A recent study from Reddit shows that many people are frustrated with traditional search engines and ads, pushing them to seek product recommendations on community platforms.
The study found that 47% of social media users find “irrelevant search terms” particularly annoying during online product research. This frustration drives users to Reddit, where they can engage in discussions and receive personalized advice.
These findings suggest Reddit plays an increasingly important role in consumer decision-making.
Consumer Frustrations With Search
The study suggests there’s a growing gap between what users expect from search engines and what they deliver.
Almost half (47%) of the users surveyed were unhappy with search engines because they couldn’t find relevant, helpful answers during product research.
As a result, many users are turning to Reddit for better, context-specific recommendations.
71% of respondents said that Reddit is the best social media platform for finding quick and specific answers to their questions.
Reddit’s Role in the Purchase Journey
Reddit’s research shows how important the platform is in the buying process, from discovering products to making decisions.
The study finds that ads on Reddit help create more conversations about brands, which increases their visibility.
For every 1,000 ad impressions on Reddit, advertisers get about two organic posts, averaging 3,500 views.
The study also reveals that 23% of recommendation posts on Reddit lead to “redirection.” This means users start considering brands they had not thought about before.
These redirections usually occur when users ask for help, such as when they want advice on products that better suit their needs.
Reddit vs. Other Recommendation Sources
One of the study’s more striking claims is that Reddit recommendations are more trusted than many other forms of advice.
According to the findings, 42% of social media users value Reddit recommendations over other sources, including influencer-sponsored posts, branded ads, and even some expert reviews.
While Reddit recommendations ranked slightly below expert review sites (+17%) and consumer review sites (+15%) in terms of influence, they reportedly outperformed social media ads and influencer posts.