7 Meaningful Examples of Reddit AMAs for Creators and Publishers

As we noted recently, changes across the online ecosystem are causing strategic rethinks demanding more diversity in marketing efforts. At the same time, Reddit has demonstrated significant growth recently, becoming a powerful platform for publishers and content creators to reach highly engaged audiences. 

Known for its unfiltered and user-driven discussions, Reddit rewards authenticity, but Redditors are notoriously leary of parasitic self-promotion. Content creators who approach Reddit with a genuine effort to contribute value often find very welcoming audiences. 

This blog explores seven examples of publishers and content creators who have mastered the art of organic content marketing on Reddit.

1. George Clinton Pumps the Volume on Artist-Fan Engagement

George Clinton, the pioneering funk musician and pioneer of Parliament-Funkadelic, made a memorable appearance on January 15, 2018, Reddit AMA that coincided with the release of his single, “I'm Gon Make You Sick O'Me,” featuring Scarface. Clinton, who has influenced generations of musicians with his genre-defying sound, took to Reddit to engage with fans and music enthusiasts, offering a rare opportunity for them to ask questions about his creative process, legendary collaborators, and unusual life in show business.

George Clinton (left) announcing the AMA session on Reddit Source: George Clinton’s AMA on Reddit

What made this AMA particularly impactful was Clinton’s candid and laid-back approach. He mentioned his new single and provided a link to it in the intro. He was happy to let the fans lead the discussion, delving into topics ranging from the silly to the poignant, society and politics, and behind-the-scenes stories from decades on the road. Fans were able to ask a wide variety of questions, and Clinton’s responses demonstrated a mix of humor, wisdom, and genuine passion for his craft.

The Numbers

Source: George Clinton’s AMA on Reddit

Why It Worked

Authenticity

Clinton’s personality shined through in his responses, making fans feel like they were having a real conversation with the funk legend. His candid answers, peppered with humor, made the AMA feel more like a jam session than a promotional event.

Storytelling

Clinton’s career spans decades, and he used the AMA to share fascinating behind-the-scenes stories, giving fans a glimpse into the wild world of Parliament-Funkadelic and the music industry.

Source: George Clinton’s AMA on Reddit

Fan appreciation

Clinton took time to respond to a wide range of questions, from deep dives into music theory and production to lighthearted queries about his favorite musicians and influences, showing his appreciation for both hardcore fans and casual listeners alike.

Cultural Context

Rather than sticking to just music promotion, Clinton addressed the cultural and political messages behind his work, giving Redditors a deeper understanding of the significance of funk in the broader landscape of American music and culture.

Source: George Clinton’s AMA on Reddit

Key Takeaways

George Clinton’s AMA is a prime example of how artists can use Reddit to connect with their audience in an organic, meaningful way. His approach focused on storytelling, transparency, and genuine engagement, making the AMA feel less like a promotional stunt and more like a celebration of his relationship with fans and music history.

By engaging authentically, sharing fun stories, demonstrating deep appreciation for other artists from both earlier and later generations, and offering fans the chance to explore the depths of his career and creative process, Clinton’s AMA resonated with a wide audience and reinforced his legacy as one of the most influential figures in modern music.

2. Bo Burnham Finds a New Outlet for Vulnerable Storytelling

When comedian-turned-filmmaker Bo Burnham hosted an AMA to promote his debut feature film, Eighth Grade, he struck a perfect balance between promoting his work and engaging in meaningful, authentic conversations in his signature humble style. 

Eighth Grade, a coming-of-age film about the awkward, anxiety-filled transition into adolescence, has already garnered critical acclaim for its raw and honest portrayal of modern youth, having debuted at Sundance in January 2018. Burnham’s AMA served as an extension to this, offering fans and film lovers a unique opportunity to discuss the film’s themes, his creative process, and the personal experiences that shaped his storytelling.

Bo Burnham (left) announcing his AMA session on Reddit. Sources: Bo Burnham’s AMA on Reddit and Eighth Grade X (Twitter)

Burnham, known for his introspective and often self-deprecating humor, took a similarly open and reflective tone in the AMA. He responded to a variety of questions, from queries about the technical aspects of filmmaking to the emotional weight of telling a story about anxiety—something Burnham himself has spoken openly about in his stand-up routines. The conversation quickly moved beyond typical promotional efforts and evolved into a vulnerable and sincere dialogue about mental health, social media’s impact on youth, and the power of storytelling.

The Numbers

Source: Bo Burnham’s AMA on Reddit

Why It Worked

Vulnerability and Honesty

Burnham didn’t shy away from discussing his own struggles with anxiety, a key theme in Eighth Grade. This openness made his responses deeply relatable and helped him connect with Redditors on a personal level, who frequently expressed having similar experiences and looked to Burnham’s work to help with coping.

Source: Bo Burnham’s AMA on Reddit

Insight into Filmmaking

Fans appreciated Burnham’s willingness to dive into the technical side of filmmaking, from the casting of the lead role to the challenges of directing a film about such a specific and vulnerable time in a young person’s life.

Thoughtful Engagement with Cultural Themes

Burnham used the AMA to explore broader societal issues, such as the pressures placed on young people by social media and the internet, which resonated with Reddit’s user base, many of whom could personally relate to the film’s themes.

Balance Humor and Sincerity

Known for his wit, Burnham kept the tone light when appropriate, answering fun questions about his comedic background, while also delivering more serious responses when it came to the film’s emotional core. This balance made the AMA both entertaining and impactful.

Source: Bo Burnham’s AMA on Reddit

Key Takeaways

Bo Burnham’s AMA is a prime example of how a creator can use Reddit to promote a project while maintaining authenticity and fostering meaningful conversations. By being vulnerable and addressing the anxieties that inspired Eighth Grade, Burnham not only very effectively promoted the film but also connected more deeply with his audience, furthering the reach of the film and of Burnham’s other projects, comedy specials, and YouTube videos.

Burnham’s genuine responses, coupled with his willingness to engage with Redditors on a wide range of topics—both personal and professional—made the AMA a standout example of how to create organic buzz around a project. It reinforced his reputation as a thoughtful artist while fostering a sense of community around the film’s relatable themes.

Eighth Grade was not a blockbuster performer in theaters, earning a bit under $14 million at the domestic box office, but it didn’t need to be. Burnham made the film for a mere $2 million. Add the box office to the various licensing deals for streamers and TV networks around the globe, and it was an undeniable commercial success.

3. The Rock Rampages through an AMA

When Dwayne "The Rock" Johnson took to Reddit to promote his action-packed 2018 blockbuster Rampage, he showcased not only his ability to draw audiences to theaters but also his unmatched talent for connecting with fans.  Known for his larger-than-life presence both on and off the screen, Johnson’s AMA delivered a high-energy, fun, and engaging experience that turned the AMA format completely upside down, drawing tons of hilarious engagement.

Sources: Dwayne Johnson’s AMA on Reddit and Warner Bros.

Instead of fielding questions about Rampage, his role as a leading action star, and his career evolution from professional wrestling to Hollywood’s highest-paid actor, Johnson offered up an excuse at the last minute about being cast in a new film and not having the time to answer questions. Instead, he provided “answers” to unasked questions and asked Reddit participants to backfill the questions, turning this AMA into a roast.

Source: Dwayne Johnson’s AMA on Reddit

The conceit worked brilliantly. Redditors had a blast, and the AMA brought in huge engagement.

The Numbers

Source: Dwayne Johnson’s AMA on Reddit

Why It Worked

Self-Deprecation at Scale

Part of Johnson’s appeal is that, despite stratospheric success as a pro wrestling champion and a Hollywood A-list superstar, he proves over and over again that he doesn’t take himself too seriously, that he’s game to be the butt of the joke for audience entertainment. This AMA was an open invitation to Redditors to wreck him, and they clearly reveled in it.

Johnson’s “answers” were clearly designed as bait to bring out the cheeky side of the audience and tapped into Reddit’s natural joke trailing, where jokes beget more jokes, leading to stacks of quips.

Key Takeaways

Dwayne Johnson’s AMA promoting Rampage is a very unconventional example of how celebrities can use Reddit to authentically engage with their audience while promoting a project. Johnson’s left-field approach was risky, but it paid off. By doing so, he strengthened his personal brand while generating excitement around *Rampage*.

Johnson’s AMA is also a lesson in how to maintain authenticity even when promoting a major Hollywood film. By volunteering for ridicule, Johnson turned what could have been a standard promotional event into a fan-centric celebration that resonated with Redditors. It not only increased awareness for Rampage but also deepened fans’ connection to Johnson, both as an actor and as an all-around entertainer.

4. Andrew Rea Cooks Up a Masterful Content Promotion

Andrew Rea, the creator behind the wildly popular YouTube food channel Babish Culinary Universe with over 10 million subscribers, hosted an AMA in Reddit to promote his new cookbook, Binging with Babish: 100 Recipes Recreated from Your Favorite Movies and TV Shows. 

Sources: Andrew Rea’s AMA on Reddit and the Book Cover (Amazon)

Known for his meticulous recreations of iconic dishes from pop culture, Rea used the AMA not just to promote his book but to engage deeply with his community of food and film enthusiasts. The AMA was a natural extension of his brand, which thrives on relatability, pop culture fandom, and a passion for food.

Throughout the AMA, Rea answered questions from fans about the process of developing the cookbook, his favorite recipes, and his journey from a hobbyist YouTuber to a full-time content creator. He also shared behind-the-scenes stories about creating some of his most popular dishes. Fans appreciated the opportunity to learn more about his creative process, his daily life, his favorite TV show episodes, and the work that went into adapting his beloved show into a cookbook format, and Andrew smashed it out of the park with this engagement.

The Numbers

Source: Andrew Rea’s AMA on Reddit

Why It Worked

Community-Driven Content

Rea’s brand has always been community-oriented, and the AMA reflected that. He took the time to answer a wide variety of questions, from cooking tips to personal stories, making the conversation feel inclusive and welcoming.

Source: Andrew Rea’s AMA on Reddit

Authentic Engagement

Known for his approachable, down-to-earth personality, Rea carried that same authenticity into his AMA. His responses were thoughtful and often tinged with humor, creating a sense of camaraderie between him and his fans.

Source: Andrew Rea’s AMA on Reddit

Behind-the-Scenes Insights

Rea shared interesting tidbits about the challenges of adapting YouTube recipes into written form for the cookbook. Fans were fascinated by the technical side of his work, from recipe testing to food styling, adding depth to their understanding of what goes into producing content at such a high level.

Pop Culture Connections

Rea didn’t just stick to promoting the cookbook—he leaned into what made Binging with Babish so popular in the first place: the intersection of food and pop culture. Fans asked about their favorite movie dishes, and Rea was more than happy to discuss how he chose which iconic meals made it into the book.

Key Takeaways

Andrew Rea’s AMA promoting his *Binging with Babish* cookbook perfectly illustrates how content creators can use Reddit to engage with their audience in a meaningful, organic way. Instead of a hard sell, Rea focused on sharing his journey and passion for both cooking and pop culture, creating a conversation that felt more like a gathering of food-loving friends than a marketing push.

Rea’s success on Reddit is a testament to the power of community building. His AMA allowed fans to feel personally connected to him and his creative process, which not only generated excitement for the cookbook but also deepened his relationship with his audience. By appealing to multiple large communities (foodies and cooks, pop culture fans, and aspiring content creators), Rea added a ton of energy to his cookbook promotion.

5. Rick Astley Never Gives Up on His Memetic Notoriety

To promote 50, his 2016 studio album, the first of his released in the US since 1993, Rick Astley hosted a massive Reddit AMA. Fans were clearly eager to engage with the '80s icon who’d become synonymous with internet meme culture thanks to “Rickrolling.” After stepping away from the limelight for years, Astley’s AMA was an opportunity not just to promote his new music but to reconnect with a new generation of fans who knew him primarily from the viral phenomenon.

Sources: Rick Astley’s AMA on Reddit and Wikipedia

Astley’s AMA was a perfect blend of self-deprecating humor, earnest discussion about his new album, and heartfelt gratitude to fans who had stuck with him throughout the years. 

Instead of shying away from the “Rickroll” meme, Astley embraced it, using it as a springboard to talk about his journey back into the music industry and how he found inspiration for 50, his first album of original material in over a decade. He shared thoughts about the changing music industry, his favorite songs and artists, and a few hints about future projects.

The Numbers

Source: Rick Astley’s AMA on Reddit

Why It Worked

Embracing Meme Culture

Astley didn’t ignore the “Rickroll” phenomenon that had brought his name back into public consciousness. Instead, he leaned into it with good humor, even jokingly Rickrolling fans in the comments. This approach endeared him to a new generation born after his heyday that appreciated his ability to laugh at himself.

Source: Rick Astley’s AMA on Reddit

Sincere Engagement

Beyond the humor, Astley took the time to engage with fans on a deeper level, discussing his creative process, the challenges of returning to music after a long break, and the personal significance behind many of the album’s songs. His sincerity resonated with both longtime fans and newer audiences.

Gratitude and Humility

Astley repeatedly expressed his gratitude for the continued support from fans, particularly those who discovered him through the meme and went on to explore his broader discography. His humble attitude and openness about his career ups and downs made him even more relatable.

Behind-the-Scenes Stories

Fans loved hearing Astley’s stories about his early career in the 1980s, his experiences touring, and his decision to step away from the spotlight for a time. His honesty about the pressures of fame and his decision to return to music after so many years gave fans a deeper appreciation for 50 as more than just a nostalgia trip.

Key Takeaways

Rick Astley’s AMA promoting 50 was a textbook example of how artists can use Reddit to reintroduce themselves to both old and new fans in an authentic, engaging way. By leaning into the meme that kept him relevant, Astley showed he was in on the joke, which endeared him to internet-savvy Redditors. At the same time, his thoughtful and honest reflections on his career and the making of 50 helped fans see him as much more than just a meme.

Astley’s ability to balance humor with heartfelt sincerity made the AMA feel like a genuine conversation rather than a promotional event. By embracing both his past and his present, he created a sense of excitement around 50 and reinforced his reputation as a beloved, self-aware artist who doesn’t take himself too seriously but still deeply cares about his craft.

6. Jane Goodall Cuts through the Online Jungle with Thought-Provoking Dialogue

Dr. Jane Goodall, the world-renowned primatologist and conservationist, hosted a captivating Reddit AMA to promote her online course on conservation with MasterClass. Best known for her groundbreaking work with chimpanzees in Tanzania, Goodall used the AMA as an opportunity to discuss her decades of experience in wildlife research and conservation while also raising awareness about the urgent need for global action to protect the environment.

Sources: Dr. Jane Goodall’s Reddit AMA and Masterclass

Rather than merely focusing on promoting her course, Goodall invited Redditors to engage in a deep conversation about the state of the planet, the interconnectedness of all living things, the importance of science and research, and the critical role that each person can play in conservation efforts. Her thoughtful responses addressed not only the technical aspects of conservation but also her personal journey as a scientist and advocate, and the ethical and moral questions surrounding environmental responsibility.

The Numbers

Source: Dr. Jane Goodall’s Reddit AMA

Why It Worked

Depth and Expertise

As one of the most respected figures in primatology, Goodall’s responses carried tremendous weight. She provided well-researched, fact-based insights into topics like habitat destruction, climate change, and animal behavior, making the AMA educational and enlightening for participants.

Call to Action

Goodall’s course, her first online educational program, is designed to inspire individuals to take action in their own lives, and she used the AMA to emphasize the importance of grassroots efforts. She encouraged participants to get involved with conservation in any way they could, creating a sense of empowerment and responsibility among Redditors.

Source: Dr. Jane Goodall’s Reddit AMA

Personal Anecdotes

Fans were eager to hear stories from Goodall’s life and career, and she delivered. From her early experiences in Gombe Stream National Park to encounters with the chimpanzees that shaped her understanding of animal behavior, Goodall shared personal stories that illustrated her passion and commitment to conservation.

Compassionate, Hopeful Tone

Goodall’s responses were filled with hope and encouragement, even when discussing the serious challenges facing the environment. Her optimism about the future, particularly in young people’s ability to drive change, left a lasting impression on participants whose questions often reflected deep cynicism about the world and humanity.

Key Takeaways

Jane Goodall’s AMA promoting her online course on conservation was a sterling example of how to use Reddit as a platform for education and inspiration. Goodall’s depth of knowledge, combined with her heartfelt call for environmental stewardship, helped transcend the conversation well beyond mere promotion.

By sharing her personal experiences and offering practical advice on how individuals can contribute to conservation efforts, Goodall successfully connected with a diverse audience, from aspiring scientists and activists to casual nature enthusiasts. Her AMA highlighted the importance of taking collective action to protect the planet and positioned her online course not just as a resource for learning but as a call to join the global movement for environmental sustainability.

Goodall’s combination of expertise, optimism, and accessibility made the AMA a powerful vehicle for both promoting her course and advancing the broader cause of conservation.

7. Cookie Monster Comes for Reddit’s Confections

In one of the most delightful and wholesome AMAs Reddit has seen, Sesame Street’s beloved Cookie Monster took to the platform to promote a charity contest offering fans the chance to eat cookies with him. The contest, supporting the Yellow Feather Fund—Sesame Workshop’s initiative to help children around the world through education and health programs—was a playful way to engage fans and raise awareness for a meaningful cause. 

Sources: Cookie Monster X (Twitter) Page and Sesameworkshop.org

True to character, Cookie Monster responded to questions in his inimitable style, focusing on all things cookie-related, but also bringing humor and heart to the conversation. From his favorite cookie recipes to questions about his famous cookie obsession, Cookie Monster’s responses were filled with charm, laughter, and joy. 

Beyond the fun, the AMA was an opportunity to shine a light on the critical work being done by the Yellow Feather Fund, tying together a beloved character’s persona with a philanthropic mission.

The Numbers

Source: Cookie Monster AMA Page on Reddit

Why It Worked

Authentic Character Engagement

Cookie Monster stayed fully in character throughout the AMA, delivering answers with the same playful and lovable personality generations of fans know from Sesame Street, arguably the greatest and most influential children’s television show in history. This engagement tapped into the inner child in Redditors, adding an extra layer of emotional investment from participants.

Source: Cookie Monster AMA Page on Reddit

Balancing Fun and Philanthropy

The AMA struck a perfect balance between entertainment and advocacy. While Cookie Monster’s responses were all humorous and lighthearted, the underlying message of supporting children through the Yellow Feather Fund was unobtrusively woven into the conversation, ensuring the cause was boosted by the jokes and antics.

Community-Building

Fans of all ages who grew up watching Sesame Street participated in the AMA, creating a multi-generational community. Cookie Monster’s ability to engage both nostalgia and current fan excitement made the AMA feel like a celebration of kindness, education, and cookies.

Interactive and Engaging

The concept of winning a chance to eat cookies with Cookie Monster gave fans an interactive reason to participate beyond the AMA itself. It built excitement not just around the character, but around the opportunity to take part in a memorable, one-of-a-kind experience, while supporting a good cause.

Key Takeaways

Cookie Monster’s AMA promoting the “Eat Cookies with Cookie Monster” contest combined entertainment, community engagement, and philanthropy. By staying in character and delivering responses with the same joy and playfulness that made him a cultural icon, Cookie Monster created an AMA that was not only fun but also deeply resonant with fans of all ages.

At the same time, the AMA raised awareness for the Yellow Feather Fund’s important work, showing how even lighthearted and humorous content can be effectively used to support meaningful causes. By blending entertainment with a strong call to action for charity, Cookie Monster’s AMA demonstrated the power of leveraging a beloved character to drive both fan engagement and positive change.

Key Takeaways for Publishers and Content Creators on Reddit

Reddit offers a unique opportunity for publishers and content creators to engage with audiences through organic, meaningful interactions. Success on the platform depends on understanding the culture of Reddit and contributing in a way that adds value to the community. Here are some key lessons to be learned from these examples:

Engage with Integrity and Transparency

Redditors appreciate it when content creators and publishers offer honest, thoughtful contributions rather than simply promote their content. Transparent communication builds trust.

Meet Redditors Where They Are

Successful content creators and publishers contribute to existing conversations instead of trying to steer them. Join relevant threads and be part of the community.

Provide Value beyond Promotion

Offering insights, data, and behind-the-scenes looks at content creation processes creates a deeper connection with Reddit users, leading to organic sharing and engagement.

Respect the Platform’s Culture

Blatant self-promotion is rarely effective on Reddit, but these examples demonstrate that Redditors will participate in promotional engagements when value is offered as well. Publishers and content creators must prioritize the community’s interests and values when engaging.

Conclusion

Reddit, when used thoughtfully, can be a powerful platform for building trust, sparking dialogue, and amplifying high-quality content. By focusing on authentic engagement and aligning with the values of Reddit-based communities, publishers and content creators can build long-term relationships with their audiences on the platform.