What: Major brands are leveraging Reddit's community-driven platform to gather authentic consumer feedback and validate purchase decisions, with 71% of users utilising the platform for pre-purchase research.

Why it is important: The platform's unique position as both a research tool and community space allows brands to gain valuable consumer insights while learning how to effectively engage with increasingly discerning shoppers.

Reddit has evolved into a powerful consumer insights tool, transforming how brands understand and connect with their customers. Companies like Urban Outfitters are using the platform to inform product decisions, such as determining vinyl record selections for special events, while Borghese developed an acne-focused product line based on subreddit discussions. The platform's effectiveness stems from its clearly defined communities, where conversations range from petite fashion advice to specific product recommendations. Marketing approaches on Reddit require a delicate balance, with brands finding success by providing value during the research stage of the purchase journey rather than disrupting conversations with promotional content. This strategy has proven particularly effective for brands like Cerave, whose viral discussions even inspired a Super Bowl commercial featuring Michael Cera. The platform's influence extends beyond direct advertising, with 71% of users visiting Reddit to validate purchases, making it an invaluable resource for understanding consumer decision-making processes.

IADS Notes: In April 2025, retailers are increasingly recognising the value of authentic community engagement and consumer insights, as evidenced by Capri Holdings' success with its 75,000-strong consumer research programme. This trend aligns with Reddit's emergence as a crucial platform for gathering unfiltered consumer feedback, with 71% of users visiting to validate purchases. The platform's effectiveness is demonstrated by brands like Urban Outfitters, which in May 2025 leveraged community insights to create successful initiatives like 'On Rotation' with Nike. The importance of authentic community engagement is further emphasized by March 2025 data showing that brands genuinely integrating consumer feedback into their operations see 53% higher purchase frequency among community members. This shift toward community-driven retail strategies represents a fundamental transformation in how brands connect with and learn from their customers.

How brands are getting Reddit marketing right