Finding your loyalists where they find community
Reach redditors when they’re researching their next favorite brand
We live in a world with endless choice and unabated ads. These days, consumers have so many options to choose from—whether that’s what sunscreen to use or which brand of toothpaste to buy. This has created a culture of trialism. In fact, 71% of consumers switched brands at least once in the past year.1
With constant temptation and more competition for consumer’s attention, those loyal to your brand are more valuable than ever before. Increasing retention by just 5% can equal an upwards of 95% increase in profit.2 The real value then, it seems, is retaining and nurturing your most loyal fans. So…where are they?
You can find them on Reddit.
Redditors are the most loyal consumers of everyday goods
When compared to all other social platforms, redditors reign in having the most loyal audience. 79% of redditors agree that “once I find a brand I like, I stay loyal to that brand”. That is 10% higher than the competitive set, and #1 overall.3
These redditors are creatures of habit. Regular Reddit users also have the highest repeat purchase behavior, and are 10% more likely to shop at the same store, or the same brand most of the time or every time in the last 6 months compared to the competitive set.3
Find your people where loyalty is shaped
It’s important to note that people aren’t monoliths. We know that people in general aren't going to be decided on every product in every category. While they have brands they’re loyal to, there are a whole lot of other categories that they’re still undecided on, too.
For those undecided, Reddit helps convert those on the fence from one-time tryers to lifelong buyers.
of redditors are open minded, and 37% like to be the first to try new things4
Active everyday shoppers
compared to all other social platforms, they’re the most likely to shop a few times a week or everyday4
Rapid tryers & buyers
redditors are likely to have “chosen a new brand” in the last week or month across everyday purchase categories4
Speaking the right language to the right redditor is key
We took a look at some of the shopping patterns and preferences of redditors on the platform. Overall, speaking the right language to the right redditor is key to winning their loyalty. With that, consider these 3 tips:
- Emphasize quality, price and convenience: 58% of redditors spend time looking for the best deals.4 Tailor your copy to highlight deals, savings, or what makes your product stand out from the rest.
- Capitalize on the emotional connection: Redditors are 2x more likely to be influenced by a brand’s alignment to personal values.4 Appeal to these redditors by touting brand values that align to theirs. Redditors are 2x more likely to be influenced
- Harness social proofing and online reviews: 73% of redditors follow the guidance of recommendations they receive on the platform.5 Amplify your brand loyalists by promoting organic conversations with Promoted User posts.
Ready to get started?
Contributors: Emily Le, Marketing Lead, Global Customer Marketing
1Source: Source: Salesforce, State of the Connected Consumer, 2022
2Source: Harvard Business Review, The Value of Keeping the Right Customers
3Reddit Custom Survey, U.S., 2023 “Your Everyday Purchases”, n=1000, A18-64, May 2023
4GlobalWebIndex, US data, Q1–Q4 2022
5Survey 1 - Online Reco’s - Source: Reddit Custom Survey, n=4,000, Mar 2023 (US, UK, AUS, CA, DE)