bill Gates has given his recommendations and perspective. Gates is head of a charitable organization (The Bill and Melinda Gates Foundation) that is deeply involved in procuring funds to fight this global health crisis. Bill Gates explained in layman’s terms, the factors and consequences affecting us as a society currently with this deadly virus outbreak. Gates makes recommendations for how we must carry ourselves and work together, moving forward to combat it. When asked what his organization is doing personally, Gates’ responded the foundation “is working with all the groups who make diagnostics, therapeutics, and vaccines to make sure the right efforts are prioritized.” (Wiggins, Brandon) Gates relates to people asking the questions in the simplest of terms, showing the public he is an accessible and knowledgeable figure!
References
Wiggins, Brandon.“Bill Gates Did a Reddit AMA on Coronavirus. Here’s What We Learned.” Global Citizen, www.globalcitizen.org/en/content/bill-gates-coronavirus-reddit-AMA-testing/.
Ennis-O’Connor, Marie. “Going Beyond Facebook: Niche Social Media Sites You Should Explore.” Medium, Medium, 13 May 2019, medium.com/@JBBC/going-beyond-facebook-niche-social-media-sites-you-should-explore-89d4e1b4077c.
