Research by Reddit, about Reddit – At CES 2025, Reddit released research outlining how conversation is becoming an influencer throughout the purchase journey.  “In the last year, our research has shown that 47% of social media users say “irrelevant search terms” are the most frustrating aspects of their product research). That is in part why people are coming to communities like Reddit from search looking for advice, answers, and recommendations.  In fact, Reddit is the number one social media platform for finding “immediate answers to specific questions” (71% agree or strongly agree). Overwhelmed by online choice and AI-generated content, the 2025 research outlines why back-and-forth, bidirectional conversation is shaping a new landscape of decision making to bring back confidence to buying:

• Discovery: Reddit conversations are the new landing page for business discovery. According to new Reddit research, Reddit ad investments lead to more organic posts, creating a multiplier effect of discoverability.
• Consideration: Nearly 1-in-4 recommendation posts elicit a redirection, where the original poster considers a brand they had not considered previously (23% of all recommendation posts and up +30% YoY).
• Decision:  2 out of 5 social media users (42%) find Reddit recommendations more valuable in their decision to purchase a product vs. all other forms of recommendations.

42% of Reddit users say that the ability to ask questions within communities they trust is in the top 3 most important aspects of their product research…”