Christine Cassis

(u/thunderemoji)

The holidays are right around the corner, so what better time to explore the power of Reddit’s communities and conversation? With more than 330M monthly unique visitors and 18+ billion views per month, it’s no surprise that the Internet is turning to redditors when it comes to purchase advice in advance of holiday shopping.

Redditors are seen as product experts

From the thoughtful responses to everyday life questions in r/AskReddit to recommendations on products and more in specific interest-based communities, redditors are seen as experts around the web. In fact, redditors log more than 16 minutes per session on average and their highly engaged, thoughtful discussion and recommendations has captured the attention of those off-platform as well. Don’t take our word for it, though. Here are a just a few recent examples of advice and product recommendations that has resulted in positioning redditors as experts:

As you can see, these span a broad spectrum without lacking depth. That’s because redditors evaluate and advocate for products within their communities. When it comes to looking for recommendations, evaluating products for purchase and, ultimately, announcing and advocating for purchase decisions, higher quality discussions are happening on Reddit.

Based on conversations within Reddit’s top 10 beauty communities:*

17% of beauty conversation on Reddit expresses interest

21% of beauty conversation on Reddit expresses evaluations

23% of beauty conversation on Reddit expresses intent or conversion

38% of beauty conversation on Reddit expresses advocacy

*Based on conversations within Reddit’s top 10 beauty communities. Source: Crimson Hexagon 2018.

Home to holiday shopping conversations online

During the holiday season, we see redditors level-up their conversations. From Black Friday deals to holiday wish lists and megathreads, we see the shopping conversation thrive. Starting in mid-November and escalating through end of year, with peaks around key shopping dates.

**Note: Holiday “conversation” includes keyword mentions of Black Friday, Cyber Monday, gift, present or shopping. Source: Reddit.com.

Not only are redditors engaging in holiday discussions online, they are heavy online and holiday spenders. In fact, redditors are more likely to have a high online shopping affinity compared to Facebook, Instagram or Twitter (ComScore 2018), with 87% being more likely to be top holiday spenders and 42% of redditors being heavy online spenders. (Quantcast)

Opportunities to engage Reddit this holiday season

Advertisers looking to engage Reddit’s audience this holiday season can get involved in a variety of ways. From a front-page takeover with Reddit’s highest-impact, widest-reaching advertising real estate for 24 hours to investing holiday budget with an audience that converts. Not to mention Reddit Gifts’ Secret Santa, the world’s largest online gift exchange with more than 100K participants from 140 countries.

This year, join us in celebrating Reddit Gifts’ 10th annual Secret Santa, where complete strangers get matched with one another to give and receive gifts across the globe in the world’s largest gift exchange. Nearly a million participants have sent gifts in Reddit’s exchanges, with the annual Secret Santa exchange being the largest of them all.

From celebrity participation…

“I won Secret Santa! Bill Gates was my Santa.”

To some of the most thoughtful gifts some people have ever received…

The program kicks off in November and runs through January. Users have 4 weeks to sign up for a chance to tell their potential Santas all about their hobbies and interests and, once matched, participants receive their giftee’s information. With 3 weeks to send a gift, sponsoring Reddit Gifts means being a part of one of the internet’s greatest random acts of kindness. For sign up details and shipping deadlines, visit Reddit Gifts.

For community insights, opportunities to engage your brand and more, keep your eyes on our blog.