Vague summaries of customer comments won't give you the hooks you need. You want exact quotes. The raw, emotional stuff that makes people click.
“When I do deep research, I don’t want vague summaries that gloss over what matters. I always ask the model to give me back verbatim quotes so I can get into the specifics — that’s where the real insights are.”
- Brennan Tobin, Founder at OddDuck Marketing Group
Brennan shared his complete workflow for turning Reddit threads into creative gold with suggested prompts and real examples. you can read the full workflow here in our AI Divide report.
Check out this video walkthrough from our Social Media Manager, Travis. 👇
The TLDR on turning Reddit threads into winning angles
Ask Reddit the right question
Start with the frustration you're solving. Example: "How can I stay hydrated on long flights?" Drop it into Reddit Answers and explore the threads.
Pull exact quotes and label them
Build a list of real customer language. Tag each with an emotion (annoyance, relief) and a hook idea (hydration that lasts).
Group quotes into narrative patterns
Look for common stories: pain-first, before/after, surprise reveal. This becomes your scannable map of audience triggers.
Turn quotes into hooks with AI
Feed them to Claude or ChatGPT and tell it to keep the natural customer language. Review, refine, save your favorites.
This structure works because you're starting with real words your customers already use — not guessing what might resonate. Try it out, and if you need a hand hit us up in chat!