Brandwatch adds a Reddit ‘mini-firehose’ to its social data
The social intelligence firm is now sifting the raw feedback of the web’s most opinionated community.
For marketers, the popular Reddit community is a largely untapped reservoir of unvarnished opinions.
This week, Brandwatch announced that it is the first social intelligence provider to get access to significant volumes of Reddit data through what VP of Data Amy Collins described to me as “a mini-firehose.” The data will be made available in Brandwatch’s two main products, its Analytics and Vizia 2 platforms.
Previously, she said, her company and other social analytics firms have used Reddit’s public API, but that was “not intended for commercial purposes.” Brandwatch, she added, had used the API to occasionally crawl a few specific subreddits — the site’s term for discussion forums, of which there are over 139,000 active ones — when a brand requested feedback on a specific product.
But now, Brandwatch is the first to have access to a high-volume feed, making about 7,500 Subreddits available for analysis. The site is working their way up to eventually offering data access to all the subreddits, Collins said, and may phase out the public API.