What Is Astroturfing?
Astroturfing is the practice of creating fake grassroots support for a product, brand, or idea. On Reddit, this typically involves using fake accounts to post positive reviews, upvote content, or create the illusion of organic interest in a product or service.
The term comes from "AstroTurf" (artificial grass) — it looks like genuine grassroots activity but is manufactured. Reddit communities are particularly adept at detecting and calling out astroturfing attempts.
Why It Matters for Marketers
Astroturfing is one of the fastest ways to destroy your brand's reputation on Reddit. When caught — and on Reddit, you almost always get caught — the backlash is severe: public call-outs, permanent bans, and lasting damage to your brand's credibility.
Reddit users actively investigate suspicious activity. They check account histories, look for patterns in posting behavior, and cross-reference accounts. The risk far outweighs any short-term benefit.
Legitimate marketing on Reddit requires transparency and authenticity. Being upfront about who you are and what you're promoting, while providing genuine value, is always the better long-term strategy.
Examples
- A company creates 5 new accounts to post "I just discovered this amazing tool!" posts — all accounts get banned within days.
- A brand pays for upvotes on their posts — Reddit's vote manipulation detection flags the activity and shadowbans the account.
- Redditors discover a pattern of new accounts all promoting the same product and create a viral callout post that damages the brand.