Reddit is unlike any other social platform.
Since its launch in 2005, the site was known as the front page of the internet, while today it’s more accurately described as the heart of the internet, a place where highly engaged users can dive into anything. It’s a sprawling network of communities built for people to discuss the topics they care about, ask honest questions, and share unfiltered opinions that shape culture, purchasing decisions, and brand perception.
Research based on Meltwater’s GenAI Lens GEO analytics platform shows that Reddit is the most commonly cited social media platform in LLM responses, accounting for 32% of all social media citations. That’s why brands that want to perform well in AI need to engage authentically with relevant Reddit communities.
Today, we’re excited to announce that Meltwater has joined Reddit’s Official Data Partner program. This partnership reinforces Meltwater’s continued access to Reddit’s rich ecosystem of real-time public sentiment and strengthens our ability to translate authentic consumer sentiment into meaningful, actionable insights for brands.
"Reddit has been a core source of consumer insight within the Meltwater platform for more than a decade, and we’ve seen its influence grow significantly over that time,” said John Box, CEO of Meltwater. “Joining Reddit’s Official Data Partner program is a natural extension of our long-standing relationship and reflects our shared commitment to delivering trusted, high-quality data. We look forward to deepening our collaboration with Reddit to continue providing customers with insight into the authentic public conversations shaping consumer behavior.”
Why Reddit Matters for Consumer and Brand Intelligence
With 121.4M Daily Active Users and more than 100K+ interest-based communities, Reddit is where people go to research products, validate decisions, and learn from others who truly care about a topic. In fact, consumers consistently rank Reddit as their preferred social platform for researching products and making decisions, often before they visit a brand website or speak with a salesperson.
Reddit is especially powerful for insights teams, marketers, and communicators, both because of its scale and how the platform works.
Built for authentic, insight-rich conversations
Reddit’s structure naturally creates high-quality signals that are difficult to find elsewhere:
Interest-based communities create structured insight
Each subreddit is organized around a shared interest, lifestyle, product category, or passion. That structure makes it easier to uncover insights, signals, and trends by research area, whether you’re exploring skincare routines, financial planning, gaming culture, or enterprise software.
Passionate audiences who truly care
Reddit attracts people who are deeply invested in what they’re discussing. These aren’t casual, drive-by comments, they’re detailed experiences, comparisons, and recommendations from people who care enough to contribute thoughtfully.
Anonymous profiles enable honest feedback
Because Reddit prioritizes anonymity, users are more likely to share candid opinions, including frustrations, workarounds, and unmet needs they may not express elsewhere. That kind of honesty is invaluable for brands.
Signal rises above noise
Reddit’s moderators, admins, and community voting systems help surface the most relevant, credible contributions. Upvotes and downvotes naturally elevate thoughtful responses and filter out low-quality content.
Long-form discussions add depth
With fewer character limits, Reddit fosters depth that goes far beyond surface-level reactions. The result yields richer contextual sentiment that uncovers the collective “why” and drivers behind trends, exactly what insight discovery depends on.
Turning Reddit Conversations Into Practical Insights
Through Reddit’s Data API, Meltwater surfaces and enriches public Reddit posts and comments across the platform’s 100K+ communities, transforming them into structured, searchable intelligence.
When paired with Meltwater’s leading AI analytics and listening searches, organizations can move quickly from raw sentiment to clear insight, without losing nuance. Here’s how teams are putting Reddit insights to work:
Key use cases powered by Reddit data
Consumer insights and lifestyle understanding
Access authentic consumer insights and decision-making, without surveys or focus groups.
Consumer journey analysis
Identify moments of friction, discovery, and delight across the purchase journey by analyzing public sentiment about researching, comparing, and choosing products.
Product innovation and unmet needs
Spot emerging use cases, creative workarounds, and gaps in the market that signal opportunities for innovation.
Cultural and category trends
Identify the cultural topics and public dialogue capturing attention, and translate those insights into sharper positioning, campaigns, and content.
Brand and competitive intelligence
See how consumers really experience your brand, products, and services, then run the same analysis on competitors to understand strengths, weaknesses, and white space.
Rising risks and reputational issues
Detect early warning signs of product concerns, customer experience breakdowns, or negative sentiment before they escalate.
What this means for different teams
For consumer insights teams
Reddit delivers deep visibility into lifestyle trends, market gaps, and real-world decision-making, grounded in organic public sentiment. These discussions reveal the “why” behind behaviors, helping insights teams move beyond surface metrics to understand the drivers and friction points shaping the market. The result is richer context for research, segmentation, and strategic recommendations.
For marketers
Reddit insights help teams understand cultural context, refine positioning, and benchmark against competitors using the same language as their customers. By tapping into organic sentiment around products, categories, and trends, marketers can create messaging, campaigns, and content that feels relevant, credible, and in tune with the moment, not forced or overly polished.
For PR and brand teams
Reddit offers early visibility into reputational risks, emerging issues, and customer experience challenges, enabling faster, more informed responses. Because public conversations often surface here first, comms teams can identify potential issues early, understand how narratives are forming, and respond with clarity and confidence before stories escalate elsewhere.
A Partnership Built on Continuity and Trust
This new designation formalizes Meltwater’s role in Reddit’s Official Data Partner program, reinforcing our commitment to responsible, high-quality data access. Importantly, this partnership continues our existing access to Reddit data, customers are not missing out on past insights, and data quality remains consistent. What changes is the clarity and confidence this partnership brings as Reddit’s influence continues to grow.
"Reddit is the most human place on the internet and home to the most authentic, interest-led conversations," said Jonathan Flesher, VP of Business Development at Reddit. "By partnering with Meltwater, we’re providing brands with the tools to responsibly tap into those insights, helping them move beyond just listening to really understanding and connecting with our communities in a meaningful way."
Bringing the Full Market Picture Into Focus
Reddit is a critical piece of today’s fragmented media landscape, but it’s most powerful when viewed in context.
By analyzing Reddit data and pairing it with AI analytics, listening searches, and comprehensive coverage across social, reviews, news, and more, Meltwater helps brands see the most complete and accurate picture of their brand, market, and consumers.
The result is faster insight, smarter decisions, and greater confidence in how you show up, wherever public perception is shaped.
Ready to Dive Into Reddit Data?
Use the form below to book a Meltwater demonstration with one of our consultants, to discover exactly how your brand can unlock the power of Reddit data for consumer insights.
