“This pro tool has been so helpful on what people are talking about and what’s driving the conversation and what’s getting the community hyped around skincare and trends,” Sepulveda said. “Prior to this, we didn’t have access to any of that sort of functionality. Even other tools from Instagram and TikTok don’t have trendspotting.”

The campaign generated 2.9 million views and a 90% upvote rate, above Reddit’s internal benchmark, according to Reddit. Sepulveda said Kate Somerville can use Reddit Pro not only to learn what people are talking about but to respond to the right communities in real-time.

“You can get a sense of what people are talking about,” Young said. “That gives you around how could you contribute and add value.”

Dickieson said getting social insights from Reddit seems like a useful trove for new clients. But that doesn’t necessarily translate into ad dollars.

For Breanne Morrison, practice lead at Publicis Canada, investment in Reddit has mostly stayed flat over the past year after increasing by more than 70% over 2022, ADWEEK reported previously. The agency has its own audience tools to learn which communities are best to engage within Reddit, and the new organic offerings might not move the needle toward more investment, she said.

“The listening tools are nice. We would see this mostly with the creative agencies or content teams,” Morrison said. “Historically, these tools, even if it’s a third-party tool, have been useful for brands to curate the topics they want to talk about or build those content calendars. From a paid perspective, we don’t put a lot of weight on it.”