Reddit, Research, and the Rise of Unconventional Information Sources

When was the last time you Googled a company? Probably sometime within the last week. There are approximately 99,000 Google search queries every second (SEO.AI). Google and other internet sources are a prominent way for individuals to get all the information they need. But if you ask some of the individuals we interview, Google is no longer their first stop.

At Ideba, I have the unique opportunity to connect directly with individuals and gather their perspectives regarding recent companies they have interacted with. One of the questions I ask is, “What information sources do you use?” While Google is usually the top source, we are starting to see more unconventional sources emerge, like Reddit.

Reddit is a popular social media platform with over 97.2 million daily active unique visitors globally as of Q3 2024 (Blacklinko.com). What makes Reddit stand out is its raw, unfiltered opinions and authentic experiences users share. So, why are people turning to Reddit to research your business?

Unfiltered opinions and experiences

People turn to Reddit for its organic, real-life perspectives. Users often share both positive and negative experiences, from the sales process to using the product itself. This means potential customers can get a sense of what it would be like to work with your sales team and use your products and services.

Crowd-sourced Insights

Reddit also functions as a forum for collective knowledge. People will ask questions about your company, and there’s most likely always an answer. You could also think of Reddit as a massive focus group that’s already done some of the digging for you.

Anonymity and honesty

The anonymous, or semi-anonymous (user preference) nature of Reddit allows people to speak more freely. This often leads to transparent, unfiltered criticism of a company from start to finish – something readers find comfort in.

Digging beneath the surface

Reddit is often a reality check. When a company seems too good to be true, and checks all the right boxes, digital sleuths will turn to Reddit to verify its legitimacy. There’s no getting past these Redditors!

Traditional sources like LinkedIn and company websites are often curated and brand-controlled. With scams and misleading content becoming more common online, potential clients and customers are turning to other sources to hear from real people with real experiences.

What does this mean for your business?

If people are turning to platforms like Reddit, that means conversations about your brand are happening whether you’re a part of it or not. It’s important to understand that authenticity matters more than ever, and the reality is you can’t fully control your narrative. It may be uncomfortable, but this shift challenges businesses to show up where people are actually talking.

What unconventional information sources are you seeing? Do you use any of these sources for your own personal and professional research? Let me know in the comments!

Jenna Gieszler – Research Coordinator

 

[Blog photo found here]