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If your Reddit strategy is just reposting blog links and case studies, you’re missing its real potential
Yes. it’s a powerful distribution channel.
But it’s also an amazing platform for collecting unfiltered customer feedback, communicating with your power users, and building authentic relationships that drive retention.
Too often, brands treat Reddit solely through the lens of content promotion, overlooking its immense value as a customer intelligence tool. When used strategically, Reddit transforms into a direct line to your most engaged users and their uncensored thoughts about your offerings.
1Password is a standout example of a B2B brand using Reddit not just to market, but to listen and learn. Their approach helps them:
- Identify pain points in the user experience
- Fill their product backlog with features customers actually want
- Educate and evangelize potential and new users
Let’s dive in.
The Anatomy of an Enterprise Subreddit: r/1Password
The 1Password team knows Reddit well. Their r/1Password subreddit has been active for over a decade and is a key part of their winning investment in partners, community, and content. This longevity has allowed the community to grow organically, while being guided by the company’s community management strategy.
Creating a Professional, User-Friendly Subreddit
The moment you land in r/1Password, it’s clear the subreddit is brand-owned. The layout is polished and thoughtfully organized to help new visitors quickly find key information about 1Password, including:
- Pinned posts discussing enterprise services and a new 1Password community
- Community Bookmarks like the subreddit Wiki, key website links, and sign-up CTAs
- A dedicated support email for issues coming through Reddit (support+reddit@1password.com)
This level of structure signals credibility and professionalism, not just to the 39,000 subscribers but to any Redditor who discovers the page.
On the flipside, r/LastPass is not affiliated with the brand (and it shows). LastPass users who visit this sub looking for product information, troubleshooting help, or a hub to request features, quickly realize no one’s home.
No brand presence.
No links to support pages.
No LastPass user accounts.
All of this translates to no confidence in LastPass.
The net result?
A community that’s disconnected from the brand.
This contrast is worth calling out because it proves that 1Password’s investment in its own subreddit is paying off. Their active presence supports users and strengthens the overall brand.
Engaging Redditors with Moderator and User Accounts
Between the moderator team, official brand account (u/1PasswordOfficial), and team member accounts, at least a dozen 1Password employees are active on the subreddit.
The most active voice in the community is u/1PasswordCS-Blake, the account run by 1Password’s Community Manager Blake Brandon. Since joining in November 2019, Blake has kept a low profile when it comes to posting (24 post karma), but his 4,727 comment karma shows that he’s taking a reactive engagement approach. In other words, he’s focused on replying, not broadcasting. He’s consistently in the comments sharing helpful advice and links to relevant support pages.
The subreddit also sees regular activity from a number of 1Password product managers who share updates when betas release and new features rollout:
- u/Travis_1Password (joined August 2019): 380 Post Karma, 471 Comment Karma
- u/Chandana_1Password (joined February 2024): 412 Post Karma, 65 Comment Karma
- u/Danny_1Password (joined May 2024): 428 Post Karma, 287 Comment Karma
Other 1Password employees from Development, Product, and Security teams also drop in from time to time to share insights and answer questions. This kind of cross-team involvement shows that 1Password sees Reddit as a meaningful investment in community and product improvement.
Triaging Incoming Posts with Flair Filters
With 39,000 subscribers and millions of users, /1Password sees a steady stream of new content every day. To keep things organized for their subscribers and internal team, the subreddit uses a comprehensive flair system to categorize content and identify official team members.
According to the Subreddit Wiki, they use both User and Post Flair to make the subreddit easier to navigate.
- User Flair: Identifies accounts used by 1Password employees and highlights which department they are involved in (Product, Community, Developer, Security)
- Post Flair: Gives Redditors insight into purpose and topic of discussion and also identifies posts coming from official 1Password accounts
The Post Flair sorts content into 4 main categories:
- Posts from official 1Password accounts like product announcements, usability updates, product manager updates, AMA’s, and blog posts
- Discussion posts centered on 1Password or the topic of password security
- Feature Requests detailing how 1Password can improve their product portfolio
- Platform-specific posts for targeted targeted technical discussions and troubleshooting advice
Not only does this system make it easier for users to engage in relevant discussions, but it provides the 1Password team with valuable information about user experience across platforms and devices.
The effort behind this system reflects a larger commitment: building a space where current and potential users can interact easily with one another and with the 1Password team. Flair might seem like a small detail, but when used well, it makes navigating subreddits easier for everyone.
Now let’s take a look at the type of content that earns the most engagement on the sub.
Content Analysis: Top Posts in r/1Password Over the Past Year
Reddit referral traffic is hard to track from the outside, but here’s what I was able to estimate using SimilarWeb:
In March 2025, 1Password’s website saw over 6.6 million visits. Of those, about 0.59% came from social media, so roughly 39,000 visits. Reddit accounted for 46% of that social traffic, which works out to around 17,000 visits from Reddit alone.
While Reddit traffic makes up a small slice of 1Password’s overall site visits, it represents the payoff of a long-term investment in building an active, engaged community.
To understand that value, it helps to look at the kinds of conversations happening in r/1Password, and who’s leading them.
Using Reddit’s post filters, I pulled the top 50 posts in r/1Password over the past year. Collectively, they earned 7,500 upvotes and 3,241 comments—massive engagement relative to the size of the subreddit.
To understand what’s driving conversation in the subreddit, here’s how the top 50 posts from the past year break down by flair type:
19 of the top 50 were company-authored posts announcing product updates and tagged with either “announcement” or “discussion” flair. These were fan-favourites among the r/1Password community, with an average of 203 upvotes.
Community-authored posts made up the remainder of the top 50. These were typically “feature request” or “discussion” posts about troubleshooting that sparked long comment threads (average of 56 comments per post).
What’s more, none of the top posts shared by the 1Password team over the past year were based on traditional marketing collateral like blog posts and case studies. This tracks with the nature of the subreddit: it’s a space primarily used by existing users, where product updates and support resources carry more weight than marketing material.
Why r/1Password is a Powerful Customer Retention Channel
While much of the current hype around Reddit marketing focuses on distribution and referral traffic, 1Password shows how powerful Reddit can be as a customer retention tool.
This is particularly valuable for product-led companies like Calendly and Linktree, where users start with a freemium version and gradually integrate the product into their daily workflow before hitting a usage limit (or the end of a free trial). The more resources these companies dedicate to improving the user experience, the more likely it is that those users stick around, and eventually upgrade.
Now let’s look at three ways r/1Password helps boost customer retention and has customers leaving feedback like this…
1) Identifying Product Gaps and Painpoints
Companies don’t have to guess what users think because Reddit offers a direct, unfiltered stream of feedback. By owning and managing their subreddit, 1Password has built an important communication channel with more than 39,000 users.
The “Feature Request” flair makes it simple for users to communicate product gaps and pain points directly to 1Password teams. In the past year alone, the subreddit has seen hundreds of posts with this flair. Thanks to upvotes and comment context, the 1Password team can easily identify high-priority requests and pass that information to product leads.
One prime example is a top post in r/1Password title: “Feature request: Let Me Choose a Safe Moment to Enter My Password.” This request earned 259 upvotes and dozens of comments from users who shared the same frustration. One commenter even called it a “million dollar idea.”
Community manager Blake commented within 48 hours, thanking the user for their “really smart idea” and confirming he had shared the feedback with the product team. Blake’s speedy response shows just how seriously the 1Password team cares about user feedback, and how closely their community and product teams stay connected.
This post is just one of hundreds of feature requests shared over the past year. What sets r/1Password apart is how often employees regularly chime in to respond with feedback or highlight existing solutions. It’s a collaborative loop that Reddit helps make possible.
2) Responsive Feature Releases and Product Updates
Feature releases and product updates naturally generate the most engagement in the subreddit. After spending considerable time highlighting problems and requesting new features, users are eager to see 1Password respond with solutions. It’s a unique example of content-market fit.
Reddit provides the perfect platform for 1Password to demonstrate responsive product development to their most dedicated users:
- Users raise concerns with the user experience or interface through Reddit
- Employees bring the most important feedback in-house to inform product updates
- Product updates are then communicated back to those same users through Reddit
Tying user input into the product feedback loop is a smart play because user satisfaction is one of the strongest indicators of customer retention. And the r/1Password engagement metrics bode well for this strategy:
6 of the top 10 posts by upvotes come from 1Password product manager accounts announcing various improvements to the platform.
For example, the top post of the last year comes from product manager u/Danny_1Password, announcing that users can now share Wi-Fi credentials using a QR code.
But rather than simply posting links to blog posts and support documents like they do with their reactive community work, look at how the 1Password development team goes the extra mile by sharing detailed information in pinned comments.
They recognize that product users and evangelists want a place to chat about updates with likeminded redditors, and that website announcements alone miss opportunities for community engagement.
This approach shows users that 1Password takes a collaborative approach to product development by seeking customer feedback, implementing improvements based on that feedback, and then communicating action back to the community through the same channel.
3) Establishing a Community of Educators and Product Evangelists
Beyond product feedback, the subreddit also acts as an education hub for people interested in password management and security best practices. And much of that knowledge-sharing is driven by the users themselves.
For example, one of the top posts from the past year came from a self-described “novice user” trying to understand the difference between 1Password and LastPass. After reading about a recent LastPass breach, they asked why 1Password is considered more secure, given that both services store user data in the cloud.
Within hours, a community expert and Top 1% Commenter in the sub (u/jimk4003) provided a detailed explanation of LastPass’s mistakes and how 1Password’s approach prevents similar vulnerabilities.
This kind of user-generated content does a lot of heavy lifting:
- It helps ease security concerns that might otherwise drive users away from cloud-based password managers
- It reinforces the notion that “smart security people choose 1Password,” a subtle but powerful retention cue
- And it gives 1Password clear evidence that their product and messaging stand apart from key competitors.
The interaction is a great example of how education happens organically in well-moderated brand subreddits. When users raise questions about security concerns or competitor vulnerabilities, other knowledgeable community members often step in to explain and reassure them.
These community discussions provide invaluable competitive intelligence to 1Password’s team. When users explain why they prefer 1Password over alternatives like LastPass, the company gains direct insight into how customers perceive their strengths. This feedback loop helps 1Password continuously refine both their product development priorities and their messaging strategy.
Add Another Dimension to Your Reddit Strategy Today
Building a successful Reddit strategy takes more than occasional drive-by posting. It means consistent community engagement and a willingness to listen as much as you speak.
1Password’s approach shows that there’s additional value in Reddit for B2B brands beyond just in distributing content, and it all starts with establishing lines of connection with your most vocal uses. Keep in mind how they did it:
- Create a professionally structured subreddit that conveys authority and provides immediate value
- Assign dedicated team members to actively engage with users and address their questions
- Use flair systems to organize content and make navigation intuitive for both users and your team
- Leverage Reddit as a direct feedback channel to identify product gaps and prioritize improvements
- Announce product updates directly to your community to close the feedback loop
- Nurture community experts who become product evangelists and provide peer-to-peer education
Ready to build your own Reddit retention strategy?
Connect with the top Reddit agency today to develop a strategy that transforms passive followers into passionate advocates for your brand.
