Reddit Insights Panel 2024
Beyond the Spike: How Reddit’s Always-on Communities Are the Antidote to Hype (and What That Means for Your Media Mix)
Hype culture is eroding consumer trust.
From AI solutions to 9-step skincare routines, consumers are increasingly cynical about the latest brand or product the algorithm is telling them to buy. And it’s slowing down the purchase journey.Â
On Reddit, there is no hype, and there are no trends. There are just always-on communities – a constant hum of informed dialogue – on everything from memes to mayo to motherhood – that exist at odds with the peaks and valleys of chatter on other platforms. Content doesn’t need to blow up to break through the algorithm here, making the information found here more credible.
It’s why news outlets cite redditors more than ever – and why people turn to Reddit’s communities for product research. In a landscape of paid influencer reviews and sponsored search results, people are increasingly choosing Reddit to find answers they can believe in and make decisions from.Â
As a result, we see Reddit adding value across the media mix to improve the efficiency of advertiser’s cross channel investments and augment the way consumers interact with search.
In this session, you will:Â
• Understand why Reddit is the most trustworthy place on the internet for product research.
• See an overview of how valuable searchable content is over time, proving the asynchronous nature of Reddit content that a post from 2 or 5 years ago is still valuable.
• See client examples of how paid search and Reddit keyword targeting have expanded campaign impact.
• Explore how Reddit can augment other media in market to drive oversized impact
• Understand the TL;DR: "Reddit, community, and conversations are the key to contextual marketing."
Will Cady is on a mission to turn curiosity into understanding. As Reddit’s Global Brand Ambassador, his job is to communicate the power of Reddit’s communities to bridge the gap between people and drive the trends that keep culture interesting.
Prior to taking on the ambassador role, Will launched, hired, and managed KarmaLab, Reddit’s multi-award-winning global creative strategy team after launching Reddit’s Los Angeles brand partnerships office. As a leader, Will taps years of experience architecting revenue-driving programs that connect brands with fast-growing pockets of music, art, and experience just as they reach their tipping points. Will’s work as a brand and creative strategist covers a majority of Fortune 100 brands.Â
He is a graduate of Berklee College of Music, recipient of an Emmy Award (New England Regional) for Best Musical Composition/Arrangement, and has been featured as a member of the 2020 AdWeek Top 50 for Tech, Media, and Marketing. His original music has amassed ~2M+ streams on Spotify and counting. Will’s debut book will be released in October of 2023 with a focus on examining where creativity comes from.
In all areas, Will endeavors to speak thoughtfully, listen deeply, and build on the resonance in between.
Andrew Dawson is Brandwatch's Industry Principal and CX Head of their Social Network Practice. He is tasked with helming relationships with Meta, Twitter, Reddit, Tumblr and TikTok. Leading the global social network practice group, he holds a reputable position as a respected leader in crisis communications and digital communications. Prior to joining Brandwatch Andrew was an ensemble member of a social intelligence team at Publicis for nearly half a decade. His work has spanned a diverse array of clients such as the Saudi Royal Family, Walmart, and Tic Tac.
Outside of work, Andrew is an active member of the Columbia University community, recently completing his masters in strategic communications.
