73% of Reddit users follow the guidance of recommendations they receive on the platform - more than an influencer's recommendation, a TV ad, or a celebrity endorsement. Our guest this week, Reddit's head of international marketing Yvonne Quinn, says that's because there's simply more appetite for - and trust in - peer-to-peer recommendations. The type of recommendations that are happening every day, in over 100,000 communities, on Reddit. In this episode, we discuss how brands can benefit from peer recommendations, why segmentating by demographic is getting less effective, and how online communities are supplementing our offline peer groups. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.