This suggests an increasing preference for community-driven recommendations over more traditional forms of advertising.
Reddit’s Reach Compared to Influencers
The study claims that Reddit’s reach is comparable to, or in some cases greater than, traditional influencer marketing:
82 Reddit recommendation posts reportedly reach the same audience as an article on an endemic review site.
Six Reddit posts are said to match the reach of an Instagram influencer with 100,000 followers.
Eight Reddit posts equal the reach of a TikTok influencer with the same follower count.
Given that an estimated 25% of Reddit posts are recommendation-related, the platform’s potential for scale is significant.
For example, over 25,000 recommendation posts were recorded in the beauty category alone in December.
Balancing Reddit’s Claims
While Reddit’s findings highlight the platform’s potential as a discovery and recommendation tool, it’s important to view these claims in the context of the study’s source.
As a platform promoting itself as a solution to consumer frustrations, Reddit is interested in positively presenting its influence.
That said, the data does align with broader industry trends, showing a growing demand for authentic, peer-driven recommendations.
Consumers increasingly prioritize trust and personalization in their decision-making processes, and platforms like Reddit offer a space for this type of engagement.
Looking Ahead
Reddit’s research shows how consumer behavior is changing. Consumers increasingly value personalized recommendations from their communities over traditional discovery methods.
This shift could change how brands interact with consumers. Right now, Reddit’s statement that “conversation is the new influencer” highlights an important trend to watch.
Methodology
The study surveyed 1,000 social media users across seven key product verticals—laptops, TVs, cars, refrigerators, credit cards, makeup, and movie tickets—totaling 7,000 respondents.
Participants were asked to evaluate various recommendation sources, including Reddit posts, influencer-sponsored content, expert reviews, and branded ads.
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