This could be a valuable addition.
Reddit has announced a new community insights element, which will enable you to dig into Reddit conversation trends around different topics, so you can get a better understanding of what’s being said about your brand and/or niche.
Building on the insights already available in Reddit Pro, which Reddit launched last year, Reddit’s new AI-powered data tools are powered by what it’s calling “Reddit Community Intelligence,” which, effectively, is Reddit’s own data product.
As explained by Reddit:
“Reddit Community Intelligence™ is the collective knowledge from the billions of human conversations across Reddit. This engine powers products and insights that no other platform can deliver, turning Reddit’s 22+ billion posts and comments into structured intelligence for smarter marketing decisions.”
Reddit’s refined and improved its dataset, providing a new way to access this collective knowledge. And with the updated Reddit Insights, you can now explore Reddit trends in different ways.
As you can see in the above image, in this updated platform, you can now search Reddit data based on four query types:
- Explore Anything – Search for mentions of specific keyword, with region and date range options
- Compare Anything – Lets you dig deeper into a trend, by cross-matching that with potentially related search terms to find increasingly relevant discussions
- Understand a Cultural Moment – Provides conversation data on major events and seasonal discussions
- Map a Purchase Journey – Looks at how Reddit users are referring to subreddit conversations within their product search
You can imagine the value here. There’s a broad range of ways in which this could be valuable insight, using Reddit’s human-centered, active discussion groups to find more relevant conversations and notes to help inform your marketing approach.
Reddit Insights will provide you with AI-generated topic summaries for your main search term/s, which you can tap through on for more post examples and context.
While there’s also data on the top communities discussing each topic, which you can also tap through on for more info.
Again, there’s a heap of potential here. And with Reddit playing a bigger role in product discovery, as consumers seek out real experience notes and pointers (not AI-generated reviews on product pages), this could play a key role in your brand and product research, helping to drive your marketing outreach.
Reddit’s also testing out “Conversation Summary Add-ons” for ads, which will point ad viewers to relevant subreddit discussions to find out more about a product.
As you can see in this example, the new ad option will include links to “positive content from Reddit users” directly below your ad creative.
“Conversation Summary Add-ons append real user posts and concise feature summaries below advertiser creative, delivering built-in social proof, driving stronger performance and helping consumers make decisions faster.”
Which could be risky. For example, what if Reddit’s systems don’t get that positive aspect right, and the conversations highlighted are less than flattering. If there’s broader negative discussion about your product in the app, that would likely raise the risk in this respect, though clearly, Reddit’s ad team is confident that only positive discussion will be highlighted in these links.
And that can drive broader branding and relatability benefits:
“Our early tests have shown that Conversation Summary Add-Ons resulted in a +19% higher clickthrough rate (CTR) than standard image ads, boosted ad relevance, and fostered deeper connections between brands and communities.”
I’d probably want to see some other brands try them out first, but it could be another way to better integrate Reddit ads, by aligning with user posts and discussion.
Either way, both are interesting considerations, with the added research tools providing a range of potential benefits for marketers.
Reddit says that both options are now in limited testing, ahead of a broader release in the near future.
