👀Is Reddit the New Google?

Hey there SEO enthusiasts!

Welcome to this week’s edition of The Digital Marketing Mix. Let’s talk about how social media search is turning product research on its head. More and more, people are skipping traditional search engines and going straight to places like Reddit for answers. It’s not just Gen Z, either—everyone craves genuine, back-and-forth conversations.

In the next few minutes, you’ll learn about Reddit’s eye-opening study and how platforms like TikTok and Instagram have become mini search engines. If you’re a marketer, this is a huge deal. It means there’s a new frontier for you to explore. So, let’s jump in and discover how you can harness these community-driven trends to grow your brand.

What You’ll Find in This Week’s Newsletter:

• The latest data from Reddit’s 2025 study

• How social media search is edging out traditional search

• Key takeaways for brands

• Featured tool of the week

Reddit’s Big Reveal: “Conversation Is the New Influencer”

At CES 2025, Reddit confirmed something many of you might have sensed. People are frustrated with irrelevant search results. In fact, 47% say they waste time trying to refine their queries. That’s where community-driven platforms shine.

Reddit’s data shows that 42% of social media users trust Reddit’s recommendations more than influencer posts and ads. Many see these conversations as authentic and helpful. Users also say they get specific, immediate answers—71% agree or strongly agree on that.

Here’s why this matters:

• For every 1,000 ad impressions on Reddit, brands see two new organic posts. Each one racks up around 3,500 views.

• One in four recommendation posts triggers a redirection. That means shoppers consider a brand they previously hadn’t.

• People rely on Reddit’s back-and-forth discussions to feel confident about their decisions.

When you factor in the frustration consumers feel with traditional search, these stats make sense. They’d rather have a real conversation about a product than scroll through ads or generic search results.

And it’s not just Reddit.

The Rise of Social Media Search

TikTok, Instagram, and YouTube are no longer just for fun clips or pretty photos. They’re now powerful search engines in their own right. Younger audiences, especially Gen Z, prefer quick, visual product demos and genuine peer reviews.

This is a huge opportunity. If you offer valuable content and honest interaction, you can build credibility faster than with typical search ads. Of course, popular posts can overshadow smaller voices, and misinformation can still sneak through. That said, the overall value is clear: people are getting answers that resonate on a personal level.

What This Means for You

Brands need to be present in these conversations. When someone asks for recommendations in your niche, jump in with helpful insights. Don’t just promote. Offer real value. This builds trust and can lead to more sales than any keyword-stuffed landing page.

Look at it this way: social media search delivers context you can’t get elsewhere. It’s also a chance to learn about your customers’ pain points. Keep an eye on how people talk about your category or competitors—those insights can shape your next campaign.

Wrapping Up

Consumers crave authentic conversations. That’s why Reddit and other social platforms are driving more meaningful product research. When you engage directly with people’s questions, you build trust that’s hard to beat.

So jump in. Talk to your audience. Embrace the questions. You’ll find that community-driven discussions can lead to deeper loyalty and better sales.

The Featured Tool of the Week

Livestorm

Livestorm is a browser-based platform designed to help you run engaging virtual events—no downloads required. It’s perfect for webinars, live demos, and Q&As. If you want to keep conversations going after people find you on Reddit or TikTok, Livestorm can help you do it.

Why Livestorm?

• Custom branding for a consistent look and feel

• Interactive features like polls and live chat

• Detailed analytics on who attended and how they participated

• Zero installations for your audience

If you’re trying to convert curious browsers into loyal fans, Livestorm makes connecting online easier than ever.

Sign Up for Free!

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To your content marketing success,
Shane Barker