2020 has been a year like no other. During the early stages of the pandemic, user behavior on Reddit shifted from fear and information-gathering into “settling in” to a new normal at home. We witnessed social justice being discussed and documented within our communities. And as the country went through one of the most divisive elections of recent times, Reddit provided a space for honest conversation and discourse.
Amid all of this change, the conversations, connection and companionship happening in online communities have emerged as a reflection and indicator of real-world sentiment.
Online communities were made for this moment
Engagement with online community sites has been growing steadily over the past few years: 76% of global internet users now interact with online community sites regularly. At Reddit, we know that online community is on the rise and has been for some time. But this year has seen a significant increase in people turning to online communities for information, belonging, comfort and much-needed distraction at a time of unprecedented physical disconnection.
In turn, these communities provide valuable information in times of uncertainty. They are quick to respond to peoples’ needs and provide positive emotional support via digital interaction. At a time when these things are so sorely craved, but seldom found in real life, online community has proven its worth in a whole new way.
It’s hardly a surprise that brands grappling with how best to connect with audiences in respectful and impactful ways also are flocking to online communities. The relationship between brands and customers has evolved in recent years as consumers crave more authentic, intimate and meaningful interactions. There are also heightened expectations of brands to care about more than simply selling products. This is amplified by a decline in trust of social media and influencers. People still want to express who they are online, but they want to do so in a more meaningful, communal way.
Online communities are filling this void and have become synonymous with trust, authenticity and some of the most genuine interactions in the digital space. And brands are welcome in these spaces. In fact, 82% of online community site users say they would be receptive to brand participation in their communities. It is one of the few places consumers look forward to brands being functioning members, contributing and providing value. Engaging in online communities drives brand love, trust and action.
Consumers are evolving and so are their purchase journeys
Reddit has a highly engaged, passionate audience, and we recently partnered with Verto Analytics to quantify how Reddit can influence the consumer purchase journey. Verto analyzed nearly 1,500 online journeys for actively researched products like computers, cell phones, streaming and smart devices, game systems, and more. They found that consumers who use Reddit are more informed, make faster, higher-value purchases and ultimately become stronger brand advocates.
Compared to other social platforms, Reddit purchase journeys deliver:
- More informed consumers: Reddit users spend more of their journey actively researching and evaluate 2x the number of brands during 4x as many research sessions in some stages.
- More confident purchasers: Informed and confident in their decision, Reddit users make their final purchase decision 9x faster and spend 15% more dollars.
- Stronger brand advocacy: Reddit users have a 12% higher NPS post-purchase and are 13% more likely to have talked positively about the brand on and offline.
Reddit was identified as a go-to source for deep category knowledge and product comparisons, and an optimal opportunity for brands to gain exposure to passionate consumers.
And why is this? Reddit communities are made up of users who seek to be informed by conversations they trust. The No. 1 reason users come to the platform is to be informed, via in-depth conversations from those who care most about a topic. Instead of aimlessly scrolling, they’re actively seeking the insights and opinions of their trusted communities as they discuss the experiences they’ve had, the products they’ve tried and purchased, and the services they care about in open and honest conversations. Over 86% of internet users trust Reddit and its communities when it comes to learning about new products and brands—more than any other social platform.
As we all work together to navigate the rest of 2020 and head into 2021, online communities have emerged as the place for true connection, belonging and authentic conversations. At Reddit, we’re proud to offer a place for people to find community and for brands to exist alongside, and we’re just getting started uncovering the impact these audiences bring to belonging, influence and culture.
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As the global head of marketing sciences, Jack Koch leads initiatives that demonstrate the power, behaviors and performance of Reddit’s platform. Jack and his team analyze and surface the billions of Reddit posts, comments and upvotes to provide business-critical learnings that help brands make smarter business decisions.
