We're doubling down on Reddit at AP Collective this year. The reason is simple. If we're helping brands grow across every major platform, we need to understand what influences buyers before they make a decision. People don't stop at a brand's website anymore. They see the ads, founder content, creator posts, and case studies. Then they start looking for other opinions. That's where Reddit fits. People use it to compare products, read other people's experiences, and answer the questions a brand can't answer itself. The more we looked at how people make decisions, the clearer it became that attention alone isn't enough. You also need to understand what people find when they start doing their own research. That's why we're investing more into Reddit. As Google and AI continue surfacing community discussions, Reddit will become even more important. The brands that understand that early will have an advantage.