Why Online Communities Are The Key To Ecommerce Success
In this guest post, Reddit’s global head of marketing sciences, Jack Koch (main photo) discusses how online communities have become an integral part of eCommerce…
Online communities like those found on Reddit have long been on the rise, but the past 18 months, in particular, have accelerated their growth.
There relevance not only as a source of comfort, connection, and belonging in a time of unprecedented disconnection – but as a very real component in the consumer path to purchase.
According to Australia Post’s Inside Australian Online Shopping report released in June this year, Australia saw 47.5 per cent year-on-year growth for online shopping in May 2021 when compared with May 2019, with 32 per cent more households shopping online over the same period.
This is not particularly surprising — the pandemic has ushered new spending patterns and behaviours and this is a trend we’re seeing around the world. What is perhaps more surprising, is the way that online communities have emerged as an integral part of the eCommerce mix.
But before we look into how this is, let’s take a step back and look at why?
Online communities are unique online spaces. They connect people around shared passions and interests in a way that doesn’t rely on demographics as other social platforms do.
People come to online communities to be informed, entertained, and educated around the topics that matter most to them, and because on Reddit we believe privacy is a right and don’t require personal information from our users, these spaces are home to the most real and honest conversations on the internet.
When I’m engaging in online communities, who I am is irrelevant, but what I’m interested in is everything. Need inspiration for yet another lockdown dinner? Advice on which vacuum cleaner to buy?
Tips on converting your second bedroom into a home office and home gym? There’s a community for that, with real experiences and recommendations from real people.
No matter the subject, online communities bring together people from all around the world to connect on the things they care about.
This creates an immense opportunity for brands seeking to engage with audiences when they’re already leaned in and actively talking about or seeking out a particular topic. And, without the freedom to touch, taste and try products over these past 18 months, online communities have begun to fill a void for in-real-life shopping experiences.
As a result, we’re seeing more people turn to these spaces to research, discover and seek recommendations around what to buy — and more brands position themselves within these conversations, with great success.
To prove this out, Reddit recently partnered with Verto Analytics to analyze the purchase journeys of 1500 online users for actively-researched products such as computers, mobile phones, streaming and smart device game systems and more.
Verto found that compared to other social platforms, purchase journeys that include Reddit lead to a more informed, confident consumer that makes a faster, higher-value purchase decision, and becomes a stronger advocate for the brand. Specifically, Reddit users are:
- More informed consumers: Reddit users spend 4x more of their purchase journey actively researching, evaluating 2x the number of brands during these discovery sessions.
- In contrast, Reddit users spend 32 per cent of their decision process in the consideration stage, compared to just 20 per cent on other social platforms.
- More valuable buyers: Informed and confident in their decision, Reddit users make purchase decisions 9x faster and spend 15 per cent more.
- Stronger brand advocates: Reddit users have a 12 per cent higher post-purchase Net Promoter Score (NPS), and are 13 per cent more likely to speak positively about brands online and offline after they’ve made their purchase.
With the world slowly starting to open back up, what is clear is that many pandemic behaviours are here to stay.
While eCommerce has been steadily growing for some time, its meteoric rise over the past 18 months as it relates to availability, accessibility, and convenience is a trend that is not slowing down.
Understanding the steps consumers take from thinking about a purchase to finalising their transaction is key to being part of their consideration process.
Reddit’s online communities offer a path into this process and provide unmatched opportunities for brands to gain exposure to passionate consumers and influence the journey when it’s happening.
Latest News
WARC Names Its Most Awarded Campaigns & Agencies
The WARC Creative 100, Effective 100 and Media 100, a suite of global rankings and the ultimate independent gold standard for marketing communications, are now released featuring the most awarded campaigns, agencies and brands in the world for 2020. Compiled by WARC, the international marketing intelligence company, these annual league tables are produced by combining […]
Agent99 Hooks New Clients In FishMe! And Donna McGeorge
Agent99 staff quickly learning its trevallies from its barramundies after snaring seafood delivery service FishMe!
What We Don’t Know About Adland’s D&I And How That’s All About To Change
Yes people it's not one, but two censuses (or is that censii?) to complete this year. Antony Green will be pleased.
Menulog Celebrates The Best In Food Delivery With The ‘Menulogies’
Menulog has teamed with creative agency, Poem, and social agency, Connecting Plots, to launch the ‘Menulogies’, a rebrand of its 10th annual restaurant awards. Building on the success of previous years, the awards have returned with updated categories to reflect the latest culinary and social media trends, as well as loads of glitz and glamour […]
Yahoo Appoints Julia Edwards To NSW Sales Director
Yahoo has announced it has promoted Julia Edwards to NSW sales director. Since joining Yahoo 18-months ago, Edwards (main photo) has been instrumental in building the commercial success of Yahoo Creative Studios (formerly RYOT Studios) in her role as head of strategic solutions. She has been behind a number of industry-first campaigns using cutting-edge technology, […]
Jack Dorsey Quits, Parag Agrawal Named New Twitter CEO
Twitter CEO Jack Dorsey has stepped with immediate effect, replacing him, the company board unanimously appointed distinguished Chief Technology Officer (CTO) Parag Agrawal. After almost 16 years Jack Dorsey has decided it’s finally time to leave Twitter. Though, he will remain a member of the board until his term expires at the 2022 meeting of […]
Bob Gallagher Hangs Up His Mic & Bids Farewell To Breaky Radio
Brissie radio icon Bob Gallagher announces his retirement. Adds he has no plans on being a pest like Alan.
History Will Be Kind Wins The Access Group’s Comms
History may well be kind, however, not necessarily to anyone photographed wearing a hot pink tracksuit in the nineties.
CUB & TBWA\Melbourne Launch “Woody & Cola” Campaign That’s Bang On For The Demographic
CUB has launched a new “Woody & Cola” campaign via TBWA\Melbourne. Set to the well-known Escape (The Pina Colada Song), the campaign introduces characters ‘Woody’ and ‘Cola’, who are completely different, yet completely complimentary at the same time – much like Woodstock’s smooth oak-aged, blended Kentucky bourbon with sweet refreshing cola. Following their journey, Woody […]
Podium Announces Australia’s ‘Most Loved Local Businesses’
Local businesses communication and payments platform, Podium, and Council of Small Businesses Organisations of Australia (COSBOA) has today announced the winners of Australia’s Most Loved Local Businesses, which includes a specialised biking store and a stigma-busting dental practice. The campaign aimed to shine the spotlight on a handful of vibrant, dynamic and innovative Australian businesses following an […]
Monday TV Wrap: Nine’s Snackmasters Debuts & Wins Entertainment
Nine’s Snackmasters wins the night in entertainment pulling in 603,000 viewers – if you can watch this without snacking, as far as I’m concerned you are superhuman! In news, news – Seven News hit 949,000 viewers while Nine News had 872,000 viewers. Nine’s A Current Affair snagged the second entertainment spot with 696,000 viewers – Do you […]
Lawrence Mooney’s Clash With Triple M Goes Nuclear
Departed Triple M star Lawrence ‘Moonman’ Mooney would have lawyers salivating as he chases after a $1million-plus damages claim against his former employers. Mooney still had over a year remaining on his contract with SCA before an internal issue led to the popular personality’s abrupt departure from the airwaves. It’s believed his salary for 2021 […]
Decoding Creativity And Effectiveness
Spikes Asia talks with chief creative officer at Performance Art, Ian Mackenzie (main photo), about his Spike award winning campaign, ‘Publicly Traded’… When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world. Spikes Asia brings weekly insights from award winning creators of inspiring […]
How Twitter Is Raising The Bar On Brand Safety
People are at the centre of Twitter’s brand safety policies. By putting people first, Twitter is creating a safer space for brands to engage with the right audiences, at the right time, with the right conversations. As a platform where people come to participate in conversations, connect with others, and get information they can trust, […]
“45% Of Adland’s C-Suite Now Female!” MFA Releases Results Of Diversity, Equity & Inclusion Survey
Media agency members of the Media Federation of Australia (MFA) have completed the industry’s second annual DE&I survey, providing a holistic view of progress in the area of diversity, equity and inclusion. The aim of the survey – conducted in partnership with Mediai and completed by 2,203 individuals working in Australian media agencies – is […]
Ethical Cosmetics Company Lush Closes All Social Media Accounts
Ethical cosmetics chain Lush has boycotted social media over concerns it is having a negative impact on teenagers’ mental health. The cosmetics company closed down all it’s social media accounts last week, consisting of Instagram, Facebook and Snapchat. It’s a pretty big deal considering The Guardian, reported that Lush has amassed over 10 million followers […]
Cummins&Partners’ Paul Murphy Joins iProspect As Its Melbourne MD
Oliver Rapson, CEO iProspect Australia, has announced today the appointment of Paul Murphy as Managing Director, iProspect Melbourne, a new position for the office.
UnLtd Announces Open Applications For 2022 ‘Ambassador For Good’ Program
UnLtd and Yahoo’s inaugural Ambassador for Good program has come to a close for 2021, with the call for applications being sent out for next year. From over 80 applicants, 16 individuals from across the industry were selected into the launch initiative to use their skills and networks for good. Over the past year, the […]
Celeste Barber Teams Up With Bras N Things For A Relatable Lingerie Collection
Comedian and social media star, Celeste Barber has collaborated with lingerie brand Bras N Things for a relatable and wearable lingerie collection. Barber’s collaboration with Bras N Things is bright, vibrant and fun. It’s relaxed and comfortable but there is also plenty of drama and sass. Barber worked closely with the Bras N Things team […]
Creator Company Jellysmack Expands ANZ Team
Global creator company Jellysmack has announced its latest Australia and New Zealand team members as the company accelerates its growth plans in the region. Last month, Jellysmack launched its popular creator program in Australia and New Zealand and prioritised the region as a key growth market within the $US100 billion creator economy. The VC-backed technology […]
Exceptional Alien Joins Forces With Tourism NZ Launching Aotearoa Country Special
As this press photo taken in Clovelly, Sydney, will attest, NZ may be the last place on earth we're allowed to enter.
Mix 94.5 Partner With Starcom For Masters ‘Milk Carton’ Regatta
Bega’s flavoured milk brand, Masters, saw the return of its iconic Western Australian event over the weekend, with locals taking to the water at Hillary’s Boat Harbour in Perth, to race watercrafts made from Masters milk cartons. The ‘Masters Milk Regatta’ this year partnered with SCA’s Mix 94.5 station – with Starcom overseeing media strategy, […]
Love Island Australia Dumpees Join Tinder For One Night Of Swipes
Three dumped islanders from the Love Island Australia Villa will be joining Tinder for an exclusive in-app experience, ‘Swipe Island’, looking for another chance to find their lucky match. Between 6pm-11pm tonight, Aussie Tinder members will have the final chance to participate in the virtual ‘Swipe Island’ experience and match with ex Villa babes including […]
Nestlé Australia Announces Switch To 100 Per Cent Renewable Energy
Nestlé Australia has announced it is switching to renewable energy, meaning Aussie favourites, KitKat, Milo, Allen’s, Uncle Toby’s and Purina will now be made at 100 per cent renewable energy-powered factories. Nestlé Australia’s announcement comes four years ahead of its original global target of 2025. The company partnered with CWP Renewables to make its first renewable power […]
“It’s An Important Win For Seven” Seven’s James Warburton On The Networks 2021 Ratings Win
Seven boss chats with B&T on 2021 ratings win. Although we suspect he may have been looking at new Ferraris online.
“We Don’t Create Content For Total People!” Nine’s Michael Stephenson
B&T always loves a chat with Nine's Michael "Stevo" Stephenson. Although he does ask we call him Mr Stephenson.
Cocogun And UTS Announce New Scholarship For Indigenous Creative Students
It may be Australia's ugliest university, but UTS is proving its still has a heart of gold with this top initiative.
Why We Need More I In Team
Here's a top piece by the Ad Council's Hannah Sturrock that deserves your attention. Well, more than a passing glance.
Audience Group Among Several Agencies To Make AFR’s Fast 100 List For 2021
In good news for the industry, a number of agencies make the AFR's Fast 100 list. Still, not as many as tech companies.
TV Ratings Yearly Wrap: Seven Wins Eyeballs & Nine Claims Demos
Seven crowned 2021's ratings winner. Not stopping Nine execs doing their best to get their bonuses by claiming demos.
