How Reddit community recommendations drive collective influence

The wisdom of online communities offer an alternate approach to ad messaging, and guidance from Reddit users carry credibility not because of follower counts, but because of shared experience and expertise.

The platform recently surveyed its users to understand why community recommendations are so influential and how impactful a recommendation is on subsequent actions, like making a purchase.

The biggest takeaways?

-73% of Reddit users follow the guidance of recommendations they receive on platform

-38% of users reported making a faster purchase decision after reviewing recommendations

-91% of users plan to return to the platform with the same or increased frequency when considering an upcoming purchase.

Overall, the survey offers insights to help marketers add value to the consumer’s path to purchase, reach them as they near the "pointy end" of their decision making process and ultimately become part of the recommendation engine themselves.

Read the full study here.