The power of the Reddit & Community

By Gemma Newton, Head of Data & Insights

We’ve talked about Reddit previously on the blog, however we wanted to highlight it’s recent rise with amazing advertising partnerships, the data supporting it as a very reputable social platform for audiences and consumers, and most importantly, community.

Last year, we worked with Reddit  on their campaign that celebrated the one-year anniversary of the opening of its U.K. office in the Holborn section of London. But the campaign itself was aimed at spreading the word about the depth and breadth of communities on Reddit, including thousands that are focused on the U.K.

Reddit chief marketing officer Roxy Young said,  “Community is always at the heart of our marketing efforts…….‘Maybe Together We’ll’ is a celebration of Reddit’s passionate online communities and aims to serve as a reminder that anything can happen when people unite around things they care about.”

We can keep this in mind then, when diving into recent data from Reddit. Overall, it shows that there is a large number of your potential audience using the platform, and that communities really do create trust or brands or products:

  •   64% of Reddit users are 18-34. 23% are 35-49 and 16% are 45+.

  • 90% of users trust Reddit to learn about new products and brands. That’s higher than Google (89%) or Amazon (86%).

  •    44% of Reddit users are women, whilst 56% are men- that’s not a big difference, meaning you’ve got a good chance at targeting women and men.

Not only is Reddit thriving off building community and trust of brands advertising on the platform, it wants to keep growing- it’s doing this by securing partnerships that place it front of mind for wide audiences.

Love Island x Reddit

The first partnership to highlight is with Love Island-Reddit is the official fan partner for the current series, and  it’s a  first of its kind partnership in the UK. The insight into this partnership comes from  Laurelle Potter, Reddit’s UK Market Director. They said,  “Over the last year, the appetite for Love Island has  grown on Reddit with over 140% increase in engagement and over 52% growth in subscribers in the r/LoveIslandTV community and we’re excited to celebrate the friendships, connections and fun-filled moments with the community on the content that matters most to them”.

So, although it seems an unlikely partnership on the surface, once you dig into the data, it’s more than perfect. It’s also a partnership that will encourage more fans to use the platform.

Because of the partnership, ITV is offer unprecedented access to behind-the-scenes operations of the show, including exclusive content and a place for fans to have their own ‘firepit’ moments throughout the show – and it’s all taking place on Reddit.

Cannes Lions x Reddit

This year, Reddit is  the Cannes Lions International Festival of Creativity’s official sponsor. It brings a surreal, custom-built clubhouse for all festival goers named ‘The Reddit Explorers Club’. The club helping brands navigate the world of Reddit by inviting fellow explorers to immerse themselves into Reddit’s most passionate communities to find their people.

 Explorers will leave with a deeper understanding of how Reddit communities influence, empower, inspire, and how brands can get involved.

 Overall, Reddit is arriving at the forefront, with it’s unbeatable weapon backing the platform- community.

 

In The Media, Data, AdvertisingGuest UserReddit, Cannes Lions, Community, Love Island, Maybe Together We'll, Campaigns