How can you participate in Reddit threads as a brand? 

In a recent AirOps webinar, Connor Beaulieu (Senior SEO Manager at LegalZoom) joined Josh Spilker from AirOps to share how the LegalZoom team transformed their Reddit engagement strategy.

Connor broke down the AirOps Reddit engagement workflows that now power LegalZoom's approach, and gave practical insights for content and SEO teams looking to scale their community presence.

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Top 5 Takeaways

1. AirOps workflows dramatically reduce Reddit engagement time
   LegalZoom cut Reddit response workflows from 48 hours and five people to under 30 minutes and two people.
2. Human review remains essential for AI-generated content
   Every Reddit response is reviewed by community managers and legal experts before posting for a thorough human review for AI-generated content.
3. Custom AI workflows enable scalable, authentic brand engagement
   Tailored workflows help LegalZoom engage authentically and efficiently in relevant subreddits.
4. Listening to Reddit unlocks high-impact content opportunities
   It will reveal timely topics and pain points to guide both Reddit and website content strategies.
5. Automation should target small, painful problems first
   Starting with simple, high-friction tasks builds internal buy-in and shows the value of AI automation.

Best Practices and Key Learnings

Here's how you can apply these strategies to your own content and community.

Speed up engagement with workflow automation

AI workflows can cut manual effort and response times, making it easier to join conversations while they're still relevant.

• Identify time-consuming bottlenecks in your engagement process and automate the repetitive steps.
• Use AI to draft responses, but always have a human review for accuracy and tone.

"This takes… two people, one and a half people, and 30 minutes, at most." — Connor Beaulieu

Keep human oversight at the center

Even the best AI outputs need human review, especially in regulated industries or public forums.

• Require community managers and legal experts to review every AI-generated response before posting.
• Build compliance and brand voice checks into your workflow to avoid missteps.
• Document clear guidelines for when and how to escalate questions that need deeper review.

"We never post anything to prod that is AI-generated, right? The stakes are too high." — Connor Beaulieu

Create content for each platform

Repurposing long-form content is not enough. Platform-native formats matter.

• Shorten and restructure articles to match Reddit's punchy, conversational style.
• Use internal performance data and active listening to pick topics that resonate.
• Plan content in bulk, but always leave room to pivot as new trends emerge.

"You need it to be shorter, punchier, more to the point, the structure needs to be different." — Connor Beaulieu

Use active listening to drive your content strategy

Listening to subreddit conversations surfaces real audience needs and timely topics.

• Scrape and analyze top subreddit posts to spot trending questions and pain points.
• Synthesize these insights into actionable content briefs for both Reddit and your website.
• Apply similar workflows to other forums or SERP research to broaden your reach.

Start small and build internal trust

Automation works best when it solves real, everyday problems—not just big, abstract ones.

• Target small, high-friction tasks first to show value and get buy-in.
• Demonstrate quick wins to build confidence in automation across teams.
• Scale up once you've proven the process works and delivers results.

How to put these insights into practice

LegalZoom's experience shows that combining AI workflows with human oversight can dramatically increase both speed and quality of engagement. To make these strategies work for your team, start by mapping out your current bottlenecks and identifying where automation can have the biggest impact. Build custom workflows that fit your compliance needs, and always keep a human in the loop for final review. Over time, use data from your community efforts to refine your approach and expand to new channels.

Build smarter, faster engagement with AirOps

LegalZoom's story shows what's possible when brands pair automation with thoughtful strategy and human expertise. By starting with small wins and scaling up, you can unlock new opportunities for brand growth and customer trust.

Want to see how AirOps helps teams do exactly that? Book a call to get started.

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