MAGNA Media Trials newest research shapes toolkits for advertisers to connect more effectively with communities on Reddit
NEW YORK, NY, NOVEMBER 13, 2024 – To better reach their audiences, advertisers are elevating their content creation game while also keeping brand safety and suitability priorities top-of-mind. In an increasingly noisy, fragmented, and rapidly evolving landscape, brands are hungry for strategic media investments that cut through the clutter, build lasting relationships, and ultimately convert to commerce opportunities. MAGNA Media Trials peels back the curtain on data-backed solutions for how advertisers on the social platform Reddit can do just this.
The new study called “Reddit for Real: Unlocking the True Potential of Reddit for Brands” sheds light on the mindsets and behaviors of redditors while examining the inner workings and impact of the platform’s community policies. And at a time when audiences and advertisers alike are contending with AI and manipulated media, the results highlight how brands can build trust with consumers by addressing the who, what, why, and how.
Turn Up the Volume: These days many people prefer to exist in an echo chamber, regardless of whether the surround sound is pumping out fact or fiction or something else entirely. Yet this is where redditors often go against the trend. Advertisers seeking unfiltered feedback on their products or services, or looking for genuine brand advocates, can tap into redditors’ willingness to share authentic opinions while remaining open to differing perspectives.
Top 3 reasons why users prefer to turn to Reddit compared to other social media platforms:
- learn new things (63%)
- hear about different perspectives and opinions (59%)
- get different options (59%)
Open Minds & Trust Drive Spending: Learning-oriented redditors are naturally more receptive to ads and have higher rates of engagement (+54%). Brands can effectively court this audience by creating great content that aligns with their tastes. They’ll click more often (70%) if brands bring something entertaining, informative, and provide real value. Brands with the right strategy can convert and leverage those clicks, as 52% of redditors indicated they frequently, often, or sometimes purchase a product they saw advertised on the platform.
Spill It All Here: Ever have a burning question that you’re too embarrassed to ask IRL? 85% of redditors say they’re here for it and love/like it when they have candid exchanges with both each other and brands. Plus, the platform’s privacy-first foundation is a core reason users feel safe sharing their true opinions (86%) and perceive the content on the platform as more trustworthy (74%) than elsewhere. Redditors can share as much or as little as they’d like about themselves, and still find what they’re looking for.
The popular AMA (Ask Me Anything) sessions are a proof point for this, where brands become more respected (77%), increase their perception of authenticity (63%), and drive favorability (58%) when they directly interact with their audience.
“It’s always a treat when the research findings challenge some of our initial hypotheses, as we strive to help advertisers build more informed, effective strategies,” commented Kara Manatt, EVP, Intelligence Solutions, MAGNA. “We identified where Reddit users lean forward on content and uncovered a few surprising preferences. This audience is actively co-creating an authentic, safer, and more respectful community to engage with each other and with brands who show up in the right way.”
Key Takeaways:
- It’s essential for brands to engage with their audience where they’re at as redditors value when a brand seizes every opportunity to learn and engage; just like they do.
- To quote a survey respondent, “Be human first and then a brand.” Redditors relish the chance to participate actively in conversations with brands, e.g., posts, votes, etc. In fact, 80% of those surveyed even like to read a brand’s Reddit posts on controversial topics, highlighting how brands can go beyond ads to build meaningful connection and understanding.
- Maintain respectful and professional boundaries. Brands shouldn’t swear nor use foul language, which respondents (68%) find inappropriate.
“This research highlights the power of the authentic conversations happening on Reddit that drive meaningful brand connections every day,” said Alex Underwood, Global Head of Agency Development. “In today’s marketing landscape, where trust and authenticity are paramount, brands that engage directly with redditors not only gain unique insights but also foster long-term loyalty and advocacy—key drivers of sustainable brand growth.”
There is tremendous momentum in advertising spending this year as the macroeconomic outlook improves. According to MAGNA’s latest ad forecast, brands are investing much of those dollars with digital pure players like social platforms. Whether it’s misinformation avoidance or carving out share of voice amidst the influx of advertisers spending on cyclical events like elections and sports, brands can and should tap every resource in their toolkit to make strategic media investments that align with their goals and mitigate wasted ad dollars.
To read the full study, please click here to access it on the MAGNA website.
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About MAGNA
MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.
About Reddit
Reddit is a community of communities where people can dive into anything through experiences built around their interests, hobbies, and passions. Our mission is to bring community, belonging, and empowerment to everyone in the world. Reddit users submit, vote, and comment on content, stories, and discussions about the topics they care about the most. From pets to parenting, there’s a community for everybody on Reddit and with over 50 million daily active uniques, it is home to the most open and authentic conversations on the internet.
For more information, visit redditinc.com.
Media Contacts:
Suzette Meade
IPG Mediabrands / MAGNA
[email protected]
Jazmin Brooks
IPG Mediabrands / MAGNA
[email protected]
