As trust in traditional search engines and brands declines, consumers are turning to online communities like Reddit for product recommendations. The rise of social media, influencer marketing, and concerns about paid ads and fake reviews are driving this shift. Reddit's user-generated content and perceived authenticity are proving more influential than traditional marketing for younger generations.
. Where a simple Google search may have once been enough to find the perfect T-shirt, moisturiser or backpack, now, you’ve got to wade through a lot of slop to find a fit.
Zach Edwards, a cultural strategist at Keep Left agency, says that consumers today are smarter, in turn making it harder for brands to break through., sheds a light on the methods used by companies such as Apple and Amazon to manipulate consumers into purchasing more.on the changing digital landscape. In it, 72 per cent of Gen Zs surveyed said they found peer recommendations more influential than traditional marketing.
“Consumers can find tailored and niche advice and recommendations in specialised subreddits with people who have a strong interest in that particular topic,” he says.
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