Reddit: Why You Should Keep an Eye on This Ever-Growing Platform

Introduction

Have you ever searched Google for a really specific question and weren’t quite confident that it would have an answer?

The last time I did that was with something like, “What’s the history behind the sign ‘Every second counts’ in the kitchen in the series ‘The Bear’? I don’t remember because I watched the entire last season in one afternoon and forgot everything.”

With no surprise, I must confess, I stumbled upon a subreddit brimming with comments and perspectives on this topic (this one, to be more precise).

If you’re a little bit lost: Reddit is a unique aggregation of forums where users from around the globe gather to discuss a diverse array of topics.

In short, from breaking news and scientific discoveries to lifestyle tips and meme culture, Reddit’s community-based structure allows users to explore and contribute to subjects that match their interests, hobbies, and passions (aka: everything).

Each subreddit serves as a dedicated space for like-minded individuals to share information and engage in discussions, making it a hub of active and informed communities.

The site has been gaining popularity since the beginning of 2024 (at least in our little SEO and content world): if you keep up to date with Google news, perhaps you’re aware of the recent complaints about Reddit appearing more frequently in Google Search (mostly after Google’s March update) and the $60 million deal between Reddit and Google.

And if you like numbers, I’ve gotten some of them for you too: as of February 2024, Reddit has an estimated 1.2 billion monthly unique visitors. And 49.79% of Reddit’s daily active users are based in the US, so 36.4 million daily active users in the US alone. Not bad, right?

Okay, cool, but why are we talking about Reddit? Why should you, as a marketer, keep a closer eye on “the front page of the internet”?

Throughout this article, we’ll delve into the factors driving Reddit’s growing influence (especially among Gen Z), including a significant new partnership with Google, and discuss what this means for businesses, marketing professionals, and the broader landscape of digital content discovery.

The Beginning: Google-Reddit Deal

Let’s revisit the significant news from February 2024: Google and Reddit entered into a groundbreaking licensing agreement that captured the attention of the tech community.

According to a Reddit publication, this deal granted Google real-time access to the wealth of conversations and data on Reddit, reflecting over 18 years of authentic and constantly-updated human-generated conversations and experiences.

This partnership was not solely about enhancing the visibility of Reddit threads in search results; it was also strategically aimed at deepening the tech giant’s grasp on human dialogues, essential for advancing AI technologies. Financially, the agreement was a breakthrough, with Reddit reportedly securing $60 million annually.

With this partnership, and through Reddit’s Data API, new ways were introduced for Reddit content to be displayed across Google products, offering programmatic access to fresh, constantly evolving, and dynamic public posts and comments.

This enhanced collaboration provided Google with an efficient and structured way to tap into the vast corpus of content on Reddit.

Reddit’s work with Google aimed to make it easier for people to discover and engage with content and communities on Reddit that are most relevant to them. It was aligned with their belief in an open internet and striving to better serve existing users while reaching new audiences.

First Step: Impact on Reddit’s Visibility and Organic Traffic

With no surprise, the collaboration between Google and Reddit has had a tangible impact on how visible Reddit is on the internet’s most popular search engine.

Since the agreement, Reddit discussions have started climbing the ranks in Google search results, making the platform more accessible to a broader audience.

The numbers speak for themselves. According to analytics firm Similarweb in a Search Engine Journal article, Reddit has experienced a remarkable 39% increase in traffic year-over-year.

Reddit’s growth can be attributed to several factors. A recent algorithm update by Google, which prioritizes helpful content from discussion forums, has likely played a significant role in boosting Reddit’s search rankings and overall visibility.

Best Practices for Businesses on Reddit

Engaging with Reddit communities can be incredibly rewarding if done authentically. Businesses should focus on adding value rather than overtly promoting their products. Here are some best practices:

1. Participate Authentically

Join conversations genuinely related to your industry without directly pitching your products.

2. Add Value

Share insights, answer questions, and offer expertise to establish credibility.

3. Respect Community Rules

Each subreddit has its own set of rules. Familiarize yourself with them to avoid being flagged as spam.

4. Leverage Reddit Ads

For more targeted outreach, consider Reddit's advertising options to reach specific communities.

Understanding Reddit’s Audience Demographics

Reddit’s user base is diverse, but there are some key demographics worth noting:

• Age Group: A significant portion of users are aged 18-29, making it a hotspot for reaching Gen Z and millennials.
• Interests: Tech, gaming, news, and niche hobbies dominate, but nearly every interest has an active community.
• Global Reach: While the majority are from the US, Reddit has a growing international audience, making it ideal for global campaigns.

Understanding these demographics helps tailor content and strategies to engage effectively with different segments of Reddit’s vast community.

Conclusion

As Reddit continues to grow and evolve, staying updated on its trends, partnerships, and user preferences will be key to leveraging its full potential in your marketing strategy.