{"id":162415,"date":"2026-06-22T10:24:36","date_gmt":"2026-06-22T15:24:36","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=162415"},"modified":"2026-06-22T10:26:23","modified_gmt":"2026-06-22T15:26:23","slug":"reddit-ai-search-consumer-trust-community-marketing","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/reddit-ai-search-consumer-trust-community-marketing\/","title":{"rendered":"From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions"},"content":{"rendered":"","protected":false},"featured_media":162409,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-162415","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260622","expert_source":"contributing_experts","author":87609,"duration":"21 minutes","title":"From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/-u1MagoBouA?si=W5xNCEoPvgp4JWIM"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/9b843cc7-833a-46d8-9aa6-5ef695ed9278\/deb88297-2b0a-4814-8bbb-a8e8f1506802\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"The internet didn\u2019t lose its human side. It just got harder to find.\r\n\r\n&nbsp;\r\n\r\nAs AI becomes a bigger part of how people search, discover, and make decisions, where do they turn when they want something more than a polished summary? Increasingly, they turn to Reddit: a place built on real conversations, lived experience, niche communities, and the kind of honesty algorithms can\u2019t easily manufacture.\r\n\r\n&nbsp;\r\n\r\nIn this episode of <em>Shift Happens<\/em>, host Nasser Sahlool is joined by Neil Cameron, Agency Development Partnership Lead \u2013 Canada at Reddit, to explore how Reddit is shaping the future of search, consumer trust, AI discovery, and community-led marketing.\r\n\r\n&nbsp;\r\n\r\nThey unpack why Reddit has evolved from the \u201cfront page of the internet\u201d into something closer to its beating heart: a place where people go to validate information, ask better questions, compare real experiences, and find perspectives they may not get from brands, influencers, or AI-generated answers.\r\n\r\n&nbsp;\r\n\r\nFrom the rise of AI search and the growing importance of human validation to the role of subreddits, recommendations, AMAs, paid media, and community-first engagement, this conversation explores how brands can show up on Reddit in ways that are useful, authentic, and additive. Because for marketers, the opportunity is not to dominate the conversation. It is to understand it, contribute to it, and earn trust in the places where decisions are already being shaped.","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"Reddit is not just where people search. It is where they validate.","tip_content":"As AI becomes a bigger part of how people discover information, consumers are not only looking for fast answers. They are looking for real ones. Reddit plays a growing role as a place where people go to compare lived experiences, ask follow-up questions, challenge polished summaries, and find perspectives that feel more human. For marketers, this means Reddit is not just another platform to monitor. It is a space where trust, context, and decision-making are actively shaped."},{"tip_image":155037,"tip_title":"AI is making human conversation more valuable, not less.","tip_content":"AI can summarize information quickly, but it cannot always capture nuance, vulnerability, or firsthand experience. That is where Reddit becomes especially powerful. In a world of clean, AI-generated responses, people still want the messy, honest, and balanced perspectives that come from real communities. For brands, the opportunity is to understand how those conversations influence consumer confidence, search behavior, and brand discovery."},{"tip_image":155037,"tip_title":"Brands need to optimize for conversation, not just keywords.","tip_content":"Reddit\u2019s influence comes from the depth and breadth of its communities, and from the way people naturally talk about products, problems, recommendations, and decisions. Neil explains that brands should move beyond thinking only in terms of keyword optimization and start thinking about how to show up where relevant conversations are already happening. Paid campaigns, thoughtful targeting, community insights, and consistent presence can all help create a stronger connection between brands and the discussions that matter."},{"tip_image":155037,"tip_title":"Success on Reddit starts with listening, humility, and value.","tip_content":"Reddit is different from traditional social platforms because communities are built around shared interests, not social graphs. That means brands cannot simply enter a space and try to dominate the conversation. They need to listen first, understand the community, and ask whether they are bringing something useful to the table. The strongest opportunities come when marketers show up with relevance, transparency, and respect for the people already shaping the conversation."}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens,\u00a0I\u2019m\u00a0Nasser\u00a0Sahlool.\u00a0Today\u00a0I'm\u00a0joined by Neil Cameron,\u00a0Agency\u00a0Development\u00a0Partnership\u00a0Lead at Reddit in Canada.\u00a0Neil works closely\u00a0with agencies and brands\u00a0to help them understand how\u00a0Reddit\u2019s\u00a0communities,\u00a0conversations and human insights\u00a0can shape smarter marketing decisions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">For years, Reddit was called\u00a0the front page of the internet,\u00a0but today\u00a0it's\u00a0becoming something bigger.\u00a0The place where people go\u00a0when they\u00a0don't\u00a0just want an answer,\u00a0they want a real one.\u00a0As AI gets better at summarizing\u00a0the internet, people are still searching\u00a0for lived experience, honest opinions,\u00a0and occasionally\u00a0a 300 common thread about which vacuum\u00a0cleaner\u00a0won't\u00a0ruin your life.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In this episode,\u00a0we'll\u00a0talk about Reddit's\u00a0role in consumer trust search,\u00a0AI discovery,\u00a0and how brands can show up in communities\u00a0without sounding like they wandered\u00a0into the wrong group chat.\u00a0Neil, welcome to Shift Happens.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you for having me.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Delighted that\u00a0you're\u00a0here.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And Reddit's an interesting one\u00a0because I think a few years ago,\u00a0I\u00a0don't\u00a0know whether we would\u00a0have had this conversation.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0it's\u00a0funny,\u00a0we've\u00a0gone\u00a0through this real kind of glow up,\u00a0which is\u00a0really interesting\u00a0because the platform's been around\u00a0for 21 years,\u00a0and I think people\u00a0kind of forget\u00a0that.\u00a0I think what's\u00a0really just\u00a0happened\u00a0is certainly\u00a0we've\u00a0launched our ads suite and ad\u00a0products, and\u00a0we\u2019re\u00a0having\u00a0more open conversations\u00a0with audiences such as yourselves.\u00a0But I think\u00a0what's\u00a0also\u00a0just amazing\u00a0just to watch, is just how many\u00a0new users\u00a0are starting to discover the platform.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0we've\u00a0had this real blow up in\u00a0sort of like\u00a0a huge growth in traffic.\u00a0And a big part of\u00a0that is driven by AI search, but also just\u00a0this real cultural shift, this real need\u00a0for like community and authenticity.\u00a0And\u00a0there's\u00a0been just such a shift,\u00a0I think.\u00a0I\u00a0don't\u00a0know if you feel this time\u00a0I\u2019m\u00a0a little tired of these,\u00a0like\u00a0\u201cme-centric\u201d\u00a0platforms,\u00a0and sometimes you just crave\u00a0a little bit of, like a\u00a0\u201cwe-centric\u201d\u00a0platform, right?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Coming together, finding your crew,\u00a0finding your people, those places\u00a0where you can just start to be a bit\u00a0more like honest and vulnerable and like,\u00a0have conversations online\u00a0that\u00a0maybe you\u00a0weren't\u00a0having before.\u00a0It's\u00a0really interesting\u00a0to watch.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, I agree.\u00a0I'm\u00a0getting\u00a0kind of emotional\u00a0here.\u00a0But\u00a0it's\u00a0interesting\u00a0because this evolution, like Reddit,\u00a0has historically been known\u00a0as the front page of the internet, right?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But the way that\u00a0you're\u00a0describing it,\u00a0it's\u00a0becoming more of the heart\u00a0of the internet.\u00a0And how do you see that\u00a0evolution and development\u00a0happening over time?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, I think by and by heart\u00a0on the internet, I think\u00a0it's\u00a0this notion\u00a0of what we were really seeing start\u00a0to happen is becoming this place of like,\u00a0we call this\u00a0like this place of validation.\u00a0Like\u00a0it's\u00a0the place you go where\u00a0it's\u00a0interesting, the role\u00a0it's\u00a0playing,\u00a0it's\u00a0where you come just to really be\u2026<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And the one thing is\u00a0it's\u00a0also by design,\u00a0which is\u00a0what's\u00a0really interesting.\u00a0People also forget that\u00a0-\u00a0that it is\u00a0an anonymous\u00a0platform\u00a0and it is truly democratic.\u00a0And\u00a0these subreddits are moderated by humans\u00a0and people that have shared passions.\u00a0So\u00a0I think\u00a0what's\u00a0really happening again,\u00a0that heart of the internet\u00a0is just that place where you can start to\u00a0be vulnerable, but also\u00a0validate\u00a0again,\u00a0where\u00a0there's\u00a0such\u00a0an onslaught of information\u00a0that\u00a0we're\u00a0facing at such a fast clip.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think\u00a0what's\u00a0also happening with AI is\u00a0we get these perfectly like\u00a0crystallized responses\u00a0to our queries, right?\u00a0And we want the validation.\u00a0We want to kind of poke the holes, right.\u00a0We want to start to banter\u00a0and\u00a0actually dig\u00a0a little deeper.\u00a0So\u00a0what's\u00a0also interesting\u00a0is that sort of interplay of,\u00a0we're\u00a0in this now new reality where we get\u00a0these beautiful AI wrapped up summaries\u00a0of things, and\u00a0it's\u00a0great for some things,\u00a0but sometimes\u00a0it's\u00a0just not enough.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think\u00a0what's\u00a0also\u00a0we're\u00a0all missing\u00a0more and more\u00a0is that real,\u00a0like vulnerable lived experience\u00a0and that honesty.\u00a0Like\u00a0I think our CEO\u00a0said this\u00a0and\u00a0it's\u00a0such a weird statement to make.\u00a0But he was like, we all have a weird rash,\u00a0but we\u00a0don't\u00a0all feel comfortable\u00a0talking about it online.\u00a0And like, Reddit's\u00a0that\u00a0one place\u00a0where people can just\u00a0sort of like\u00a0drop the facade and just like,\u00a0get real with one another.\u00a0It's\u00a0such a funny way to think about it,\u00a0but\u00a0it's\u00a0true.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I really hope that based on what\u00a0the example that you just gave,\u00a0that my anonymity in Reddit\u00a0hasn't\u00a0been compromised.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It has not.\u00a0And I think, again, it just gives people\u00a0just such a different permission.\u00a0And\u00a0so\u00a0I think that's\u00a0what's\u00a0really changed.\u00a0And again, I think\u00a0it's\u00a0a shift\u00a0because of technology, but\u00a0also just like a shift in mindset and just\u00a0what's\u00a0happening culturally as well.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0it is interesting because and I'd like\u00a0to explore this more, this idea of,\u00a0you know,\u00a0at the time where, where we have these\u00a0AI summaries and this explosion\u00a0and interest around\u00a0AI driven discovery of brands,\u00a0why are people using Reddit\u00a0more and more?\u00a0What is the relationship\u00a0that\u00a0they're\u00a0building there\u00a0that\u00a0they're\u00a0not getting out of the\u00a0AI platforms?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think\u00a0it's\u00a0that balanced perspective.\u00a0And I think\u00a0that's\u00a0what,\u00a0you know, sometimes with AI search is it\u00a0just gives you this beautiful, harmonious,\u00a0just\u00a0sort of like\u00a0wrapped up in a bow.\u00a0And we\u00a0don't\u00a0want all that, right?\u00a0Like we want to have\u00a0that balanced perspective.\u00a0But again, recognizing\u00a0like just how unique each of us are.\u00a0And\u00a0so\u00a0I think\u00a0it's\u00a0about that.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0about\u00a0sort of like\u00a0delving deeper,\u00a0finding a bit of your tribe.\u00a0I mean,\u00a0there's\u00a0over 100,000 plus\u00a0active communities.\u00a0And I think\u00a0that's\u00a0what people also forget.\u00a0I think community\u00a0also is such a term\u00a0we throw around in such a,\u00a0especially in the digital age,\u00a0about so many different platforms.\u00a0And we forget like there's some real\u00a0niche\u00a0niche\u00a0sub\u00a0sub\u00a0sub\u00a0sub\u00a0sub\u00a0communities\u00a0that exist\u00a0that are\u00a0really vibrant\u00a0and\u00a0really healthy\u00a0and really\u00a0sort of thrive.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay, so give me\u2026.\u00a0I\u2019m\u00a0sure you said in the office\u00a0on certain days,\u00a0and\u00a0you're\u00a0like, guys,\u00a0are you aware of this community?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Like did you know about running with dogs?\u00a0Like\u00a0there's\u00a0just a community of people\u00a0and like, are just so passionate\u00a0about running with dogs.\u00a0So\u00a0these are runners. But like,\u00a0it's\u00a0not just like a running forum.\u00a0It's\u00a0like running with your dog.\u00a0And one of the best examples\u00a0I've\u00a0ever seen of a marketer\u00a0that really understood this notion\u00a0of community and social listening.\u00a0Puma ran a campaign in this community,\u00a0and that ad was they just showed\u00a0photos of dogs and they were just like,\u00a0we love dogs as much as you do.\u00a0So\u00a0we're\u00a0not going to show you\u00a0photos of shoes.\u00a0Like\u00a0essentially was\u00a0like the net\u00a0net.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It was really that notion of\u00a0I think sometimes\u00a0what's\u00a0so powerful is\u00a0when brands realize sometimes\u00a0you just got to hand your flowers right.\u00a0Recognize and celebrate the conversation\u00a0that's\u00a0going on\u00a0and not trying to insert\u00a0yourself,\u00a0but\u00a0just show up where people are having\u00a0the conversations.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'm\u00a0not even going to look at the running\u00a0with dogs because I have a fat\u00a0beagle.\u00a0For me, running\u00a0with\u00a0dogs would mean carrying my\u00a0dog.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0that's\u00a0not healthy.\u00a0That\u00a0can't\u00a0be good for you.\u00a0It\u00a0can't\u00a0be good for either\u00a0of you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No not for his\u00a0self esteem\u00a0either.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, and not for yours either.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0let's\u00a0continue down this vein\u00a0because we talk about AI search.\u00a0And\u00a0certainly\u00a0from our experience at\u00a0DAC,\u00a0we've\u00a0seen enormous correlation between,\u00a0you know,\u00a0Reddit engagement and visibility\u00a0and visibility in AI search.\u00a0Why do you think it influences\u00a0visibility and discoverability\u00a0for brands in other platforms so much?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I mean, I think part of it is\u2026I mean,\u00a0I think there's a couple\u00a0things. Because\u00a0there's\u00a0definitely\u00a0some\u00a0misnomers,\u00a0and I do find some brands\u00a0get a little overly excited\u00a0because we\u00a0don't\u00a0know\u00a0what's\u00a0going to get picked up\u00a0and\u00a0what's\u00a0going to get sourced\u00a0and spit out an AI.\u00a0And so, you know, unfortunately,\u00a0I\u00a0can't\u00a0make any promises or guarantees.\u00a0I think, first off, why\u00a0a lot of conversation Reddit gets cited\u00a0for stuff\u00a0is just the depth and the breadth of it.\u00a0And again,\u00a0the fact that it is\u00a0real human language\u00a0and that it is conversational.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">What we always say to brands, though,\u00a0is that there is a flywheel, which is that\u00a0by being active, by advertising,\u00a0by being where the discussion\u00a0is happening, it facilitates\u00a0more of that conversation that will\u00a0hopefully get picked up and cited.\u00a0But\u00a0we've\u00a0done a ton of research\u00a0and\u00a0it's\u00a0amazing is what\u00a0we've\u00a0also found\u00a0is being the loudest or being the newest\u00a0or the latest conversation\u00a0doesn\u2019t\u00a0necessarily guarantee what gets cited.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0we just say, you know, to brands,\u00a0start to think about moving away\u00a0from\u00a0optimizing\u00a0to keyword, start\u00a0optimizing\u00a0towards conversation.\u00a0You know, be active\u00a0-\u00a0\u00a0like\u00a0run paid campaigns\u00a0where these discussions are happening\u00a0and it creates this natural flywheel\u00a0that will hopefully happen.\u00a0But again, it is wild. I\u00a0don't\u00a0know\u00a0what your experience has been like.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, no definitely.\u00a0And this idea of\u2026\u00a0it's\u00a0not just a\u00a0one-off\u00a0right consistency of showing\u00a0up, showing up in different mechanisms\u00a0and tactics within the Reddit ecosystem.\u00a0Again,\u00a0we talk about correlation\u00a0as opposed to causation\u00a0as far as this is concerned.\u00a0But\u00a0we've\u00a0definitely seen\u00a0the impact\u00a0that it has.\u00a0And for us\u00a0it's\u00a0been fascinating\u00a0how Reddit has become more prominent\u00a0in a lot of advertisers and brands minds\u00a0precisely for this reason.\u00a0Even though\u00a0there's\u00a0no guarantees\u00a0and all of that,\u00a0but just the knowledge\u00a0that this is a necessary thing to do.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0yeah. For sure.\u00a0I also think, again,\u00a0it's\u00a0just like being where\u00a0the conversation is happening, like,\u00a0why wouldn't you want to be there?\u00a0Like\u00a0there's\u00a0such like robust\u00a0like parenting communities.\u00a0Why wouldn't you want to be there\u00a0where that conversation is happening?\u00a0But we also have\u00a0a lot of playbooks about then\u00a0like how to show up and like,\u00a0what does that look like? And\u00a0it's\u00a0not\u00a0an easy formula, but like\u00a0there's\u00a0definitely a\u00a0ton of tips.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Again,\u00a0part of it is just like listening, right?\u00a0Like showing up and listening,\u00a0thinking about your messaging,\u00a0and are you being additive\u00a0and are you bringing value? But\u00a0also\u00a0being\u00a0really strategic.\u00a0Now\u00a0I'm\u00a0becoming a hype man, but like some of our tools\u00a0are just so incredible\u00a0and some of like our ad products\u00a0and ad suite in terms of your ability\u00a0to\u00a0target by keyword,\u00a0you can build negative targeting\u00a0list,\u00a0keyword exclusion\u2026<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0thinking about\u00a0all of\u00a0those strategies\u00a0and marrying it together, I find, is\u00a0where it becomes like the special sauce. Like Canada Goose,\u00a0does it just like\u2026chef's kiss\u00a0beautifully in the understanding of\u00a0different communities,\u00a0talking about luxury and fashion\u00a0and running brand campaigns,\u00a0but then pairing it with like some keyword\u00a0targeting and dynamic product\u00a0ads and retargeting.\u00a0I think\u00a0that's\u00a0the way to start\u00a0to look at it.\u00a0I think some brands just,\u00a0you know, they just want to come\u00a0in, dominate.\u00a0It's\u00a0like\u00a0it's\u00a0not about that takes time.\u00a0But\u00a0there's\u00a0such an impressive suite\u00a0of solutions that really encourage\u00a0brands to do that.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And what has been the impact\u00a0as far as Canada Goose is concerned?\u00a0Because like you say, Reddit is\u00a0very different\u00a0from traditional social platforms.\u00a0It's\u00a0funny that\u00a0we're\u00a0talking\u00a0about traditional social platforms\u00a0for a\u00a0thing\u00a0that's\u00a0only a few years old\u00a0right? But it is different.\u00a0Can you talk about how\u00a0it's\u00a0different\u00a0and what they have done to\u00a0kind of\u00a0treat\u00a0it as its own thing\u00a0and not just come in and try\u00a0to dominate the conversation\u00a0in ways that you can in other platforms.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think\u00a0very different\u00a0in the sense of\u00a0some of the things of just by the design.\u00a0So\u00a0the fact that again, it is anonymous,\u00a0that\u00a0it's\u00a0community-based,\u00a0the fact that it is democratic,\u00a0that there\u00a0isn't\u00a0a social graph,\u00a0there\u00a0isn't\u00a0an algorithm that fuels it.\u00a0The community upvotes and down votes\u00a0content based on\u00a0what they feel is most relevant\u00a0and most valuable to one another.\u00a0I think\u00a0what's\u00a0also interesting\u00a0and different is, again,\u00a0that\u00a0sort of how\u00a0people show up on\u00a0the platform is\u00a0it's\u00a0wild.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's\u00a0a stat that every two seconds\u00a0someone will ask on Reddit\u00a0for a recommendation,\u00a0and that average two second\u00a0ask for recommendation\u00a0is met with 14 responses.\u00a0\u00a0Which is wild.\u00a0Just to think of like that dynamic of\u00a0like building and supporting one another.\u00a0So\u00a0I think in that sense\u00a0it's\u00a0very different\u00a0than other platforms.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think what\u00a0is fascinating<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">about this conversation is fundamentally<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">how people-based<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">everything is in an environment where<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">so much is going to the machine, right.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">You see other social media platforms<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">who proudly talk about the fact<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">that they're aggressively<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">moving into much more<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">AI-driven experiences,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">whether it's on the advertiser side or<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">the content or creative side,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">and you seem to be<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">making your bet that\u00a0no,\u00a0people<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">still want to connect with people.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">People still want to connect with people.\u00a0Don't\u00a0get me wrong, we have you know,\u00a0we are thinking about the role of AI,\u00a0especially\u00a0to\u00a0help empower and enable\u00a0advertisers.\u00a0Again, as we talk about like this\u00a0massive platform,\u00a0how do you address people at scale?\u00a0How do you\u00a0optimize\u00a0it\u00a0like all those things?\u00a0So\u00a0we are investing in AI in that sense.\u00a0But\u00a0yeah, we really do value this, like\u00a0really human,\u00a0person to person, self-moderated environment.\u00a0It's\u00a0really amazing\u00a0to see.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think again,\u00a0what's\u00a0also interesting\u00a0is just how\u00a0it's\u00a0such a strong text-based platform.\u00a0But that means that there's\u00a0so much more opportunity\u00a0but also control as well, which is\u00a0what's\u00a0also\u00a0really interesting\u00a0to look at.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0interesting.\u00a0You use the word control\u00a0because\u00a0that's\u00a0generally the\u00a0perception\u00a0is\u00a0that there is a lack of control\u00a0when it comes to this kind of community-based environment.\u00a0So\u00a0let me ask you this question.\u00a0What do you see\u00a0are the common mistakes that brands\u00a0make when they try to engage\u00a0with Reddit?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, I mean,\u00a0I think the most common mistake\u00a0first\u00a0off is,\u00a0brands right out the gate\u00a0are\u00a0like, I need an organic strategy,\u00a0and I need to come in,\u00a0I need to own this, and now do I need to moderate?\u00a0It's\u00a0like, take a breath, like pause.\u00a0One thing\u00a0I say is like,\u00a0Reddit\u00a0is the greatest free focus group\u00a0that's\u00a0ever existed out there.\u00a0So\u00a0you're welcome.\u00a0To the brands out there, you're welcome.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I would say like first off,\u00a0just start running some ads\u00a0and really thinking about your messaging\u00a0and ask yourself some questions like, \u201cAre we bringing value to the table?\u201d\u00a0And also\u00a0again, really\u00a0think about like your targeting strategy.\u00a0Like\u00a0what is the relationship\u00a0we want to have because\u00a0there are some very niche communities\u00a0or\u00a0there's\u00a0some very broader communities.\u00a0So\u00a0thinking about that, thinking\u00a0about\u00a0how you want to target.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The other thing is also, again, challenge\u00a0your notion\u00a0of traditional social platforms.\u00a0Some of our view through rates, we have things like free form ads\u00a0where brands can\u00a0literally upload\u00a0a blog post\u00a0and people will read it on Reddit.\u00a0Like, it is\u00a0really amazing. Like some of those traditional stats\u00a0or metrics that\u00a0we're\u00a0used to seeing\u00a0sort of establishes\u00a0a bit of a norm.\u00a0We see\u00a0very different\u00a0metrics\u00a0on the platform.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So sometimes\u00a0we'll\u00a0see like view through\u00a0rates,\u00a0you're\u00a0like, that is\u00a0really impressive.\u00a0Someone spent that much time looking at\u00a0my ad,\u00a0you're\u00a0like,\u00a0yeah, you did, because you were targeting\u00a0to\u00a0a very specific\u00a0community.\u00a0You showed up, you brought value,\u00a0and you gave them\u00a0a ton of\u00a0really useful\u00a0content.\u00a0And I think\u00a0that's\u00a0the other thing is,\u00a0I would encourage brands sometimes is\u2026\u00a0you got to like crawl, walk,\u00a0run\u00a0and\u00a0don't\u00a0bring those preconceived\u00a0notions and preconceived\u00a0proxy metrics to the platform\u00a0because\u00a0it\u00a0can be\u00a0really surprising.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I want to go back to this idea\u00a0of how you differentiate yourself\u00a0from other platforms,\u00a0other social platforms.\u00a0And the interesting thing\u00a0about how\u00a0you're\u00a0so human led,\u00a0the implication is that you help\u00a0shape culture, right?\u00a0Or\u00a0you're\u00a0a reflection of culture.\u00a0And I find that interesting\u00a0because if we think about culture,\u00a0a lot of cultural movements\u00a0or a lot of cultural moments\u00a0in social media, you know,\u00a0you hear about doing it for the gram\u00a0and that kind of thing, right?\u00a0Can you point to how Reddit influences\u00a0these kinds of moments\u00a0and movements as well,\u00a0because it feels a little bit\u00a0more under the surface.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think so.\u00a0And I think, again, it comes down\u00a0to the difference of\u00a0\u201cme versus we\u201d.\u00a0So\u00a0in the sense that I think it is\u00a0about yes, it does shape culture,\u00a0but in a way where it's a bit more\u00a0deconstructing,\u00a0breaking it down a little bit,\u00a0having a conversation about it,\u00a0getting a little bit more real about it,\u00a0versus I would say sometimes\u00a0the artifice of culture,\u00a0which is very outward presenting.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Because again,\u00a0it's\u00a0not about the fame,\u00a0right?\u00a0It's\u00a0about the support.\u00a0And at the same\u00a0time and again,\u00a0I'm\u00a0pretty new\u00a0to working\u00a0for the organization.\u00a0It's\u00a0fascinating,\u00a0I\u00a0didn't\u00a0realize this,\u00a0like some of the moderators of\u00a0some of these subreddits are pretty\u2026 they like they have some swag,\u00a0like they have some swagger as well.\u00a0So\u00a0I will also say it depends.\u00a0Also, I would say by the community\u00a0and by the subset as well.\u00a0But like I\u00a0didn't\u00a0realize this.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Like someone was like:\u00a0\u201cyou know,\u00a0the moderator of the Toronto Raptors?\u201d I\u00a0was like\u00a0yeah,\u00a0I think I\u00a0met him once. And\u00a0someone's\u00a0like, can I get an\u00a0autograph?\u00a0Like\u00a0you want an autograph?\u00a0Like, not quite.\u00a0But like I will say this, I think\u00a0that's\u00a0the one thing I\u00a0actually think\u00a0is interesting is that it certainly will vary by community.\u00a0But I\u00a0think again,\u00a0there's\u00a0a lot more of the\u00a0like breaking it down\u00a0and shaping culture in\u00a0a different way.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think\u00a0it's\u00a0probably a\u00a0bit\u00a0more of an authentic way, but more out of\u00a0a collective way versus\u00a0someone saying definitively, this is it.\u00a0It's\u00a0kind of people\u00a0coming to\u00a0a bit more of a negotiation and\u00a0a consensus around culture, I would say.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you may be biased,\u00a0but which one has more swag?\u00a0Wikipedia editor\u00a0or\u00a0Reddit moderator?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I\u00a0don't\u00a0know, I\u00a0don't\u00a0know.\u00a0We'll\u00a0have to go to like,\u00a0is there like a Reddit-Con\u00a0or Wikipedia-Con?\u00a0I\u00a0don't\u00a0know,\u00a0we'll\u00a0see.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You should\u00a0ask that question.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We should host one or something.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0a great idea.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah. Thank you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0one of the questions\u00a0that I have,\u00a0thinking about a lot of\u00a0our\u00a0the\u00a0brands that we work\u00a0with, multi-location businesses,\u00a0service-based businesses,\u00a0where are the biggest opportunities\u00a0that you see for those kinds of businesses\u00a0in an environment like\u00a0Reddit?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah\u00a0I mean\u00a0what's\u00a0interesting first off\u00a0is I always say this to any brand,\u00a0any marketer, even to you as an agency,\u00a0I'm\u00a0like start to play around with that.\u00a0You would\u00a0actually be\u00a0surprised.\u00a0Like there\u00a0might already be an existing community\u00a0about these retailers,\u00a0these\u00a0multi-location retailers.\u00a0There might be an entire fan base\u00a0that's\u00a0already doing a lot of work on\u00a0their behalf. Like you're welcome.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But\u00a0also\u00a0sometimes\u00a0there's regional subreddits.\u00a0I think, again, part of I would just say\u00a0is like the place to start\u00a0is just by doing some discovery,\u00a0playing around in the\u00a0app\u00a0and seeing the different communities\u00a0that exist,\u00a0and\u00a0you'll\u00a0actually be\u00a0kind of surprised.\u00a0You might be like,\u00a0well, the job's already\u00a0kind\u00a0of starting\u00a0to be done for us, right?\u00a0What was fascinating\u00a0and\u00a0it's\u00a0not really multi\u00a0retail, but a perfect example\u00a0which I thought was amazing was EQ\u00a0Bank.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0here's\u00a0a bank that prides itself\u00a0on being\u00a0an innovator,\u00a0a leader in a lot of ways.\u00a0And they ran what we have\u00a0which is\u00a0very unique\u00a0to our platform.\u00a0It's\u00a0called an AMA.\u00a0It's\u00a0an\u00a0\u201cAsk\u00a0Me Anything.\u201d\u00a0And their VP product went live on Reddit\u00a0and was just like,\u00a0what do you want to know?\u00a0Like,\u00a0how should we be building our product?\u00a0What questions do you have?\u00a0What's\u00a0no one ever been able\u00a0to answer for you?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think that is an example\u00a0of just like that's so amazing\u00a0and so powerful is that is when brands\u00a0especially like some of the clients\u00a0you're working with, it's like,\u00a0start doing\u00a0\u201cAsk\u00a0Me\u00a0Anything\u201d\u00a0like be transparent,\u00a0be open,\u00a0bring people into your organization,\u00a0like have a\u00a0conversation.\u00a0And there's tons of tools and solutions\u00a0behind it.\u00a0It's\u00a0moderated, like all that good stuff.\u00a0It's\u00a0not completely like throwing,\u00a0you know, throwing yourself out there.\u00a0But\u00a0I think that\u00a0is can be such a powerful, powerful tool.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No doubt.\u00a0So\u00a0there's\u00a0the shift.\u00a0Reddit\u00a0isn't\u00a0just where culture shows up,\u00a0it's\u00a0where decisions\u00a0get shaped.\u00a0As AI answers faster, human conversations are becoming more\u00a0valuable because people still want trust. They want lived experiences,\u00a0and the kind of honesty\u00a0that no brand guideline\u00a0can fully manufacture.\u00a0For marketers, the opportunity\u00a0isn't\u00a0to interrupt these conversations,\u00a0it's\u00a0to understand them.\u00a0It's\u00a0to contribute to them,\u00a0and to show up with enough humility\u00a0and not get roasted in the comments.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now\u00a0make it happen. Follow\u00a0Shift Happens, leave us a review, and share this episode with your team.\u00a0If you have questions for the podcast,\u00a0email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0We'd\u00a0love to hear from you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Neil, thank you very much for joining us.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you for having me.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And consider this your own private\u00a0\u201cAsk\u00a0Me\u00a0Anything.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Neil:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Done. Love it. Thank you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you very much for joining us.\u00a0I'm\u00a0Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:264}\">\u00a0<\/span>","contributing_experts":null,"external_links":{"youtube_link":"https:\/\/youtu.be\/-u1MagoBouA?si=W5xNCEoPvgp4JWIM ","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/5nTgW0f36IH3OTzXIIX2tk?si=2f27bd836a7c42b9 "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions | DAC<\/title>\n<meta name=\"description\" content=\"In DAC\u2019s Shift Happens podcast, Neil Cameron of Reddit explores how communities, AI search, and real conversations are changing how consumers build trust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/reddit-ai-search-consumer-trust-community-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions | DAC\" \/>\n<meta property=\"og:description\" content=\"In DAC\u2019s Shift Happens podcast, Neil Cameron of Reddit explores how communities, AI search, and real conversations are changing how consumers build trust.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/reddit-ai-search-consumer-trust-community-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-22T15:26:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/ShiftHappens-Episode15-BlogBanner.jpg\" \/>\n\t<meta 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