New Conversation Research Tools and Ad Options from Reddit

Consider this a significant enhancement.

Recently, Reddit has unveiled a groundbreaking feature called community insights, designed to delve into ongoing conversation trends across various topics on the platform. This innovative tool will allow you to gain a deeper understanding of discussions surrounding your brand and specific niche markets.

This new feature builds upon the existing insights offered by Reddit Pro, which was previously launched last year. The cutting-edge AI-driven data tools are powered by what Reddit refers to as Reddit Community Intelligence, essentially its proprietary data product designed to offer unparalleled insights.

According to Reddit:

“Reddit Community Intelligence™ represents the vast collective knowledge derived from billions of human conversations throughout Reddit. This sophisticated engine fuels a variety of products and insights that no other platform can provide, transforming over 22 billion posts and comments into structured intelligence, facilitating smarter marketing decisions.

Reddit has refined its dataset, offering a fresh and innovative approach to accessing this accumulated knowledge. With the newly updated Reddit Insights, users can explore trending topics on the platform in a multitude of ways.

The image above illustrates the updated platform, showcasing that you can now conduct searches within Reddit data based on four different query types:

• Explore Anything – This option allows you to search for mentions of specific keywords, including region and date range filters.
• Compare Anything – This feature enables you to investigate trends more deeply by cross-referencing potentially related search terms, uncovering increasingly pertinent discussions.
• Understand a Cultural Moment – Access conversation data regarding significant events and seasonal discussions to grasp current cultural sentiments.
• Map a Purchase Journey – This tool analyzes how Reddit users refer to subreddit discussions during their product searches, providing vital insights into consumer behavior.

The potential value of these insights is immense. With an expansive array of ways to gather essential information, leveraging Reddit’s vibrant, human-centered discussion groups can lead to more relevant conversations and insights, ultimately enhancing your marketing strategy.

Additionally, Reddit Insights will generate AI-driven topic summaries for your primary search terms, allowing you to explore more posts and context through intuitive navigation.

Moreover, users can access data on the leading communities that are discussing each topic, which can also be explored for deeper insights and information.

There’s an abundance of potential with these tools. As Reddit increasingly becomes a vital resource for product discovery, consumers are looking for authentic experience notes and insights, rather than relying solely on AI-generated reviews found on product pages. This could significantly influence your brand and product research, aiding in the enhancement of your marketing outreach strategies.

Additionally, Reddit is experimenting with “Conversation Summary Add-ons” for advertisements, which will guide viewers to relevant subreddit discussions for further product information.

In this illustrative example, the new advertisement option will feature links to “positive content from Reddit users” directly beneath your advertisement creative, enhancing credibility.

“Conversation Summary Add-ons will append genuine user posts and concise feature summaries below the advertiser’s creative, providing built-in social proof, boosting performance, and assisting consumers in making quicker decisions.

However, this approach carries some risks. For instance, if Reddit’s algorithms misinterpret the positivity of discussions and highlight less favorable comments, that could negatively impact your brand’s reputation. Should there be broader negative conversations about your product within the platform, it could raise significant concerns; nevertheless, Reddit’s advertising team seems confident that only favorable discussions will be showcased in these links.

This strategy could also generate substantial branding and relatability advantages:

“Our preliminary tests indicate that Conversation Summary Add-Ons led to a +19% increase in clickthrough rates (CTR) compared to standard image ads. They also enhanced ad relevance and fostered more profound connections between brands and communities.”

While I would prefer to see how other brands fare with these features initially, they present a promising opportunity to better integrate Reddit ads with user posts and discussions.

Regardless, both innovations are intriguing, as these enhanced research tools offer a range of potential benefits for marketers aiming to optimize their strategies.

According to Reddit, both features are currently undergoing limited testing, with a broader rollout expected in the near future.