What is the deal about Reddit? The land of memes, trolls, karma points and a set of rules that seemed to be miles away from the grown-up world and completely forbidden to self-promotion and commercialization. Brands have tried to reach the younger generations that reign this platform and failed, like when in 2012 Businessweek and The Atlantic were banned for posting what was considered spam and often hiding under pseudonyms, trying to pass original content for something else. Users, as they often do, could see through that. And they were not happy.

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