MAGNA: The Real Reddit

To better reach audiences, advertisers are upping their content creation game while also prioritizing brand safety and suitability. In an increasingly noisy, fragmented, and fast-moving environment, brands are hungry for strategic media investments that cut through the clutter, build lasting relationships, and ultimately convert into business opportunities.

New research aims to unlock Reddit's true potential, revealing the mindset and behavior of Reddit users while examining the inner workings and impact of the platform's community policies. At a time when audiences and advertisers are competing with artificial intelligence and manipulated media, the findings highlight how brands can build trust with consumers by addressing the "who," "what," "why," and "how."

Turn up the volume: Many people today prefer to be in an echo chamber, whether the surround sound is fact, fiction, or something else entirely. This is where Reddit users often buck the trend. Advertisers seeking unfiltered feedback on their products or services, or finding true brand advocates, can take advantage of Reddit users’ willingness to share their authentic opinions while remaining open to different viewpoints.

Here are the top three reasons why users prefer Reddit over other social media platforms:

• Learning new things (63%)
• Listening to different viewpoints and opinions (59%)
• Get different options (59%)

Open-mindedness and trust drive consumption: Learning Redditors are naturally more receptive to advertising and have higher engagement (+54%). Brands can effectively reach this audience by creating excellent content that appeals to their tastes. If a brand can bring entertainment, knowledge and real value, they will click more often (70%). Brands with the right strategy can convert and capitalize on these clicks, as 52% of Redditors say they often or sometimes buy their products after seeing an ad on the platform.

Get it all out there: Is there a burning real-life question you’re too embarrassed to ask? 85% of Reddit users say they come to Reddit when they can have candid conversations with each other and brands. Additionally, the platform’s privacy-first foundation makes users feel safe sharing their authentic opinions (86%) and believe content on the platform is more trustworthy than on other platforms (74%).

The popularity of AMA (Ask Me Anything) sessions is proof that brands feel more respected (77%), improve their authenticity (63%), and gain more favorability (58%) when engaging directly with their audience.

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