Primarily based on interviews with over 2,000 social media customers, Reddit sought to learn how individuals are utilizing social media to attach, and the position that Reddit, particularly, performs in facilitating group engagement.

Which additionally factors to alternatives for manufacturers, by tapping into these key notes in alignment along with your marketing campaign approaches.

You’ll be able to obtain Reddit’s full, 13-page ‘Discover Your Folks’ report right here, however on this submit, we’ll take a look at among the key notes.

First off, Reddit says that its platform is ‘synonymous with group’, and outperforms all different apps in the important thing points of community-building and engagement.

As per Reddit:

“Our contributors agree that Fb, Instagram, Twitter, and TikTok lack each a robust sense of belonging and emotional safety (Want Achievement). And whereas Pinterest and Snapchat do supply some emotional safety, customers don’t really feel a way of belonging to a group (Membership).”

That makes some sense. Reddit hosts over 100,000 lively, engaged communities, specializing in a variety of matters, and if you happen to’re in search of probably the most passionate followers on a topic, you’re more likely to discover them inside these subreddit teams.

Reddit additionally helps to facilitate optimistic engagement by group traits, whereas the up and downvote course of, which is seen as a dangerous method by different platforms, truly helps the Reddit group to weed out troublemakers and trolls, by lowering publicity for extra divisive opinions. That’s versus algorithmic amplification of such to maximise engagement – no matter that ‘engagement’ is likely to be.

And since subreddit posts and feedback are community-moderated en masse, versus being hidden by automated programs or inside restrictions, the choices on such replicate the consensus of every group, which helps to determine agreed norms and behaviors in every.

The report additionally means that customers see Reddit as ‘extra additive, not addictive’.

“For our research, we requested half of the contributors to cease utilizing Reddit for 3 days. With out entry to the communities they look ahead to partaking with, customers reported feeling remoted from their communities and out of the loop. They questioned what they’re lacking out on, as a result of Reddit is a vital a part of their routine and the place they flip to remain knowledgeable.”

In conclusion on this aspect, Reddit says that the platform was discovered, total, to have a optimistic affect on customers’ psychological well-being, by fostering a spirit of inclusion and group, versus extra addictive, dangerous traits.

Reddit additionally notes that its lack of reliance on algorithmic amplification, in favor of human moderation and suggestions, democratizes entry.

“Whereas what you see on most platforms is exclusive to your algorithm, on Reddit everybody sees the identical content material inside the subreddits they’re part of, in addition to the favored web page. As a result of all redditors have the identical entry to content material, it minimizes the social media silos that are inclined to change into echo chambers.”

That, arguably, ensures that Redditiors are uncovered to extra opinions and information factors, which may assist to offer a extra rounded perspective on key traits. And with the group voting on an important angles and parts – once more, versus an algorithm looking for to spice up the attain of the posts that spark probably the most responses, no matter they might be – which will additionally assist to showcase an important points of latest tales and traits, which may change opinions relative to person consensus.

And regardless of its repute as being hostile to model approaches, Reddit customers are literally open to manufacturers collaborating in subreddit dialogue:

“Reddit customers welcome manufacturers into their communities. The truth is, redditors need manufacturers to actively take part of their communities and work together with them immediately, providing manufacturers the chance to cross the bridge from “outdoors advertiser,” to “members of the Reddit group,” and make extra significant connections with their viewers.”

That probably pertains to key discussions round merchandise, with the direct insights from the creators themselves serving to to boost the dialogue. Which may additionally go the opposite approach, with adverse dialogue about, say, a selected product solely more likely to worsen if the model can’t present sufficient solutions to redditor queries.

However the suggestions, total, exhibits that manufacturers can profit from being a part of these engaged Reddit teams, in the event that they method such in the correct approach.

It’s an attention-grabbing overview of how individuals view Reddit engagement, and the significance of the platform for its 50 million-plus each day lively customers. Which is nowhere close to the utilization of Fb or Instagram, however in some ways, Reddit is best at fostering actual group, and real engagement, with a deal with democratizing the dialogue, and the important thing focus factors, versus utilizing algorithms purely to maximise utilization.

Which is a key word, and if you’re in search of new methods to broaden your digital presence in 2023, it might be price investing a while in Reddit communities, to see what’s being stated about your model and area of interest – whereas additionally noting the place you could possibly contribute.

You’ll be able to obtain the total ‘Discover Your Folks’ report right here (with e-mail sign-up)