47% Find Search Terms Irrelevant During Product Research

A recent study by Reddit shows that many people are frustrated with traditional search engines and ads, forcing them to seek product recommendations on community platforms.

The study found that 47% social media users find “irrelevant search terms” particularly annoying when researching products online. This frustration drives users to Reddit, where they can engage in discussions and get personalized advice.

These findings suggest that Reddit is playing an increasingly important role in consumer decision-making.

Consumer frustrations with search

The study suggests that there is a growing gap between what users expect from search engines and what they deliver.

Almost half (47%) of surveyed users were dissatisfied with search engines because they could not find relevant, useful answers during product research.

As a result, many users turn to Reddit for better, context-specific recommendations.

71% of respondents said that Reddit is the best social media platform for finding quick and specific answers to their questions.

Reddit’s role in the buying journey

Reddit research shows how important the platform is in the buying process, from product discovery to decision making.

A study finds that Reddit ads help generate more conversations about brands, which increases their visibility.

For every 1,000 ad impressions on Reddit, advertisers get about two organic posts, averaging 3,500 views.

The study also reveals this 23% of reddit referral posts leads to “redirection”. This means that consumers are starting to consider brands they hadn’t considered before.

These redirects usually occur when users seek help, such as when they want advice on products that better suit their needs.

Reddit vs. other referral sources

One of the study’s more striking claims is that Reddit recommendations are more trusted than many other forms of advice.

According to the findings, 42% social media users value Reddit recommendations over other sources, including influencer-sponsored posts, branded ads, and even some expert reviews.

Although Reddit’s recommendations rank slightly below expert review websites (+17%) and consumer review websites (+15%) in terms of influence, they reportedly surpassed social media ads and influencer posts.

This suggests a growing preference for community-driven recommendations over more traditional forms of advertising.

Reddit’s reach compared to influencers

The study claims that Reddit’s reach is comparable to, or in some cases greater than, traditional influencer marketing:

• The 82 recommendation posts on Reddit reportedly reach the same audience as an article on the endemic review site.
• Six Reddit posts are said to equal the reach of an Instagram influencer with 100,000 followers.
• Eight posts on Reddit equals the reach of a TikTok influencer with the same number of followers.

Given that it is estimated 25% post on Reddit is linked to referrals, the platform’s potential to scale is significant.

For example, the beauty category alone saw over 25,000 recommendation posts in December.

Balancing Reddit’s claims

While Reddit’s findings highlight the platform’s potential as a discovery and recommendation tool, it’s important to view these claims in the context of the study’s sources.

As a platform promoting itself as a solution to consumer frustrations, Reddit is keen to project its influence in a positive light.

Still, the data aligns with broader industry trends, showing a growing demand for authentic peer-driven referrals.

Consumers are increasingly prioritizing trust and personalization in their decision-making processes, and platforms like Reddit offer space for this type of engagement.

A look ahead

Reddit research shows how consumer behavior is changing. Consumers increasingly value personalized recommendations from their communities over traditional discovery methods.

This change could change the way brands communicate with consumers. Right now, Reddit’s statement that “conversation is the new influencer” highlights an important trend to watch out for.

Methodology

The study surveyed 1,000 social media users across seven key product verticals – laptops, televisions, cars, refrigerators, credit cards, makeup and movie tickets – for a total of 7,000 respondents.

Participants were asked to evaluate a variety of referral sources, including Reddit posts, influencer-sponsored content, expert reviews, and branded ads.

---

Featured Image: a birder/Shutterstock