Reddit: The member insight tool you’re probably ignoring

When you think about platforms that can help you understand your members better, Reddit probably isn’t the first that comes to mind. In fact, it might not be on your radar at all.

We get it—Reddit has a reputation. It’s known for internet debates, meme culture, and niche hobbyists. But beneath the noise is something far more valuable: candid conversations from real people, many of whom are early-career professionals navigating their industries.

And in a recent national study we conducted to better understand how associations can reach the next generation of members, we found that Reddit ranked as the third most common social platform young professionals use to find career-related content. If you're not already using Reddit to inform your member strategy, this might be the blind spot worth paying attention to.

Reddit's value in market research

While Reddit may not be as top-of-mind as Instagram or LinkedIn, it's still noteworthy. Why? Because its subreddits (topic-based forums) create space for niche, unfiltered conversations that often reveal exactly what people are thinking but not saying elsewhere.

These aren’t polished LinkedIn posts or curated Instagram stories. They’re real questions, real pain points, and real experiences—all of which offer powerful insight into what young professionals want and where associations can fill the gaps.

Reddit has over 73 million daily active users and over 100,000 active communities, making it one of the largest platforms for user-driven dialogue. This scale is exactly what makes it such a rich resource for associations conducting market research.

Reddit offers a space where people naturally gather in a relaxed environment to discuss industry-relevant topics. These spaces foster open, transparent conversations, making users more receptive to feedback and peer insights. This is a valuable space for associations to listen, learn, and engage.

Frank Rosenstern, Vice President of Client Services at Multiview

What associations can learn from Reddit communities

If your association already hosts chat rooms or discussion boards, you’re familiar with the value of member-driven dialogue. Reddit offers that same dynamic—at scale, across professions, and with a level of candor that’s often hard to replicate in owned spaces.

1) What topics are trending in your industry
Subreddits like r/engineering, r/nursing, or r/marketing often include discussions about certifications, new technologies, job hunting, or education gaps. Associations can monitor these to see what people are curious about or frustrated by and create content that directly addresses those needs.

2) What language your audience uses
The way people talk on Reddit is often more candid and casual than in formal settings. By paying attention to the words they use to describe their challenges or goals, associations can mirror that language in their messaging to help your message land more effectively.

3) Where the gaps are
When young professionals are actively seeking guidance or support, associations have an opportunity to step in with resources—whether that’s a mentorship panel, a certification guide, or a job-hunting toolkit.

How associations can use Reddit for member insights

You don’t need a branded Reddit account to benefit from the platform. In fact, most of the value lies in strategic observation. Here’s how we recommend associations get started:

1) Identify relevant subreddits
Look for communities connected to your industry, member demographics, or shared interests. Start with a broad search, then drill down.

2) Set up a weekly listening habit
Assign someone on your team to spend 20–30 minutes a week reading posts in your selected subreddits. Look for common themes, repeated questions, or posts with lots of upvotes and comments.

3) Document insights
Create a shared doc to track what you find. Over time, you’ll build a qualitative research library that can inform everything from your blog topics to your program design.

4) Use what you learn
Use language and concerns from Reddit threads to shape your content calendar, messaging, and event themes. If members on Reddit are struggling to find entry-level jobs, why not create a resource guide or mentorship panel focused on that exact challenge?

Bonus: exploring paid advertising on Reddit

If you’re further along in your strategy and want to experiment with paid promotion, Reddit can also serve as a highly targeted advertising platform. Its structure allows you to:

Reach niche audiences within specific subreddits
Run promoted posts that blend in with native discussions
Spark interest without sounding overly salesy

That said, authenticity is key. Reddit users are sensitive to tone and transparency. Ads or sponsored content should always provide clear value and avoid “marketing speak.”

Let's bring your strategy closer to the conversation

At Multiview, we believe good marketing starts with understanding your audience. We're here to help associations connect with the next generation of professionals by turning insight into action. Our latest research report, Voice of the Member: What Young Professionals Want, Need and Expect from Associations, dives even deeper into how platforms like Reddit, LinkedIn, and Instagram are shaping member expectations—and what your organization can do about it.