Luckily, Prestige Marketing has developed a Reddit marketing field guide—a cheat sheet in infographic form. Among other insights, it identifies the most common Reddit user as young (18-24), college educated (55 percent), and “skeptical.”

It also unlocks the mystery of “upvoting” (stuff that’s awesome) and “downvoting” (blatant advertising). So it’s up to you not to try to be clever but to actually be clever.

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