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LEVERAGING
The Social Media Superpower
Everyone is Afraid Of!
Brent Csutoras
Reddit
Redditor - 2006
Reddit
? 83M - DAUqs
Reddit is Growing… Fast
Reddit
? 83M - DAUqs
? 306M - WAUqs
Reddit is Growing… Fast
Reddit
? 83M - DAUqs
? 306M - WAUqs
? 500M - Users
Reddit is Growing… Fast
Reddit
? 83M - DAUqs
? 306M - WAUqs
? 500M - Users
? 37% YoY Growth
Reddit is Growing… Fast
Reddit
? 83M - DAUqs
? 306M - WAUqs
? 500M - Users
? 37% YoY Growth
? 100,000+ Active Communities
Reddit is Growing… Fast
Reddit
? 83M - DAUqs
? 306M - WAUqs
? 500M - Users
? 37% YoY Growth
? 100,000+ Active Communities
? International Growth (50%
Non-US)
Reddit is Growing… Fast
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Reddit
? Too much content, not enough Answers
Reddit is Solving a Problem
Reddit
? Too much content, not enough Answers
? Increase in low quality content
Reddit is Solving a Problem
Reddit
? Too much content, not enough Answers
? Increase in low quality content
? Article and Reviews not as helpful
Reddit is Solving a Problem
Reddit
? Too much content, not enough Answers
? Increase in low quality content
? Article and Reviews not as helpful
? Searchers have to really search for answers
Reddit is Solving a Problem
Reddit
? Too much content, not enough Answers
? Increase in low quality content
? Article and Reviews not as helpful
? Searchers have to really search for answers
? They are finding those answers on Reddit
Reddit is Solving a Problem
From Subreddit to Search
2022
Google’s Helpful Content Update
Aimed to reward content that
satis?ed the user search experience.
2023
Perplexity Includes Reddit
Allowing searchers to target Reddit
content exclusively with their
queries.
2023
Google’s Hidden Gems Update
Aimed to improve search results by
focusing on content with unique
expertise and experience, including
forums and social media platforms
like Reddit.
Feb 2024
Google’s $60 Million Deal with
Reddit
Will give Google real-time access to
Reddit's content for search results
and help train Google’s future AI
models.
Apr 2024
OpenAI and Reddit Partnership
Allows ChatGPT to surface real time
Reddit content and use that content
for future AI model training.
Reddit
Google Users Love Reddit
? Searchers adding ‘reddit’ to queries
Reddit
Google Users Love Reddit
? Searchers adding ‘reddit’ to queries
? Perplexity adds Reddit only feature
Reddit
Google Users Love Reddit
? Searchers adding ‘reddit’ to queries
? Perplexity adds Reddit only feature
? Increased Reddit content on Google
Poll 1
? Are you or your brand on Reddit today?
– What is Reddit again?
– I don't have an account, but I read it on Reddit
– I have an account, I think
– TL:DR Yup!
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Reddit is Not a Social Media Site
? Content Sharing Platform
Reddit is Not a Social Media Site
? Content Sharing Platform
? User Created Subreddits
– Unique / Independent
Reddit is Not a Social Media Site
? Content Sharing Platform
? User Created Subreddits
– Unique / Independent
? Topic (Not People) Focused
Reddit is Not a Social Media Site
? Content Sharing Platform
? User Created Subreddits
– Unique / Independent
? Topic (Not People) Focused
? Users are Anonymous
Reddit is Not a Social Media Site
? Content Sharing Platform
? User Created Subreddits
– Unique / Independent
? Topic (Not People) Focused
? Users are Anonymous
? Moderators ≠ Admins
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
– Submitting the same content across Reddit
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
– Submitting the same content across Reddit
– Trying to subvert subreddit rules
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
– Submitting the same content across Reddit
– Trying to subvert subreddit rules
– Going against the community tone
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
– Submitting the same content across Reddit
– Trying to subvert subreddit rules
– Going against the community tone
– Posting but not commenting
Don’t Game or Spam Reddit
? What is Spam?
– Submitting unrelated / off-topic posts
– Submitting too much
– Submitting the same content across Reddit
– Trying to subvert subreddit rules
– Going against the community tone
– Posting but not commenting
– Self promotion (9:1)
Don’t Game or Spam Reddit
? What is Spam?
What each subreddit defines spam as…
Spam Prevention Evolving
? AutoMod
Spam Prevention Evolving
? AutoMod
? Contributor Quality Tiers
Spam Prevention Evolving
? AutoMod
? Contributor Quality Tiers
? Ban Evasion Filter
Spam Prevention Evolving
? AutoMod
? Contributor Quality Tiers
? Ban Evasion Filter
? AI Moderation Evolving
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Find Your Passion
? You are knowledgeable
Find Your Passion
? You are knowledgeable
? Have more to add
Find Your Passion
? You are knowledgeable
? Have more to add
? Test out Reddit features
Find Your Passion
? You are knowledgeable
? Have more to add
? Test out Reddit features
? Not focused on ROI
Find Your Passion
? You are knowledgeable
? Have more to add
? Test out Reddit features
? Not focused on ROI
? Build up some Karma
Find Your Passion
? You are knowledgeable
? Have more to add
? Test out Reddit features
? Not focused on ROI
? Build up some Karma
? Age your account
Build Your Karma
? It’s your reputation score
? Upvote / Downvote
? Subreddit limitations
? Identify low restriction subreddits
– Remember your interests
? Do it well, but do it naturally
? Comment on upcoming posts (rising)
Comment First, Submit Later
? Not the focus of attention
Comment First, Submit Later
? Not the focus of attention
? Learn what submissions get engagement
Comment First, Submit Later
? Not the focus of attention
? Learn what submissions get engagement
? Understand community interest / opinions
Comment First, Submit Later
? Not the focus of attention
? Learn what submissions get engagement
? Understand community interest / opinions
? Provide value
Comment First, Submit Later
? Not the focus of attention
? Learn what submissions get engagement
? Understand community interest / opinions
? Provide value
? Be a Person! (even as a company)
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Finding the Right Subreddits
? Search domains: “site:site.com”
Finding the Right Subreddits
? Search domains: “site:site.com”
? Search topics
Finding the Right Subreddits
? Search domains: “site:site.com”
? Search topics
? How active is the subreddit
Finding the Right Subreddits
? Search domains: “site:site.com”
? Search topics
? How active is the subreddit
? Review the subreddit rules
Finding the Right Subreddits
? Search domains: “site:site.com”
? Search topics
? How active is the subreddit
? Review the subreddit rules
? Review the subreddit moderators
Finding the Right Subreddits
? Search domains: “site:site.com”
? Search topics
? How active is the subreddit
? Review the subreddit rules
? Review the subreddit moderators
? Evaluate the tone around your topics / brand
Create Your Own Subreddit
? Topic or Brand Subreddits
Create Your Own Subreddit
? Topic or Brand Subreddits
? Use other channels to inform Redditors
Create Your Own Subreddit
? Topic or Brand Subreddits
? Use other channels to inform Redditors
? Pick the Right moderators
Create Your Own Subreddit
? Topic or Brand Subreddits
? Use other channels to inform Redditors
? Pick the Right moderators
? Don’t neglect Rules / Automod
Create Your Own Subreddit
? Topic or Brand Subreddits
? Use other channels to inform Redditors
? Pick the Right moderators
? Don’t neglect Rules / Automod
? Accept critical comments / posts
Create Your Own Subreddit
? Topic or Brand Subreddits
? Use other channels to inform Redditors
? Pick the Right moderators
? Don’t neglect Rules / Automod
? Accept critical comments / posts
? Be a person!
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The Right Content
? What is most useful to the subreddit
The Right Content
? What is most useful to the subreddit
? What can you add value to
The Right Content
? What is most useful to the subreddit
? What can you add value to
? Existing topic support
The Right Content
? What is most useful to the subreddit
? What can you add value to
? Existing topic support
? TOP > This Year
The Right Content
? What is most useful to the subreddit
? What can you add value to
? Existing topic support
? TOP > This Year
? Review moderator submissions / comments
The Right Content
? What is most useful to the subreddit
? What can you add value to
? Existing topic support
? TOP > This Year
? Review moderator submissions / comments
? Consider your member’s needs
The Right Content
? What is most useful to the subreddit
? What can you add value to
? Existing topic support
? TOP > This Year
? Review moderator submissions / comments
? Consider your member’s needs
? Consider Search / AI impacts outside Reddit
The Right Time
? You want initial engagement
The Right Time
? You want initial engagement
? Logarithm ranking system
– 10 / 100 / 1000
The Right Time
? You want initial engagement
? Logarithm ranking system
– 10 / 100 / 1000
? Time works against your visibility
The Right Time
? You want initial engagement
? Logarithm ranking system
– 10 / 100 / 1000
? Time works against your visibility
? Numerous tools to analyze subreddit
The Right Time
? You want initial engagement
? Logarithm ranking system
– 10 / 100 / 1000
? Time works against your visibility
? Numerous tools to analyze subreddit
? 7am - 9am EST overall
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
After You Post
? Monitor your post
After You Post
? Monitor your post
? Vote on comments
After You Post
? Monitor your post
? Vote on comments
? Respond to comments
After You Post
? Monitor your post
? Vote on comments
? Respond to comments
– Don’t be defensive
After You Post
? Monitor your post
? Vote on comments
? Respond to comments
– Don’t be defensive
– Don’t get carried away
Poll 2
? What would you like most out of Reddit?
– I want to build Brand awareness
– I want to get to influence purchase decisions
– I want to learn about my audience
– I want to engage with my audience on Reddit
– I want to gain visibility in Search / AI Overviews
Reddit Ads
https://www.business.reddit.com/success-stories
Reddit Ads
? Promoted Posts
? Auction Ads
? Managed Campaigns
– $10,000 or more quarterly
– Sensitive categories
? Finance, Recreational Drugs and Tobacco,
Alcohol, Gambling, Political, Health and
Pharma, and Dating
– All takeover campaigns are managed
Reddit Ads
? Promoted Posts
Reddit Ads
? Promoted Posts
? Auction Ads
Reddit Ads
? Promoted Posts
? Auction Ads
? Managed Campaigns (KarmaLab)
– $10,000 or more quarterly
Reddit Ads
? Promoted Posts
? Auction Ads
? Managed Campaigns (KarmaLab)
– $10,000 or more quarterly
– Sensitive categories
? Finance, Recreational Drugs and Tobacco,
Alcohol, Gambling, Political, Health and
Pharma, and Dating
Reddit Ads
? Promoted Posts
? Auction Ads
? Managed Campaigns (KarmaLab)
– $10,000 or more quarterly
– Sensitive categories
? Finance, Recreational Drugs and Tobacco,
Alcohol, Gambling, Political, Health and
Pharma, and Dating
– All takeover campaigns are managed
Reddit Ads
? All your ads should be like posts
Reddit Ads
? All your ads should be like posts
? Consider opening comments
Reddit Ads
? All your ads should be like posts
? Consider opening comments
? Choose your targeting carefully
– Broad / Custom
Reddit Ads
? All your ads should be like posts
? Consider opening comments
? Choose your targeting carefully
– Broad / Custom
? Work with Ads team! (KarmaLab)
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit

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From Subreddits To Search: Maximizing Your Brand's Impact On Reddit

  • 1. LEVERAGING The Social Media Superpower Everyone is Afraid Of! Brent Csutoras
  • 3. Reddit ? 83M - DAUqs Reddit is Growing… Fast
  • 4. Reddit ? 83M - DAUqs ? 306M - WAUqs Reddit is Growing… Fast
  • 5. Reddit ? 83M - DAUqs ? 306M - WAUqs ? 500M - Users Reddit is Growing… Fast
  • 6. Reddit ? 83M - DAUqs ? 306M - WAUqs ? 500M - Users ? 37% YoY Growth Reddit is Growing… Fast
  • 7. Reddit ? 83M - DAUqs ? 306M - WAUqs ? 500M - Users ? 37% YoY Growth ? 100,000+ Active Communities Reddit is Growing… Fast
  • 8. Reddit ? 83M - DAUqs ? 306M - WAUqs ? 500M - Users ? 37% YoY Growth ? 100,000+ Active Communities ? International Growth (50% Non-US) Reddit is Growing… Fast
  • 10. Reddit ? Too much content, not enough Answers Reddit is Solving a Problem
  • 11. Reddit ? Too much content, not enough Answers ? Increase in low quality content Reddit is Solving a Problem
  • 12. Reddit ? Too much content, not enough Answers ? Increase in low quality content ? Article and Reviews not as helpful Reddit is Solving a Problem
  • 13. Reddit ? Too much content, not enough Answers ? Increase in low quality content ? Article and Reviews not as helpful ? Searchers have to really search for answers Reddit is Solving a Problem
  • 14. Reddit ? Too much content, not enough Answers ? Increase in low quality content ? Article and Reviews not as helpful ? Searchers have to really search for answers ? They are finding those answers on Reddit Reddit is Solving a Problem
  • 15. From Subreddit to Search 2022 Google’s Helpful Content Update Aimed to reward content that satis?ed the user search experience. 2023 Perplexity Includes Reddit Allowing searchers to target Reddit content exclusively with their queries. 2023 Google’s Hidden Gems Update Aimed to improve search results by focusing on content with unique expertise and experience, including forums and social media platforms like Reddit. Feb 2024 Google’s $60 Million Deal with Reddit Will give Google real-time access to Reddit's content for search results and help train Google’s future AI models. Apr 2024 OpenAI and Reddit Partnership Allows ChatGPT to surface real time Reddit content and use that content for future AI model training.
  • 16. Reddit Google Users Love Reddit ? Searchers adding ‘reddit’ to queries
  • 17. Reddit Google Users Love Reddit ? Searchers adding ‘reddit’ to queries ? Perplexity adds Reddit only feature
  • 18. Reddit Google Users Love Reddit ? Searchers adding ‘reddit’ to queries ? Perplexity adds Reddit only feature ? Increased Reddit content on Google
  • 19. Poll 1 ? Are you or your brand on Reddit today? – What is Reddit again? – I don't have an account, but I read it on Reddit – I have an account, I think – TL:DR Yup!
  • 21. Reddit is Not a Social Media Site ? Content Sharing Platform
  • 22. Reddit is Not a Social Media Site ? Content Sharing Platform ? User Created Subreddits – Unique / Independent
  • 23. Reddit is Not a Social Media Site ? Content Sharing Platform ? User Created Subreddits – Unique / Independent ? Topic (Not People) Focused
  • 24. Reddit is Not a Social Media Site ? Content Sharing Platform ? User Created Subreddits – Unique / Independent ? Topic (Not People) Focused ? Users are Anonymous
  • 25. Reddit is Not a Social Media Site ? Content Sharing Platform ? User Created Subreddits – Unique / Independent ? Topic (Not People) Focused ? Users are Anonymous ? Moderators ≠ Admins
  • 27. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts
  • 28. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much
  • 29. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit
  • 30. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules
  • 31. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone
  • 32. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone – Posting but not commenting
  • 33. Don’t Game or Spam Reddit ? What is Spam? – Submitting unrelated / off-topic posts – Submitting too much – Submitting the same content across Reddit – Trying to subvert subreddit rules – Going against the community tone – Posting but not commenting – Self promotion (9:1)
  • 34. Don’t Game or Spam Reddit ? What is Spam? What each subreddit defines spam as…
  • 36. Spam Prevention Evolving ? AutoMod ? Contributor Quality Tiers
  • 37. Spam Prevention Evolving ? AutoMod ? Contributor Quality Tiers ? Ban Evasion Filter
  • 38. Spam Prevention Evolving ? AutoMod ? Contributor Quality Tiers ? Ban Evasion Filter ? AI Moderation Evolving
  • 40. Find Your Passion ? You are knowledgeable
  • 41. Find Your Passion ? You are knowledgeable ? Have more to add
  • 42. Find Your Passion ? You are knowledgeable ? Have more to add ? Test out Reddit features
  • 43. Find Your Passion ? You are knowledgeable ? Have more to add ? Test out Reddit features ? Not focused on ROI
  • 44. Find Your Passion ? You are knowledgeable ? Have more to add ? Test out Reddit features ? Not focused on ROI ? Build up some Karma
  • 45. Find Your Passion ? You are knowledgeable ? Have more to add ? Test out Reddit features ? Not focused on ROI ? Build up some Karma ? Age your account
  • 46. Build Your Karma ? It’s your reputation score ? Upvote / Downvote ? Subreddit limitations ? Identify low restriction subreddits – Remember your interests ? Do it well, but do it naturally ? Comment on upcoming posts (rising)
  • 47. Comment First, Submit Later ? Not the focus of attention
  • 48. Comment First, Submit Later ? Not the focus of attention ? Learn what submissions get engagement
  • 49. Comment First, Submit Later ? Not the focus of attention ? Learn what submissions get engagement ? Understand community interest / opinions
  • 50. Comment First, Submit Later ? Not the focus of attention ? Learn what submissions get engagement ? Understand community interest / opinions ? Provide value
  • 51. Comment First, Submit Later ? Not the focus of attention ? Learn what submissions get engagement ? Understand community interest / opinions ? Provide value ? Be a Person! (even as a company)
  • 53. Finding the Right Subreddits ? Search domains: “site:site.com”
  • 54. Finding the Right Subreddits ? Search domains: “site:site.com” ? Search topics
  • 55. Finding the Right Subreddits ? Search domains: “site:site.com” ? Search topics ? How active is the subreddit
  • 56. Finding the Right Subreddits ? Search domains: “site:site.com” ? Search topics ? How active is the subreddit ? Review the subreddit rules
  • 57. Finding the Right Subreddits ? Search domains: “site:site.com” ? Search topics ? How active is the subreddit ? Review the subreddit rules ? Review the subreddit moderators
  • 58. Finding the Right Subreddits ? Search domains: “site:site.com” ? Search topics ? How active is the subreddit ? Review the subreddit rules ? Review the subreddit moderators ? Evaluate the tone around your topics / brand
  • 59. Create Your Own Subreddit ? Topic or Brand Subreddits
  • 60. Create Your Own Subreddit ? Topic or Brand Subreddits ? Use other channels to inform Redditors
  • 61. Create Your Own Subreddit ? Topic or Brand Subreddits ? Use other channels to inform Redditors ? Pick the Right moderators
  • 62. Create Your Own Subreddit ? Topic or Brand Subreddits ? Use other channels to inform Redditors ? Pick the Right moderators ? Don’t neglect Rules / Automod
  • 63. Create Your Own Subreddit ? Topic or Brand Subreddits ? Use other channels to inform Redditors ? Pick the Right moderators ? Don’t neglect Rules / Automod ? Accept critical comments / posts
  • 64. Create Your Own Subreddit ? Topic or Brand Subreddits ? Use other channels to inform Redditors ? Pick the Right moderators ? Don’t neglect Rules / Automod ? Accept critical comments / posts ? Be a person!
  • 66. The Right Content ? What is most useful to the subreddit
  • 67. The Right Content ? What is most useful to the subreddit ? What can you add value to
  • 68. The Right Content ? What is most useful to the subreddit ? What can you add value to ? Existing topic support
  • 69. The Right Content ? What is most useful to the subreddit ? What can you add value to ? Existing topic support ? TOP > This Year
  • 70. The Right Content ? What is most useful to the subreddit ? What can you add value to ? Existing topic support ? TOP > This Year ? Review moderator submissions / comments
  • 71. The Right Content ? What is most useful to the subreddit ? What can you add value to ? Existing topic support ? TOP > This Year ? Review moderator submissions / comments ? Consider your member’s needs
  • 72. The Right Content ? What is most useful to the subreddit ? What can you add value to ? Existing topic support ? TOP > This Year ? Review moderator submissions / comments ? Consider your member’s needs ? Consider Search / AI impacts outside Reddit
  • 73. The Right Time ? You want initial engagement
  • 74. The Right Time ? You want initial engagement ? Logarithm ranking system – 10 / 100 / 1000
  • 75. The Right Time ? You want initial engagement ? Logarithm ranking system – 10 / 100 / 1000 ? Time works against your visibility
  • 76. The Right Time ? You want initial engagement ? Logarithm ranking system – 10 / 100 / 1000 ? Time works against your visibility ? Numerous tools to analyze subreddit
  • 77. The Right Time ? You want initial engagement ? Logarithm ranking system – 10 / 100 / 1000 ? Time works against your visibility ? Numerous tools to analyze subreddit ? 7am - 9am EST overall
  • 79. After You Post ? Monitor your post
  • 80. After You Post ? Monitor your post ? Vote on comments
  • 81. After You Post ? Monitor your post ? Vote on comments ? Respond to comments
  • 82. After You Post ? Monitor your post ? Vote on comments ? Respond to comments – Don’t be defensive
  • 83. After You Post ? Monitor your post ? Vote on comments ? Respond to comments – Don’t be defensive – Don’t get carried away
  • 84. Poll 2 ? What would you like most out of Reddit? – I want to build Brand awareness – I want to get to influence purchase decisions – I want to learn about my audience – I want to engage with my audience on Reddit – I want to gain visibility in Search / AI Overviews
  • 86. Reddit Ads ? Promoted Posts ? Auction Ads ? Managed Campaigns – $10,000 or more quarterly – Sensitive categories ? Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating – All takeover campaigns are managed
  • 88. Reddit Ads ? Promoted Posts ? Auction Ads
  • 89. Reddit Ads ? Promoted Posts ? Auction Ads ? Managed Campaigns (KarmaLab) – $10,000 or more quarterly
  • 90. Reddit Ads ? Promoted Posts ? Auction Ads ? Managed Campaigns (KarmaLab) – $10,000 or more quarterly – Sensitive categories ? Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating
  • 91. Reddit Ads ? Promoted Posts ? Auction Ads ? Managed Campaigns (KarmaLab) – $10,000 or more quarterly – Sensitive categories ? Finance, Recreational Drugs and Tobacco, Alcohol, Gambling, Political, Health and Pharma, and Dating – All takeover campaigns are managed
  • 92. Reddit Ads ? All your ads should be like posts
  • 93. Reddit Ads ? All your ads should be like posts ? Consider opening comments
  • 94. Reddit Ads ? All your ads should be like posts ? Consider opening comments ? Choose your targeting carefully – Broad / Custom
  • 95. Reddit Ads ? All your ads should be like posts ? Consider opening comments ? Choose your targeting carefully – Broad / Custom ? Work with Ads team! (KarmaLab)
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