Vendor reportSprout Social, 2026

On Reddit, customer support beats publishing for brand presence

Engagement & rituals

Brand activity	Share of users (%)
Providing customer service and support	21%
Sharing educational product information	16%
Posting entertaining content	14%
I do not want companies showing up on Reddit	14%
Managing smaller communities	11%

How users want brands to show up on Reddit

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This table shows the share of users who want brands on Reddit for providing customer service and support 21%, sharing educational product information 16%, posting entertaining content 14%, managing smaller communities 11%, while 14% say they do not want companies showing up on Reddit. The report does not state the base size for Reddit users specifically.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

87%

of customers say it's essential to offer an option to reach a human agent when using AI

53%

of customers would consider switching to a competitor if a company uses AI for customer service

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Among customers unwilling to use AI in service, the most common thing that would change their mind is being able to switch to a human, named by 33%, ahead of accurate information at 20%

Factors that would make customers willing to engage with GenAI
Factor	Share of customers (%)
The ability to switch to a human representative if needed	33%
Accurate and reliable information	20%
Made tasks easier to accomplish	18%
Improved the speed of customer service	18%
24/7 availability	16%
Provided me with personalized responses	14%
Assurance my personal data is protected	12%
Educated me about a product or service	7%

Open full graph

14%

of users say they do not want brands on Reddit at all

54%

of Reddit users are most likely to engage with user-generated content from brands

On Reddit, customer support beats publishing for brand presence

Good for

Not for

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