Reddit marketing is usually discussed as a play for English-speaking markets — the US, the UK, Canada. Ukraine rarely comes up. Reddit is still a niche platform there, and Ukrainian-language discussions on it are few and far between.
So when a Ukrainian giveaway tool came to us aiming for Google’s Top 20 for a local search query, we knew the usual playbook would need adjusting: with few existing threads to work with, the campaign had to start from scratch.
Client
The client is a Ukrainian online randomizer for social media giveaways. Brands and creators running contests on Instagram and other platforms use it to pick a winner at random. It’s a crowded category: the search results for its core queries are full of similar services competing for the same users.
Goal
Get a Reddit thread mentioning the client into Google’s Top 20 for the query “Instagram winner generator” (searched in Ukrainian), with the campaign targeted at search results in Ukraine.
Task
The client wanted an additional presence in Google search results for this query — a third-party discussion where the service comes up as a recommendation, not as an ad. To get there, we needed:
- a Reddit thread relevant to the target query that could rank in Google Ukraine;
- a brand mention that fits naturally into the conversation;
- enough activity around the thread for it to look alive.
Strategy
In most markets, Reddit promotion can build on threads that already exist and rank. In Ukraine, that pool is small: the platform hasn’t gone mainstream with Ukrainian users, so relevant discussions are scarce. Instead of relying on them, we created our own.
A native post in a Ukrainian-language subreddit. We published the post in r/Ukraine_UA. It was written as a first-person story: the author had just run a giveaway during a live stream and was asking other users how they choose winners on Instagram. The target query was worked into the title and body naturally, without keyword stuffing — the post had to read as a genuine question first and an SEO asset second.
The brand mention, kept out of the post. The client’s service wasn’t named in the post itself. It appeared in a separate comment underneath, as part of the discussion. That kept the original post clean and made the recommendation read like advice from another user rather than an ad.
Boost comments. Six more comments — boosts — were supporting replies with no brand mention at all. Their job was to develop the conversation so the thread looked active and worth reading, both for Reddit users and for anyone landing on it from search.
Upvotes. Twenty upvotes gave the post its first engagement signals and helped it hold its place in the subreddit.
Results
Within a month, the post with the client’s mention reached the first page of Google Ukraine for the target query — sixth position at the time the result was recorded. The goal had been the Top 20.
The thread sits in the results alongside the websites of randomizer services — right where users compare tools before choosing one for their giveaway.
The entire campaign cost $149 — less than a typical ad launch. And unlike an ad, which disappears the moment the budget runs out, the Reddit post stays live after the campaign ends.
Result: First page of Google Ukraine for the target query in one month, against a Top 20 goal.
Why It Worked
The small Ukrainian audience on Reddit matters far less than it might seem. The goal was never traffic from Reddit itself — it was visibility in Google, and Google treats Reddit as a highly authoritative source. According to Sistrix and Semrush, reddit.com is among the most visible domains in Google Search in the US and the UK. This case shows the effect isn’t limited to English-language results: a Ukrainian-language thread held its own against dedicated service websites.
The format mattered too. A real-sounding question with the search phrase in its title is exactly the kind of page Google matches to “which tool should I use” searches. Keeping the brand in the comments, not the post, protected the thread’s credibility — both with Reddit users and with anyone arriving from search.
Conclusion
Ukraine isn’t an obvious Reddit market — and on the platform itself, it isn’t one yet. But Reddit’s value for a brand doesn’t depend only on who scrolls the subreddits. A well-built thread works on three levels at once: traffic from Reddit, rankings in Google, and citations in AI answers. For Ukrainian brands, the first channel is still limited; the other two are fully open.
One month, one post, and a budget smaller than an ad test were enough to put this client on page one. For local brands willing to look past Reddit’s US-centric reputation, that’s a fast, low-cost way to show up exactly where customers are already searching.
Hi! I'm Viktoriia 👋
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