Bing strikes search results deal with Reddit

Search engine Bing recently unveiled plans to improve their overall search experience through a partnership with Reddit. Having struck a deal with the social network, Bing will now feature Reddit posts in their search engine results pages, as well as Power BI’s analytics dashboard.

The move offers numerous benefits. For users who may be searching for subjective search terms — such as ‘best movies ever’ — they are able to access a richer pool of results and opinions, which could stimulate further discussion.

Bing won’t just show related Reddit posts; the deal means users can search for specific Reddit content through the engine. Searches for Reddit + subreddit name will bring back the top comments within that subreddit, while searching Reddit + AMAs will return the most popular ‘Ask Me Anything’ question and answer sessions.

So what does the move mean for marketers? Monitoring the discussion around your brand should be high on your list of priorities, as negative sentiment can have a huge impact on whether customers and potential customers choose your company. With Reddit results given a prominent position in the SERPs, it’s more important than ever for businesses to have an online reputation management process in place.

Recognising this, Microsoft will allow brands to access Reddit data through the Power BI analytics tool. This means that marketers are able to access data visualisations that show what people are saying about their brand and competitors on the platform.

Not only will this be helpful in terms of managing your online reputation, brands will also be able to better understand their demographic. By knowing who is talking about their brand, they can enable improved ad targeting.

For some, however, Bing’s move is contradictory, especially when you consider the typical age of Bing users against Reddit users. According to data from Statista, 58% of Reddit users are aged between 18 and 29. In contrast, research has shown that Bing is commonly used by 55-64 year olds.

However, as Bing continues to power Cortana and other voice search services, its demographic is changing. As other age groups interact with the engine, perhaps Microsoft’s new partnership will entice a younger audience. Clearly then, Bing’s new partnership could be very beneficial for digital marketers.

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