The somewhat ugly duckling of the social media world, reddit, is emerging as a potentially underestimated force in this new age.
For the unfamiliar, it’s commonly been used to ask questions, connect over shared hobbies, and learn about niche topics. It’s essentially a social news aggregation and discussion site featuring forums or interest based communities called “subreddits” where users share text posts, images, videos, and engage in discussions. “Redditors” can vote content up or down, those achieving high votes are promoted to the top of their respective subreddits, or the site’s front page.Â
It’s been widely overlooked as a possible marketing channel. Aside from its growth as an ad platform (its revenue was up 84% YoY, and it has a new GA4 integration to import ad data) its 110M active daily users warrant attention. In addition to its growing user base, what’s emerging is its influence upon AI search as a credible information source. It has LLM training deals with Google and OpenAI. and is even rumoured to be building its own Search Engine with its AI powered search tool ‘reddit answers’ already in Beta.
So from our perspective, Reddit is becoming a platform worthy of consideration, perhaps this formerly ugly duckling has been hiding a beautiful future?