Reddit is an Underrated Research Tool

One of the skills that I didn’t expect to develop when I started working at a social media agency is the ability to research.

But now, a huge part of what I do each day is research.

For new clients and projects, researching to find out more about the respective industry. And then also research for industries I already work in, to keep up to date, figure out new angles for content, and so on.

And over the years, one of the most invaluable tools - one I use virtually every time I need to research something - is Reddit.

Here’s Why

Reddit threads are one of the most underused research tools in the industry, with almost every product, brand, or experience having a community there.

And unlike surveys or focus groups, nobody's performing for anyone. Subreddits aren’t typically controlled by the brands themselves, either, so you know what people are saying in there is real, unfiltered, and authentic.

And that’s seriously what makes Reddit so powerful as a research tool. When people don't think they're being studied, they tell the truth. You get their real frustrations, real questions, and real answers in an organic, non-polished format.

And this is why Reddit is great for researching: Content built on real language resonates because your reader feels seen rather than sold to.

The more you understand the cultural texture of a community (the in-jokes, the grievances, the shorthand, all the things you can get from Reddit) the more your writing sounds like it came from someone who's lived it.

Next time you need to research something, try searching for it on Reddit.

You might genuinely be surprised at what you find.