Reddit published new insights which show that the platform’s communities are increasingly being used to discover new products and validate purchase decisions, underlining the app’s rising value for brand placement.
Reddit’s latest Path to Purchase research study is based on two surveys of around 14,000 respondents in the U.S. and about 6,500 respondents in the U.K. Per the research, half of U.S. shoppers now verify artificial intelligence chatbots product recommendations via Reddit, while in the U.K., more than 1 in 3 shoppers do the same.
AI chatbots have become a key source of referrals for Reddit, with AI chatbots regularly citing Reddit posts and conversations to validate answers, particularly for questions related to products and services.
The data shows that users are finding significant value in Reddit as a resource. The study also found:
- Reddit ranked first among all social platforms in terms of helping people make faster purchase decisions.
- People on Reddit are more likely to trust Reddit to verify AI recommendations than they are to trust family or friends.
- Half of Reddit users say they come looking for the honest truth about a product, brand or service that AI can’t provide.
- More than 1 in 5 shoppers now include Reddit directly in their search queries to find human perspective for their answers.
In addition, the data indicates that half of Reddit users believe the platform regularly helps them discover something new.
“The clearest takeaway in the research is that Reddit is not just a place for discovery, or more information,” Reddit said. “It’s a place people visit for better information: community-vetted perspective, real experience, and a sense of whether a recommendation holds up.”
The data underlines the rising value of Reddit as a consideration for marketers, with Reddit ad placements potentially helping to reach consumers at a key point in the path to purchase.
Brand or influencer engagement within relevant subreddit communities can also be a valuable driver of awareness, which could also provide a key connector for promotions.
