真正的Reddit -释放REDDIT对品牌的真正潜力 UNLOCKING THE TRUE POTENTIAL OF REDDIT FOR BRANDS

FOR

REDDIT

REAL

UNLOCKINGTHETRUEPOTENTIALOFREDDITFORBRANDS

feedback

Redditisasocialmedia

platformunlikeanyother

So,howcanbrandstapintotheunique

opportunitiesavailableonReddit,whilemanaging

to“KeepitReal”?

Topics

r/popular

2

Explorewhatredditorsexpect

frombrandsontheplatform

Uncoverhowbrandscanembrace

Reddit’sdistinctiveenvironment

effectively

3

qual()

What:4focusgroups··

1houreach

Who:Redditusers,n=20

Amixofgenerations&gender

Our

Methods

quant()

What:Onlinesurvey

Who:

Redditusers,n=800

Amixof

generations&gender

4

The

MOTIVE

KNOWLEDGE

5

Redditisthedominantplatformfora

lean-forwardlearningenvironment

Redditvs.OtherSocialMedia-%Selected

Learningnewthingsandexpandingmyknowledge

63%17%19%

17%

59%24%

Gettingdifferentoptionsfromotherpeoplebeforeadecision

Hearingaboutdifferentperspectivesandopinions

59%23%18%

PreferonReddit

Preferothers

Both

Overallsample,n=800

Q:Nowwe’dlikeyoutothinkspecificallyaboutRedditandhowitcomparestoothersocialmediaQ:AnyotherreasonsyouuseRedditthatyou'dliketoshare?

6

“Learningabouttopicsthat

interestmeisthenumberone

reasonthatIuseReddit.”

“Redditisjustaninteresting

socialmediaalternative.I

enjoyreadingandlearning

differentpointofviewsand

differentinformationabout

certainbrandsortopics.”

Redditorsarelooking

forrealconnections

Theywantdeep,truthfuldiscussionswithotherredditors,brandsincluded

BrandsinteractingonReddit

%Stronglyagreeoragree

74%

Ilikewhenbrandshave

conversationswithpeopleonReddit

Overallsample,n=800

Q:WhatisyouropinionaboutbrandsinteractingonReddit?Q:Whatdoyouthinkabouteachofthefollowing?

MfGNA+reddit

In-depthdiscussions

87%LikeorlovethisonReddit

Candidexchangesbetweenredditors

LikeorlovethisonReddit

85%

7

Createadsthatalign

withthelean-forwardmindset

Topdriversofadinteractionsatisfythedesiresofredditors

“Ilikeseeingads/suggestions

about

products/services/topicsthat

arerelatedtomyinterests.”

Thead_________.

Reasonsredditorsclickonads-%Selected

<

Netscoreof:

+54%

Higheradengagement

Isentertaining

Offers

somethingof

valueinreturn*

70%

Isinformative

16%

Isedgy

M/GNA

+reddit

*Valueofreturn(e.g.,discount)Overallsample,n=800

Q:Whataresomereasonsyou'dclickonanadthatappearsinReddit?

8

Lean-forwardmindsettranslatesintorealworld

actionbeyondtheclick

I________aproduct.

ActionstakenasaresultofseeinganadonReddit-%Frequently,oftenoroccasionally

70%

Research

52%

Purchase

M/GNA

+reddit

Overallsample,n=800

Q:ThinkingabouthowyouinteractwithbrandsonReddit,howoftendoyou...

9

Key

finding

Thelearningand

considerationmindseton

Redditcreatesunique

opportunitiesforbrand

engagement

Brandsshouldfocusoncreatinginformative

andentertainingadsthatalignwithredditors’

thirstforknowledge

10

UNLOCKING

AUTHENTICITY

Otherplatforms:Discord,Facebook,Instagram,Pinterest,Snapchat,TikTok,Twitch,X

“Ifindittobeabetter

experience…inthat

peoplearegenuine-not

tryingtojustblastothers

fornoreason.”

Reddit’sculturecelebrates

“Ilikethe

honestyand

realopinions.”

authenticity&honestydistinctlymorethanotherplatforms

PerceptionsofRedditvs.othersocialmedia

-%Selected

Honest

Authentic

57%

Reddit

60%

Reddit

19%

AvgofOtherPlatforms

24%

AvgofOtherPlatforms

MfGNA+reddit

Overallsample,n=800

Q:Howwouldyoudescribetheoverallculturefoundonthefollowingplatforms,evenifyoudon'tusetheplatform?Q:AnyotherreasonsyouuseRedditthatyou'dliketoshare?

12

Reddit’suniqueanonymityisthe

foundationforhonest&authenticinteractions

Anonymity_______.

ImpactofanonymouspostingonReddit-%StronglyAgreeorAgree

86%

Helpsmefeelmoreopentosharingmytrueopinion

81%

Makestheexchangesfeelmoregenuine

74%

Allowsthecontenttobemoretrustworthythanotherplatforms

Overallsample,n=800

Q:OnethingthatRedditisknownforisofferinguserstopostanonymously.Howdoesthisimpactyourexperience,goodorbad,onReddit?

13

"I'dsayit'salotlikehavinga

friendwho'sastranger,just

beinghonestwithyou.Sincethe

anonymityisthere,when

someonepostssomething,it's

reallywhattheythinkandthat,

that'sengagingtome.Justthe

honestyofit.“

Anonymityalsocultivates

strongerbrandconnections

ImpactofanonymouspostingonReddit

-%StronglyAgreeorAgree

74%

Allowsmoremeaningfulconversationswithbrands

Overallsample,n=800

MfGNA+reddit

Q:OnethingthatRedditisknownforisofferinguserstopostanonymously.Howdoesthisimpactyourexperience,goodorbad,onReddit?

Q:IfyousawabrandonRedditbeingauthentic,whatwouldyouthinkaboutthebrand?Wouldyoubemorelikelytobuyfromthemovertheircompetitors?Whyorwhynot?

“Youcankindofbemoreout

thereandbemorehonest

abouthowyoufeelbecause

yeah,it's,it's,it'smore

anonymous.Thatis,that'sa

bigthingtoit.”

14

“Ifthereisabrandbeing

authentictomethatisbeing

honest/truthfulaboutthe

product.Justlikehumansthat

areauthentic.Idefinitelylean

towardsbrandsthatgiveyou

everyopportunitytoknow

thegoodandbad.”

“IloveReddititspeopletellingthetruth.”

Meaningfulconversationsmeanyou

maynotalwaysagree

Redditorscraveanauthenticconnectionwithbrands,evenwhenopinionsareatodds

OpinionofbrandinteractiononReddit–

%StronglyAgreeorAgree

82%

IlikewhenbrandstellthetruthonReddit,evenifIdon’tlikeoragreewiththeirstance

Overallsample,n=800

15

Q:WhatisyouropinionaboutbrandsinteractingonReddit?Q:AnyotherreasonsyouuseRedditthatyou'dliketoshare?

Q:IfyousawabrandonRedditbeingauthentic,whatwouldyouthinkaboutthebrand?Wouldyoubemorelikelytobuyfromthemovertheircompetitors?Whyorwhynot?

Whyorwhynot?

Authenticitymatters

Nealytwothirdsofredditorsaremorelikelytobuyfrombrandstheyviewasbeingauthentic

“IwouldthinkmorepositiveaboutabrandbeingauthenticinReddit.Itwouldmakeme

morelikelytopurchasetheminsteadofa

competitor.”

OpinionofbrandinteractiononReddit

-%Selected

64%

“IwouldthinkthatthebrandistellingthetruthandIwouldhopethattheyare.I’llprobably

goandlookfortheproduct.”

I'mmorelikelytobuyfromabrandthatIseeasauthenticonRedditoverotherbrands

“Iwouldrespectthemmoreandthinktheycare

abouttheircustomers.Iwouldbemorelikelyto

purchasethembecauseIwouldfeelmore

connectedtoit.”

MfGNA+reddit

Overallsample,n=800

Q:WhatisyouropinionaboutbrandsinteractingonReddit?

Q:IfyousawabrandonRedditbeingauthentic,whatwouldyouthinkaboutthebrand?Wouldyoubemorelikelytobuyfromthemovertheircompetitors?

16

Tobuildauthenticity,it’smandatorytobeanactive

participantwithtransparentandconsistentmessaging

%OfrespondentsthatrankeditintheTop3

HowtobuildbrandauthenticityonReddit

69%

“Authenticityfosterstrustandwhenabrandisopen,transparentandgenuinein[its]

interactionsitcreate[s]asenseofconnection…”

61%

52%Avg.ofallreasons:43%

32%

29%

21%

36%

Transparency

Consistency

Engagement

Embrace

Monitor

Support

Storytelling

Betransparentabout

Conveymessagesthat

Activelyengagewiththe

Imperfection

Feedback

SocialCauses

Shareauthenticstories

businesspractices

alignwiththeiridentity

Redditcommunity

Prioritizerealnessover

Listentofeedbackfrom

Supportsocialcauses

aboutthebrand’s

andvalues

throughcomments,discussions,etc.

perfectlypolishedcontent

theRedditcommunity

alignedwithbrandvalues

journey,values,andimpact

MfGNA+reddit

Overallsample,n=800

Q:WhenitcomestowhatbrandsshoulddotobuildauthenticityonReddit,pleasethinkaboutthefollowingoptionsandratethemfrommosttoleastimportant:

17

Inconsistenttone,

includingswearing,

detractsfroman

authenticexperience

ResponsetoswearingonReddit

%Selected

Overallsample,n=800

Q:YoumentionedyouswearmoreonRedditcomparedtoother

socialmedia.WhatdoesswearingaddtoyourexperienceonReddit?

Q:Howappropriatedoyouthinkitisitforbrandstotakethefollowingactions?

Q:It'satoughbalancingactforabrandtotrytobeauthentic,whileavoidingcomingacrossaspandering,orphony,oroffend

people.Whenitcomestoengagingredditors,whereshouldbrandsdrawtheline?

[beepit!]

Disagreethat‘swearing’makestheirexperiencefeelmoreauthentic

63%

[explicit]

Sayit’snotappropriateforbrandstousefoullanguageorswearonReddit

68%

“Whereshouldbrandsdrawtheline?”

“Noargumentsorswearing”

18

Key

finding

r/brand

Authentic&honest

brandsthriveonReddit

Brandsshouldprioritizeconsistenttransparency&

engagementwiththeRedditcommunitytobuildan

authenticbrandpresenceonReddit

19

CONTRASTING

PERSPECTIVES

20

u/ThatBBQSauce

ThatBBQSauceCompany

AMA

AMAscancoverawiderangeoftopics,frompersonalexperiencesandopinionstoprofessionalinsightsandexpertise

Hi,I’mMatthewBernard,creatorofThatBBQ

Sauce.JoinmetoAskMeAnythingonJuly8!

TheyprovideauniqueopportunityfordirectinteractionbetweentheaudienceandthepersonhostingtheAMA

21

AMAsareakeyengagementpointuniquetoReddit

Brandscanbenefitinmultiplewaysbyparticipating

Thebrandis________.

Redditors’responsetobrandshostingAMAs

%Selected

more

respectable

77%

+

IrespectbrandsthatrespondtobothfansanddetractorsintheirAMA

more

authentic

63%

+

IfindbrandstobemoreauthenticiftheyhostanAMA

more

favorable

58%

+

Ithinkmorefavorably

ofbrandsthathostAMAs

MfGNA+reddit

Overallsample,n=800

Q:HowdoyoufeelaboutbrandshostingAMAs?

22

Brandsshould

respondopenlytobothfans

&critics

OpinionofbrandinteractiononReddit

%StronglyAgreeorAgree

Overallsample,n=800

Q:WhatisyouropinionaboutbrandsinteractingonReddit?

MfGNA+reddit

78%

Irespectbrands

thatrespondtoboth

fansanddetractors

onReddit

23

Addressingnegativefeedback

createspositiveconnections

Anopen,professionaldialogwithdetractorsshapesbrandperceptions

Redditors’opinionofbrandscommunicatingwithdetractors

%StronglyAgreeorAgree

IfIraiseanissuewithabrandonReddit,

Iamwillingtobeopen-mindedwhenlisteningtotheirresponses

80%

I'mmorereceptivetoinformationfrombrandsthathaveconversationswithdetractors

72%

I'mmorereceptivetoadsfrombrandsthathaveconversationswithdetractors

60%

Overallsample,n=800

Q:Redditisauniqueplatformforpeopletotalktobrandsbecausethecontentisn'tmoderatedbythebrands.Peoplearefreetovoicetheiropinions,bothpositiveandnegative.Brandshaveachoiceabouthowtorespondtonegativefeedback.Let's

thinkmorespecificallyaboutbrandsinteractingwithdetractors(peoplethathavenegativethingstosayaboutthebrandorproduct)andhowthatshapesyouropinion.

24

”Itgivesyouthechancetointeractwith

thebrandsorshareyourgrievances,

yourlikesandyourdislikes.Iwould

definitelybeaparticipantthere.Youknow,

ifit'sabrandandaproductIlikebecause

I'malwayscallingcustomerservicein

brandsandtellingthemIseeadifference

intheproduct.Didtheymakeachange?

Thisandthat?Buttohavethem,you

know,haveapostpostingonReddit,I

wouldenjoythat.”

Bewillingtoengagein

difficultconversations!

Brandspayapricebyignoringthem

OpinionofbrandinteractiontowardnegativefeedbackonReddit

%StronglyAgreeorAgree

Overallsample,n=800

Q:Redditisauniqueplatformforpeopletotalktobrandsbecausethecontentisn'tmoderatedbythebrands.Peoplearefreetovoice

theiropinions,bothpositiveandnegative.Brandshaveachoiceabouthowtorespondtonegativefeedback.Let'sthinkmore

specificallyaboutbrandsinteractingwithdetractors(peoplethathavenegativethingstosayaboutthebrandorproduct)andhowthatshapesyouropinion.

MfGNA+reddit

Has

left

57%

Saytheylose

respectforbrands

thatignorenegativeissuesonReddit

Thechat

u/brand

25

Brandshavean

opportunityto

learnfrom,and

convert,detractors

Bylisteningtonegativefeedback,brandscangetaheadofproblemsbeforetheygoviral

Redditors’feedback

onnegativebrandinteraction

Openendedresponses

“Ifbrandsarehonestand

interactwithcustomersitmakes

themtrustworthy”

“Engaginginconstructive

dialoguewithabrand

aboutnegative

experiencescanimprove

perceptionsandpromptchangesinbehavior”

“Ioncehadanissue

withaproductandshareditonthebrand’ssocialmedia.They

respondedpromptly,

apologizedandoffered

asolution”

“Afterseeingaresponsefroma

productwithaRedditattachedtoit,

thecompanyresponded.They

educatedontheproductand

helpedtoalleviatenegativetiesto

it.Thecompanygainedrespectfor

acknowledgingthecommunity”

“Aslongastheyareopenmindedandwillingtoseeallsides”

MfGNA+reddit

Focusgroupsample,n=20

Participantsreadthroughabrand-sponsoredAMAandaskedtheirthoughtsabouttheconversationbetweenthebrandandredditors.

26

★★★★

★★★★★★★★★★★★★★★

Redditorsareopen-minded

Admittingmistakeshumanizesbrands,earningloyalty

OpinionofbrandinteractiononReddit

-%StronglyAgreeorAgree

75%

I’mmorewillingtogivebrandsanotherchanceiftheymakeamistakebutare

openaboutitonReddit

“Themostimportantthingformeis

thatbrandsadmittotheirmistakes.Iftheycandothisitgoesalongwayformetogivethemanotherchance.”

M/GN四

+reddit

Overallsample,n=800

Q:WhatisyouropinionaboutbrandsinteractingonReddit?Focusgroupsample,n=20

Participantsreadthroughabrand-sponsoredAMAandaskedtheirthoughtsabouttheconversationbetweenthebrandandredditors.

27

AMA“Dos”And“Don’ts”

DON’T

DO

Over-SaturatewithPromotionalPosts

IgnoreFeedback

GetDrawnIntoConflict

NeglectBrandIdentity

SoundScriptedOr“TooCorporate”

Itgaveoffaverypositive,productive,genuinevibe.”

“[Brands]weren’t…

readytorespond

withoutreading

whateverthe

personwas…

sendingtothem.”

“…fakereviews

orpaid-by

reviews.”

BeAuthenticandProfessional

DirectandPersonalizedEngagement

EncourageCreativityandParticipation

MaintainCivilityandTransparency

UseHumorandEducationalContent

M/GNA

+reddit

Focusgroupsample,n=20

Participantsreadthroughabrand-sponsoredAMAandaskedtheirthoughtsabouttheconversationbetweenthebrandandredditors.

28

Key

finding

Redditorsrespect

brandswhenthey

acknowledgecriticism

BrandsshouldconsiderleveragingAMAsto

engagewithindividuals,butdon’tignorethose

withcounterviews.Instead,gatherfeedback

throughdialogtoboostbrandperception

29

GALVANIZING

TOUCHPOINTS

30

Redditorsexpectmorefrombrands,

theywantbrandstobejustanotherredditor

“Behumanfirstandthenabrand.”

Ilike________.

OpinionofbrandinteractiononReddit-%StronglyAgreeorAgree

81%

WhenbrandshaveconversationswithpeopleonReddit

80%

Toknowbrands’positionsoncontroversialtopicsthroughtheirpostsonReddit

72%

Toactivelyparticipateinconversationswithbrands

(posting,voting,etc.)

M/GN四

+reddit

Overallsample,n=800

Q:WhatisyouropinionaboutbrandsinteractingonReddit?

Q:Inyourownwords,whatdoyouthinkistherightwayforbrandstoparticipateonRedditinanauthenticway?

31

Beyondads,brandscanreachredditors

throughmanyfeaturestheyenjoyonReddit

WhatredditorsappreciateaboutReddit-%Loveorlike

M/GNA

72%

81%

AMAsessions*

个vote

AMA

share

u/ThatBbqSauce

ThatBBQSauceCompany

Hi,I’mMatthewBernard,

creatorofThatBBQSauce.JoinmetoAskMeAnythingonJuly8!

threadedcomments

u/ThatBbqSauce

ThatBrandBBQSauce

HandsdownthebesttastingBBQsauceout.

Fightme.LearnMore

个vote

share

SaucyLover

Idon’tknowaboutthat,toomuchsugarformytaste.

<Reply个

u/ThatBbqSauceOP

We’resugarfree.Savorthetangygoodnesswithoutguilt.

SaucyLover

Sweet.Goodtoknow!

+reddit

*AskMeAnything(AMA)SessionsOverallsample,n=800

Q:TherearealotoffeaturesinReddit.Whatdoyouthinkabouteachofthefollowing?

68%

upvote/downvote

13.2k

u/ThatBbqSaucePromoted

Handsdownthebest

tastingBBQ

Fightme.

LearnMore

Vte

32

Subredditsareanaturalhighlycontextual

environmentforbrands

Pastinteractionswithsubreddits

-%Engagedinthepast

80%

Ofredditorsloveorlikenichecommunitiesfoundinsubreddits

43%useRedditforthesecommunities

Havesubscribedto

acommunityaboutabrand

u/ThatBbqSauce

10,406members46online

AsubredditforthosewhowantstodiscussanyandeverythingBBQ,especiallythosethatappreciatethebestbarbecuesauce

81%

Join

Haveaskedasubr