It’s one of the “wisest” (we won’t call it old… that’s just rude) social platforms on the internet. And despite its enthusiastic gaming, tech and finance communities, Reddit is quickly gaining traction from its increased visibility on search, the mass X-odus, and the general social sorting across platforms.  

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The Reddit takeover (thanks, Google!)

Last week, UK communications regulator Ofcom revealed that Reddit is the fastest-growing large social media platform with a 47% YoY increase. In fact, it’s risen so fast that it has now overtaken X and LinkedIn to become the fifth most popular social media in the UK, reaching more than half of adults. Ofcom also noted that over 22.9m adults have accessed the site since May. 

Google’s decision to use the site’s content to support search has massively contributed to this growth. Last year, the search engine announced it would be using Reddit to train its AI in a bid to surface more “first-person perspectives.” That’s somewhat of a masterstroke given that the social network has almost 20 years’ worth of forum content, with people around the world asking questions, sharing stories, and building communities. 

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Moving on up 

So apart from it being served up whenever you search on Google, why is it overtaking more established platforms? Well, despite Bluesky being the current social media darling if you miss the old Twitter (rip in every sense of the word), keep in mind these two key things:

1. Reddit already has HUGE influential communities. It even has that kind of mob rule that can influence shares and stocks, as in the GameStop phenomenon in 2021, which was recently turned into a Hollywood film called Dumb Money.

2. It’s still largely a text-based forum at heart. This means that while you can find images and videos (r/cats is sensational 💖), words are still king on this platform. If you want to ask or search for where to go in London for the best English fry-up, or if you want to be absolutely sure the bottle of Moët you found under the stairs at your relatives’ is worth taking to a local auction house, Reddit is your [safe] space. 

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First steps

However, Reddit is still a challenging space for brands. Ads are growing on the platform, but its users are cautious and protective when it comes to companies jumping into its communities with no genuine reason to be there. 

If you’re thinking about testing it out, here are three first steps to take:

1. Listen first. Dig around in the subreddits that are actively talking about your brand or related subject areas to understand what the lay of the land is. You may benefit from letting them do their thing.

2. If you do spot opportunities to jump in, pop your Reddit hat on and consider as a user how you would want a brand to get involved – or expect their wrath. 

3. Consider social advertising as a first step. The platform has become a lot more ad-friendly over the past year, but make sure you stay true to what works when it comes to a Reddit ad! 

Learn more about the growth of ‘dark social’ – including Reddit communities – in our Year Ahead in Social annual report. Download it here.