The Reddit Ripple Effect: New Research Reveals That Community Conversations Drive Purchase Decisions
Today we’re introducing new research, Reddit Ripple Effect: Conversations Drive Confidence, Decisions, and Performance, about the compounding value of Reddit conversations in consumer decision-making and advertising campaigns. This report details how:
- People are increasingly turning to Reddit to research and validate their purchase decisions.
- When brands participate in organic conversation on Reddit, they receive more organic mentions, which drives better ad performance.
- Advertising on Reddit has a ripple effect across full media plans.
The findings reveal that Reddit conversations aren’t just helping consumers make smarter choices, they’re also helping advertisers deliver better outcomes.
Conversations are the new currency of trust
Reddit has become a trusted destination for unfiltered advice, candid reviews, and real-world experiences. It’s the 6th most searched term on Google, making it one of the most sought after sources for information.1 In a world of increasing options, artificial content, and economic pressures, consumers are seeking authenticity and finding it on Reddit. Whether it’s researching the best laptops or skincare routines, 88% of social media users are turning to Reddit for purchase decisions,2 and 76% believe Reddit posts are more honest and truthful than those on other social platforms.3
This significant consumer trust can be attributed to Reddit’s unique combination of anonymity, authenticity, and community ranking (upvotes and downvotes), which allows the most valuable content to rise to the surface and makes the bad content less visible. And unlike content on other platforms that quickly lose visibility, the best Reddit posts have remarkable longevity.
On average, Reddit posts receive views for six months, with 34% still viewed over a year later.4 This long shelf life means today’s conversations often become tomorrow’s search results, appearing in Google queries and even AI-generated recommendations. For example, when analyzing Reddit posts served via Google for the top 20 auto-related questions, 100% of those posts received views every single day since they were published, some dating back to 2023.5
Reddit offers brands a powerful way to build connections by meeting people where they're already looking for answers. The result: deeper trust, stronger relationships, and a meaningful presence in key moments.
Organic engagement fuels ad performance
Brands advertising on Reddit that show up authentically – even in small ways – see positive results. Just one organic post by a brand per week leads to a 3.5% increase in positive posts from redditors about your brand,6 while three thoughtful comments on user posts can drive a 2.2% rise in positive mentions.7 And an increase of just one positive post per week from redditors can boost attributed site traffic by 1.0% within the same week, with further gains extended in subsequent weeks.8
Brands are experts in their industry, and redditors value deep knowledge and meaningful contributions. When brands show up to answer questions, share expertise, or join discussions, they build credibility with communities because they’re adding value to the conversation.
The Reddit Ripple Effect: advertising on Reddit delivers significant gains across full media plans
Advertising on Reddit also boosts the performance of entire media plans. In our most recent mix-modeling analysis with TransUnion, we’ve seen that adding Reddit to campaigns drove +$6.94 higher incremental return on ad spend (ROAS) across the board.9 This multiplier effect, which we’re calling “The Reddit Ripple,” occurs when Reddit ads enhance the effectiveness of other channels:
- +11.4% when Reddit is added to social campaigns10
- +13.7% when Reddit is added to paid search11
- +5% and +6.2% when Reddit is added to online video or TV, respectively12
In fact, 64% of Reddit’s synergistic impact occurs when Reddit ads are paired with TV, Video, Paid Search, and Digital Display buys.13 By engaging with Reddit’s highly intentional and research-driven audience, brands can maximize their media investments and unlock new levels of performance.
"WPP’s partnership with Reddit continues to deliver unique value for our clients. In an era of stretched attention, Reddit stands out with content that remains relevant for months, even years,” said Elav Horwitz, EVP of Global Head of Strategic Partnerships and Solutions at WPP. “This kind of long-tail engagement is a game-changer for brand messaging. What’s more, Nielsen’s data showing a significant ROAS increase when Reddit is added to existing campaigns proves it's not just about awareness; it's about driving tangible, measurable returns across the entire media plan."
Reddit’s latest research is now live and the full report can be accessed here.
Reddit at Cannes Lions 2025
Next week, Reddit returns with ‘A Different Conversation’ at the Cannes Lions International Festival of Creativity. At Reddit HQ, attendees will also have a chance to hear from brands that have found success on Reddit and learn more about breakthrough campaigns that started with conversations at the core.
Reddit’s Cannes HQ is located at the Intersection of Prom. Robert Favre le Bret and Rue Buttura, and open Monday, June 16 to Friday, June 20 from 9:00 AM - 6:00 PM (CEST) for scheduled meetings. Our space will also be open to all Cannes Lions badge holders Monday, June 16 to Thursday, June 19 from 12:00 PM - 3:00 PM daily and Friday, June 20 from 10:00 AM - 2:00 PM. Guests are strongly encouraged to RSVP via our website here.
For press inquiries, please reach out to [email protected]. To set up a meeting with our sales team, please reach out to [email protected].
Sources
1Ahrefs Global Data, June 2025.
2Reddit, US, Let’s talk about your purchases & Social Media, n=12,000, A18-60, Monthly Social Media Users, Attest Sample, January 2025. Statistically significant confidence level = 95%. Verticals: Alcohol, Automotive, Beauty, Consumer electronics, Fashion, Finance, Healthcare, Household, Gaming, Telecommunications and Travel. Social media competitors: Facebook, Instagram, X, TikTok, Pinterest, Discord, Snapchat, Youtube.
3Reddit Custom Survey, U.S., Conversations on Social Media, n=1000, A18-60, Monthly Social Media Users, September 2023. Statistically significant confidence level = 95%.
4Reddit Insights powered by Community Intelligence, March 2025.
5Reddit Insights powered by Community Intelligence, March 2025.
6Reddit Internal Data, North America, March 2024-March 2025.
7Reddit Internal Data, North America, March 2024-March 2025.
8Reddit Internal Data, North America, January 2024-December 2024.
9Reddit-commissioned custom Technology MMM Meta Analysis Q1’23-Q1’25 conducted by TransUnion. Date range: January 2023 to March 2025. Sample: Blinded MMMs within the Technology industry that contain Reddit, Other Paid Social Media, Digital Display, TV, Online Video, Paid Search, and other digital and traditional channels.
10Opinion of Reddit based in part on commissioned Nielsen MMM Meta-Analysis, 2023-2024. Base: A list of studies selected and compiled by Nielsen, consisting of five retail MMM studies measuring 104 weeks ending 3/30/2024 that contain Reddit, Digital Display, Other Paid Social Media, TV, Online Video, and Paid Search. Reddit recommendation based in part on commissioned Nielsen MMM meta-analysis. ROAS is defined as total incremental sales divided by total media spend. Effectiveness is defined as total incremental sales per 1,000 impressions. Marginal Return on Ad Spend (mROAS) is defined as Incremental.
11Opinion of Reddit based in part on commissioned Nielsen MMM Meta-Analysis, 2023-2024. Base: A list of studies selected and compiled by Nielsen, consisting of five retail MMM studies measuring 104 weeks ending 3/30/2024 that contain Reddit, Digital Display, Other Paid Social Media, TV, Online Video, and Paid Search. Reddit recommendation based in part on commissioned Nielsen MMM meta-analysis. ROAS is defined as total incremental sales divided by total media spend. Effectiveness is defined as total incremental sales per 1,000 impressions. Marginal Return on Ad Spend (mROAS) is defined as Incremental.
12Opinion of Reddit based in part on commissioned Nielsen MMM Meta-Analysis, 2023-2024. Base: A list of studies selected and compiled by Nielsen, consisting of five retail MMM studies measuring 104 weeks ending 3/30/2024 that contain Reddit, Digital Display, Other Paid Social Media, TV, Online Video, and Paid Search. Reddit recommendation based in part on commissioned Nielsen MMM meta-analysis. ROAS is defined as total incremental sales divided by total media spend. Effectiveness is defined as total incremental sales per 1,000 impressions. Marginal Return on Ad Spend (mROAS) is defined as Incremental.
13Opinion of Reddit based in part on commissioned Nielsen MMM Meta-Analysis, 2023-2024. Base: A list of studies selected and compiled by Nielsen, consisting of five retail MMM studies measuring 104 weeks ending 3/30/2024 that contain Reddit, Digital Display, Other Paid Social Media, TV, Online Video, and Paid Search. Reddit recommendation based in part on commissioned Nielsen MMM meta-analysis. ROAS is defined as total incremental sales divided by total media spend. Effectiveness is defined as total incremental sales per 1,000 impressions. Marginal Return on Ad Spend (mROAS) is defined as Incremental.