Reddit, the “front page of the internet” is being brought to the pages of Bing’s search results. A deal was made between Microsoft and Reddit which would pipe data from the social network into Bing’s search results, as well as Power Bi’s analytics dashboard. This was announced by the companies on December 13.
So, if you do a search on Bing, posts published to Reddit could be included in the search results. So if you ask Bing what were the best movies of 2017 were, answers may be sourced from comments left in Reddit’s “movies” subreddit, or topic-specific forum.
It’ll even be possible to use Bing to specifically search for content from Reddit. By typing “reddit [subbreddit name],” you will get a link to that subreddit and a selection of top comments that have been posted to it. Typing “reddit AMAs” will return a collection of popular AMA (Ask Me Anything) sessions. These are live question-and-answer forums that people can host on Reddit. By searching for a name of a person who hosts an AMA on Reddit, a selection of responses from the Q&A session will appear among the non-Reddit results.
Not only that, Microsoft is even opening that data up to brands. Brands will have access to Reddit data through Microsoft’s Power BI analytics tool, with options that specify the keywords to track and toggle the time frames to examine. As a result, marketers will be able to monitor what people are saying about their brand or competing brands on Reddit and have that information processed through Poweer BI’s setiment analysis features and plotted into data visualizations.
The deal between Microsoft and Reddit is similar to the one with Reddit and Sprinklr last week in terms of accessing Reddit data. Brands will be able to see which subreddits they are mentioned on and then go buy ads targeted to those audiences.