Sprout Social Expands Reddit Partnership for Brand Insights
Sprout Social has launched new AI-powered solutions and an expanded partnership with Reddit. The collaboration aims to help brands use Reddit for discovery and customer engagement. The move highlights the growing importance of community platforms for gathering insights to shape messaging for developer, IT, and business audiences.
- The expanded partnership will, for the first time, allow brands to manage their owned subreddits, publish to their profiles, and filter listening data directly from Sprout Social's Smart Inbox. Later in the year, the platform will also enable engagement with public subreddit conversations. - This collaboration is part of a broader trend of platforms tapping into Reddit's data; Google, for instance, has a content licensing deal with Reddit valued at around $60 million per year to train its AI models. - Reddit's value to brands is underscored by its user behavior, with 88% of users utilizing the platform to help make purchase decisions. This has led to an increase in users appending "Reddit" to their search queries to find authentic, human-generated insights. - Sprout Social's new AI features are not limited to the Reddit partnership and include "Recruit," a tool for creator management, and the "Trellis Monitoring Agent for NewsWhip" to identify emerging trends. The company has also been integrating AI, including OpenAI's GPT model, for features like Smart Query Suggestions and enhanced sentiment analysis. - Brands like Purple Mattress and Mint Mobile have successfully used Reddit by creating their own subreddits to engage directly with customers, gathering insights and building community. - Sprout Social has projected total revenue for the full fiscal year 2025 to be between $448.9 million and $453.9 million. For the fourth quarter of 2025, the company announced it expects revenue and income to exceed its previous outlook. - Reddit's daily active users have climbed to over 110 million, and the platform has more than 100,000 active communities, making it a rich source of consumer conversations. - The move comes after Reddit implemented significant changes to its API policy in mid-2023, introducing fees for high-volume data usage which impacted several third-party applications.
