On TikTok, brands find success through educational content that demonstrates product use cases and solutions to common problems. Reddit’s community-driven structure allows brands to engage in meaningful discussions and provide expert insights within relevant subreddits. The key is maintaining authenticity while adding genuine value to conversations.

Sharp brands must shift from broadcasting messages to facilitating discussions. This includes leveraging UGC, participating in community conversations, and creating platform-specific content that answers precise questions. Successful strategies often involve partnering with creators who already have established trust within these communities.

The future of consumer engagement lies in understanding and adapting to these evolving search behaviors. Brands that relatively seamlessly integrate into these community-driven platforms while maintaining authenticity and providing genuine value will be better positioned to connect with consumers where they naturally seek information. This requires a fundamental shift from traditional marketing approaches to becoming active participants in digital communities where consumers increasingly spend their time and make purchasing decisions.