In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to build karma and credibility, and why owning your subreddit is now essential brand hygiene. Ross shares practical steps for teams of any size to start distributing content effectively, encourages leveraging student-generated stories, and highlights how repurposing existing assets can drive massive impact. He also discusses his book, Create Once, Distribute Forever, and offers low-lift strategies to help higher ed marketers turn Reddit from a risk into an unmatched opportunity.

Links:

Ross’ book: Create Once, Distribute Forever
Ross’ companies: Foundation Marketing and Distribution.ai

Key takeaways:

1. Reddit now shapes both search results and AI-generated answers used in the college search.
2. Universities must own and actively manage their subreddits to influence student perception.
3. Zero-click storytelling outperforms link-dropping and builds trust on Reddit.
4. Studying subreddit culture and tailoring content to it prevents bans and boosts engagement.
5. Consistency—15 minutes a day of authentic activity—compounds into real visibility and impact.