Reddit has quickly become a go-to destination for holiday shoppers seeking real reviews on products and brands to gift. With 1-in-3 shoppers turning to Reddit for additional research after hearing about a product on independent review sites, Amazon, or Google, it is clear that the platform holds significant influence in the purchasing decisions of many consumers.
One key insight provided by Reddit is the importance of aligning marketing campaigns with seasonal shopping behaviors. For example, starting in April, travel accounts for 35% of holiday conversations, while discussions about holiday parties make up 8%. By November and December, hosting and menu planning dominate conversations. Brands would be wise to plan their marketing outreach accordingly to capitalize on these trends.
Another interesting finding by Reddit is that many Redditors are increasingly looking to purchase from small businesses for gifts. This presents a unique opportunity for brands to connect with consumers who value supporting local businesses. By incorporating messaging that highlights this preference, brands can appeal to a growing segment of holiday shoppers.
Reddit also recommends deploying a full-funnel strategy to reach prospective consumers at every stage of the purchase cycle. By providing relevant answers to consumers’ queries and needs, brands can maximize their potential with Reddit ads. This approach ensures that brands are present throughout the entire consumer journey, increasing the chances of conversion.
Lastly, Reddit advises brands to align their marketing efforts with holiday trends. The platform notes that discussions around specific decades, nostalgic memories, and positivity during the holiday season are on the rise. By tapping into these trends and fostering a sense of connection with consumers, brands can create impactful campaigns that resonate with Redditors.
With its growing user base of 82.7 million daily active users, Reddit continues to evolve as a key facilitator of product research. Its recent partnership with Google has helped increase referral traffic to subreddit listings, opening up new opportunities for brands to showcase their products and connect with consumers. As Reddit’s influence in the holiday shopping landscape grows, it is essential for brands to explore the platform’s developing ad options and leverage its potential for reaching a highly engaged audience.
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