The value of we: Social listening, authenticity and community
Me versus we. This is the phrase that stands out most to me from a recent familiarization meeting with a Reddit salesperson. During the conversation, this professional “Redditor,” as they like to refer to themselves, told me, “Reddit is about ‘we’ instead of ‘me.’”
His comment stuck.
There is endless criticism of popular social media channels and the influencers who dominate them. A scroll through Instagram, TikTok and Facebook unleashes a torrent of images and messages from people all frantically signaling, “look at me, look at me” and worse “like me, like me” all to gain attention momentum these platforms mightily reward.
And then there is the place for “we.”
Reddit is moving up in popularity so quickly you can almost feel the whoosh of it in your information flow. Search for anything and Reddit content turns up near the top. Read any AI summary and Reddit almost is always cited.
What makes Reddit different right now and why should small business marketers care about this channel?
Redditors seek “authenticity.” People who create a profile and engage on the platform offer a few meaningful characteristics marketers should pay attention to. They are seekers of information. They also are looking to be members of affinity communities that can get specific.
Buy a new car? There is probably a Reddit community for that make and model. Looking for fun things to do in your suburb? There’s a thread for that. Looking to solve a vexing problem? There will be a group of people pitching in to help you with what they know. Boasting more than 150,000 communities or subreddits, this channel is on the move. And consumers, especially Millennials and Gen Z folks, are turning to Reddit to conduct their due diligence on professional services, products, major decisions and more.
Yes, it is also a curiously funny and social place. Users have screen names so there is a modicum of anonymity that allows people to more bravely share their opinion, but the platform has rules that people generally abide by. The focus is on keeping things human, helpful and considerate. From what I’ve observed, people are mostly behaving themselves on the threads and offering their best advice. Now, of course, it is advice, so accuracy is sometimes an issue.
Savvy small business marketers should be conducting social listening campaigns on Reddit, and frankly on other channels as well. Join the platform, then join subreddits, see what the prevailing opinions are. Notice if anyone is mentioning your business or product. Also notice if there are opportunities to suggest your product or service. Upvoting or downvoting by Redditors will quickly tell you what’s acceptable and what’s not in terms of content. Read with the people and gain insights into the next phase of how information will flow.
There is no question we are in an exciting and uncertain moment regarding the gathering and sharing of information. Marketers like us should wade in and join the flow and see what we can learn. Social listening has always been a good idea, but right now it is an essential activity. As we look forward to 2026, I wish you a fantastic new year filled with insights, new ideas and incredible marketing successes!
• Rebecca Hoffman is the founder and principal of Good Egg Concepts, a strategic communications and brand marketing consulting practice serving clients around the Chicago area and nationally.