00:00We are inundated with so much information. It's so easy to create content with AI, but that means
00:07that the level of trust has never been lower because we have so much information that's coming
00:13at us. And so Reddit is that source for people to go and really hear from real people who have
00:21lived
00:21experience, and that's where they develop that trust on the platform and why people go to Reddit.
00:33Well, AI is everywhere. I think the more interesting conversation is the countertrend,
00:39which is that people are really craving human connection, human conversations,
00:44and communities. And Reddit is a one of one on that front. It is really the most human place
00:51on the internet. It's where people go to connect with other humans. It's filling that gap on the
00:56human connection side. Well, the countertrend is playing out on Reddit because it has always been
01:01a foil to different types of media over the years. So it's been around for over 20 years.
01:08In the early days, it was traditional media and people were looking for other sources of
01:13information as they came to Reddit for that through the rise of social media. Social media is about
01:20the Fs. It's the friends, followers, famous people on social media. And on Reddit, it's about the
01:28communities and the people there. One of my favorite campaigns right now is the Dove Real campaign.
01:34And what they did was they took 50 comments, positive and negative, and put that into their marketing and
01:42into their advertising. And I love it because it is so confident as a brand to put both the positive
01:49and the
01:49negative out there. And it really gave them credibility on the positive comments to share that critique.
01:57So they were up for many awards here at Cannes this week on that campaign that they did. And I
02:03thought
02:03it was just a great example of really leaning into that human connection and establishing that trust with
02:10people because they were so confident and willing to share that. Looking back, I would advise myself to
02:17really study where not just where attention is going, but study where trust is going. And that's
02:24why I read it. We're so focused on that human dimension and the human context, because that's what
02:29people want to hear about and what they want to trust. And so whether you're a marketer coming up or
02:35you're a CMO, really thinking about that trust angle and not just the discovery angle and the attention
02:41angle, I think is really important. I also think that being fluent and really using AI tools is going
02:50to be critical. But the CMO role has evolved from managing marketing outputs to truly driving business
03:00relevance and business growth for your company. And so thinking about those human dimensions, AI is going to
03:07open up more time for us to really focus on the things that matter, which is the human judgment,
03:13the taste, the decision making that is so critical as we drive business relevance and business growth
03:19for our companies. One of the big misperceptions about Reddit is that it's a place that you go only
03:25when you're researching something or you have a question and you're looking for an answer,
03:29or you are super deep into one area and you're really passionate about that. And of course,
03:37for all those things, you do go to Reddit for that. But the misperception comes in that for casual users,
03:47Reddit is a great place as well. There's so much incredible content across mainstream categories,
03:54whether it's soccer or TV or beauty. There's all this content that so many people would be interested
04:01in that they may not have found yet. And so sharing that with the world and changing that misperception
04:08is a focus of really bringing that content out so that people know that if they're not on Reddit
04:15before, during, after the big game, the big TV show, they're just missing out on these incredible
04:21conversations that are happening.
Comments