Reddit and Its Growing Influence: What Marketers Need to Know

Discover why Reddit is the go-to platform for real-time insights and discussions. With a unique community-driven structure, Reddit offers a space for users to explore diverse topics. Learn how the Google-Reddit deal enhances its influence and what it means for marketers in our in-depth analysis.

Reddit: The Front Page of the Internet

If you’re a bit lost, let’s clarify: Reddit is an aggregation of forums where users from around the globe gather to discuss a wide range of topics. 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—essentially 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.

Rising Popularity in 2024

Since the beginning of 2024, Reddit has been gaining popularity, especially within the SEO and content marketing realms. If you’ve been keeping up with Google news, you might have noticed the recent uptick in Reddit’s visibility in Google Search, particularly following Google’s March update, alongside the $60 million deal between Reddit and Google.

As of February 2024, Reddit boasts an estimated 1.2 billion monthly unique visitors. Notably, 49.79% of Reddit’s daily active users are based in the U.S., translating to 36.4 million daily active users in the country alone. Not bad, right?

So why should marketers pay attention to “the front page of the internet”? Throughout this article, we’ll explore the factors driving Reddit’s growing influence, especially among Gen Z, including the significant partnership with Google, and discuss the implications for businesses and digital content discovery.

The Google-Reddit Deal: A New Era of Collaboration

Let’s revisit the groundbreaking licensing agreement between Google and Reddit that captured the tech community's attention in February 2024. 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 user-generated content.

Strategic Goals of the Partnership

This partnership goes beyond enhancing the visibility of Reddit threads in search results; it strategically deepens Google’s grasp on human dialogues, crucial for advancing AI technologies. Financially, the agreement was groundbreaking, with Reddit reportedly securing $60 million annually.

The collaboration has introduced new ways for Reddit content to be displayed across Google products, providing programmatic access to dynamic public posts and comments. This partnership allows Google to improve its services and create innovative ways to display Reddit content while aligning with Reddit’s belief in an open internet.

Impact on Reddit’s Visibility and Organic Traffic

Following the collaboration, Reddit discussions have started climbing the ranks in Google search results, making the platform more accessible to a broader audience. According to analytics firm Similarweb, Reddit has experienced a remarkable 39% increase in traffic year-over-year.

Factors Behind Reddit's Growth

Several factors contribute to Reddit’s growth, including a recent algorithm update by Google that prioritizes helpful content from discussion forums. This change aligns with Google’s ongoing efforts to enhance the relevance and quality of search results for users, part of the March Core Update 2024.

Furthermore, data from Business Insider suggests that an increasing number of people are discovering Reddit through Google searches rather than direct visits to reddit.com. While Google denies a direct connection, it’s prudent for marketers to consider these trends.

Reddit’s Content Quality and Credibility in Google SERPs

Roger Montti, a staff writer for Search Engine Journal, discusses the expertise and trustworthiness of Reddit content. He notes that while opinions shared on Reddit by anonymous users may lack credibility, Google is prioritizing Reddit in search results and investing millions for access to this content.

Trust Among Gen Z

However, many Gen Z Reddit users disagree, especially regarding product information. A survey conducted by Reddit in collaboration with GWI and AmbassCo reveals that Reddit has emerged as a remarkably trusted resource for product research, garnering trust from 78% of respondents. This places Reddit as the fourth most trusted platform among Gen Z, following friends and family, review websites, and store employees.

This level of trust underscores Reddit’s significant influence on consumer decision-making processes, making it a crucial platform for businesses to consider in their digital marketing strategies.

Changing the Landscape of Online Search and Brand Discovery

As Reddit rises in search results, it signals a broader shift in how search engines value genuine, user-generated content. Reddit is becoming a go-to source for information and discussion, particularly among Gen Z, who are increasingly skeptical of traditional search methods that prioritize sponsored content over authentic insights.

A Shift in Discovery Tools

Gen Z is at the forefront of this shift, preferring platforms that offer real-time, unfiltered insights from actual users. The data indicates that traditional search engines are losing their grip as primary discovery tools, with brand discovery via social media increasing significantly from 36% in 2018 to 49% in 2023 in North America.

The Role of Reddit in Modern Content Discovery

Reddit’s influence can be attributed to its foundation of trustworthiness and community engagement. Unlike traditional search engines reliant on algorithms and ads, Reddit is driven by user interest and authenticity. This resonates with Gen Z, who values transparency and genuine content.

User Insights from Gen Z

Insights from the Reddit survey highlight Gen Z's preference for discovering products through suggestions rather than active searches, aligning perfectly with Reddit’s community-driven content mechanism.

The karma system on Reddit plays a critical role in assessing the reliability of information. While this system reflects community trust, the effectiveness can vary depending on context—an opinion about a TV show might be harmless, but health-related advice requires more scrutiny.

Consumer Frustrations with Traditional Search Experiences

Consumer frustrations with traditional search experiences further illuminate why platforms like Reddit are becoming more popular. A significant portion of Gen Z—47%—expresses dissatisfaction with ads and sponsored content cluttering search results. Additionally, 44% find navigating multiple pages tedious.