Audience Intelligence: Which brands are the Reddit community most loyal to - and why?

Every once in a while social media platforms offer a vital insight into their audiences, and recently we learned of a popular thread on Reddit where the community discussed the brands they were most loyal to.

Here at EntSight we’re always keen to learn more about brand loyalty and also happen to have:

a) A tool for analysing Reddit post data known as Brandwatch - and extensive experience of working with this kind of data

b) A large database of brands in the form of our proprietary ‘Constellation’ tool to analyse with

c) Some insightful Reddit audience data from GlobalWebIndex to check our results against

For those not too familiar with Reddit, it is a hugely popular online community and is among the most visited websites in the world. Data from GlobalWebIndex indicates that the demographic makeup of Reddits user base are:

- 60 Male / 40 Female

- Most likely to be 16 - 35

- Be in the Mid 50% income group

- More likely to live in an Urban Environment

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Before diving into data about specific brands we used keyword analysis of the Reddit thread to understand exactly what was driving their loyalty. As you can see from the resulting word cloud above customer service and quality products seemed to inspire this most.

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Since we also have some great data on Redditors from GlobalWebIndex we decided to see how this matched results about what brand expectations. As shown in the graph above - half of the respondents stated customer service as being a key requirement, confirming what we’d already seen in the social media data.

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Of all the categories of the brands discussed, Consumer Technology saw the largest share. This certainly confirms Reddit as a vital community for tech brands.

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Samsung, Nintendo, Apple and Sony Playstation saw the most interest here - and that two of these are leaders in gaming technology is no surprise given the large amount of gamers within the Reddit community.

We also checked these results alongside consumer survey data we have from GlobalWebIndex (bearing in mind our Reddit data comes from natural online conversations) and identified that this loyalty was reflected in how likely Redditors are to advocate these technology brands online and to friends/family.

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Japanese car brands Honda, Toyota and Subaru saw the most loyalty from Redditors with conversations suggesting the perception of Japanese cars as being high quality and reliable was shared by many in the community. This was again backed-up by GlobalWebIndex data around brand advocacy.

Another factor we believe may be key is that these Automotive brands have focused increasingly on more eco-friendly vehicles in recent years and given that this was the number one brand expectation for Redditors these moves would have ensured a better perception.

Given the huge popularity of the platform and its active (and often reactive) community we at EntSight believe it makes sense for brands to seek to understand the Reddit community just as much as they might other social platforms such as Facebook, Instagram and Twitter - we’ve certainly found it can be a vital source of consumer insight.

If you're interested in learning more about the Audience Intelligence solutions we offer here at EntSight then take a look at our website to find out more or drop us a message.

Edward Bass

Edward Bass

EntSight Founder & Director