The ‘Reddit Radar Report’

This week, Reddit published a 20 page report which used data collated from over 100k communities. It’s entitled ‘The Rebalancing Act, Pandemic Trends That Are Here To Stay’.

I know what you’re thinking – Reddit is just an American site isn’t it? And probably not relevant to the typical person who engages in the UK culture and heritage sector. Yes, over 50% of Reddit’s 52 million users are from the USA. Only 8% are from the UK, a paltry 4.2 million users (hang on). 

But what this report does is hone in on cultural trends emerging from Reddit’s communities. And following the impact of Covid-19, the world got a bit smaller in 2020 when it comes to shared experiences. 

Let’s look at the headlines. The report classes user activity in to four key categories:

Following the pandemic, users are actively trying to manage their mental health in a positive way. That might be through meditation, or hobbies which help them switch off and focus the mind (knitting, for example). 

Now we have the poetic pursuit of experience and escape. Users are seeking a version of an idyllic past where they can connect with nature and leave the urban jungle behind. This follows an increase in work-from-home life, where the commute is gone and the opportunity to set up your laptop anywhere entices people. 

The third key trend is another result of working from home and being confined there – improving our homes. This is a space to take note of. It’s not just the traditional home improvement (DIY/decor) that people are talking about, but how to bring experiences and events ‘in house’. People are investing in home entertainment systems to bring theatre, music and cinema experiences to them. They are upskilling themselves in cocktail making, cooking and coffee brewing to elevate their experience. They want workshops delivered at home, to fit into a packed schedule and kids activities that don’t require wrestling them into the car. 

Lastly, with little surprise, we have a rising trend in mindful shopping and spending. Users are seeking ways to improve their carbon footprint and reduce their consumption of material goods. Thrifting, upcycling, real cycling, no car or low car – these are the tips and tricks users are looking for. And crucially, this is what concerns them when making buying decisions.

It’s all about adapting your offer to suit these changing needs. Some of our clients are already excelling at this – our upcoming Heritage Briefing will share how one visitor attraction melded nature into their digital platforms to great success. 

As you’ll now see, these trends feel familiar and make sense. What is happening on one of the big social media networks will be happening elsewhere. Like I said at the start, the world isn’t as big as it used to be.  

You can read the full Reddit Radar Report for more information and some useful tips. If you have any questions, drop me an email at [email protected]