Reddit has catapulted to become Britain's fourth most visited social media platform, outpacing TikTok in a shocking turn of events. The online discussion forum's meteoric rise can be attributed to its clever use of search algorithms and an uncanny knack for appealing to Gen Z users.
Over the past two years, Reddit's presence has grown exponentially, with 88% more UK internet users now accessing the platform, according to Ofcom. An astonishing three in five Brits online are now familiar with Reddit, a stark contrast to just a third of internet users in 2023. This surge in popularity is particularly pronounced among younger internet users, who have increasingly turned to Reddit as their go-to destination for advice and discussion on various topics.
Among these younger generations, Reddit has become the sixth most visited organisation, with over three-quarters of those aged between 18 and 24 now actively using the platform. The site's forums are no longer seen as battlegrounds for anonymous users engaging in hostile exchanges; instead, they've evolved into vibrant communities focused on sharing knowledge, experiences, and perspectives.
One key factor contributing to Reddit's resurgence is a change in Google's search algorithms, which has prioritised helpful content from discussion forums. Additionally, the company's recent deals with Google and OpenAI have provided an AI-powered boost, making it easier for users to discover relevant content on the platform.
The site's demographics have also undergone significant shifts. More than half its UK users are women, who are driving interest in specific subreddits focused on skincare, beauty, and cosmetics. Internal company research suggests that 71% of these female users are passionate about skincare, leading to a notable spike in traffic for related forums.
Reddit's chief operating officer, Jen Wong, acknowledges the site's evolution from its male-dominated origins to a more diverse platform. "We started with a perception that was rightfully so – gaming and tech as the anchor," she said. "But Reddit has become very diverse – it is gender-balanced in the UK now... Gen Z are very open to looking online for advice around life stage moments."
The site's popularity extends beyond niche topics, with UK subreddits on pregnancy, parenting, and women's football seeing significant growth. The Premier League subreddit has also seen a staggering increase in views, while discussions around Arsenal's women's team have doubled.
Wong is adamant that Reddit aims to be a more authentic alternative to AI-generated content. "You see these accidents of AI slop and AI advice – Reddit doesn't have that," she said. "It's not clean. It's messy... but that's kind of the point."
As the UK government has taken notice, launching its own account on the platform, it's clear that Reddit is no longer an also-ran in the world of social media. With its search algorithms and Gen Z appeal working in harmony, Reddit is poised to continue its remarkable ascent as a major player in the digital landscape.
Over the past two years, Reddit's presence has grown exponentially, with 88% more UK internet users now accessing the platform, according to Ofcom. An astonishing three in five Brits online are now familiar with Reddit, a stark contrast to just a third of internet users in 2023. This surge in popularity is particularly pronounced among younger internet users, who have increasingly turned to Reddit as their go-to destination for advice and discussion on various topics.
Among these younger generations, Reddit has become the sixth most visited organisation, with over three-quarters of those aged between 18 and 24 now actively using the platform. The site's forums are no longer seen as battlegrounds for anonymous users engaging in hostile exchanges; instead, they've evolved into vibrant communities focused on sharing knowledge, experiences, and perspectives.
One key factor contributing to Reddit's resurgence is a change in Google's search algorithms, which has prioritised helpful content from discussion forums. Additionally, the company's recent deals with Google and OpenAI have provided an AI-powered boost, making it easier for users to discover relevant content on the platform.
The site's demographics have also undergone significant shifts. More than half its UK users are women, who are driving interest in specific subreddits focused on skincare, beauty, and cosmetics. Internal company research suggests that 71% of these female users are passionate about skincare, leading to a notable spike in traffic for related forums.
Reddit's chief operating officer, Jen Wong, acknowledges the site's evolution from its male-dominated origins to a more diverse platform. "We started with a perception that was rightfully so – gaming and tech as the anchor," she said. "But Reddit has become very diverse – it is gender-balanced in the UK now... Gen Z are very open to looking online for advice around life stage moments."
The site's popularity extends beyond niche topics, with UK subreddits on pregnancy, parenting, and women's football seeing significant growth. The Premier League subreddit has also seen a staggering increase in views, while discussions around Arsenal's women's team have doubled.
Wong is adamant that Reddit aims to be a more authentic alternative to AI-generated content. "You see these accidents of AI slop and AI advice – Reddit doesn't have that," she said. "It's not clean. It's messy... but that's kind of the point."
As the UK government has taken notice, launching its own account on the platform, it's clear that Reddit is no longer an also-ran in the world of social media. With its search algorithms and Gen Z appeal working in harmony, Reddit is poised to continue its remarkable ascent as a major player in the digital landscape.
OMG, can't believe reddit just took over tiktok in britain 
I mean, 88% more uk users accessing it now? That's insane! 
. And you're right, the forums are no longer about toxic debates, but actually helping people find answers and share experiences 
. Google's search algo changes definitely helped, but it's more than that - reddit just got cool again 
. The fact that more women are taking over skincare subreddits is amazing 
, and I love how jen wong is all about being authentic and not fake 
. The UK gov even joined the party 
! Reddit's on fire 
and it's gonna keep surprising us with its growth 
. i mean, who needs tiktok when you have subreddits on everything from skincare to football 
️? and btw, google's changed its search algo and reddit's reaping the benefits 
. it's all about real people sharing their experiences and perspectives on the platform 
. i'm loving the diversity shift too, more women than ever are driving interest in specific subreddits 
. reddit's definitely on the rise as a major player in the digital world 
i need more info on those changes tho. also, 71% of female users are into skincare? that's wild 
i'm not saying its bad but i do want to know what other factors contributed to this shift in demographics. was it something reddit did or just the natural evolution of the internet? 
and now it's like the fourth most visited platform after google, facebook & twitter! 
now its more about sharing knowledge, experiences & perspectives with people who are into different things. and girls r driving this trend too 
they've started to prioritize helpful content from discussion forums which is like the perfect way for me to find info on my favorite topics 
unlike those other platforms that try to give you fake stuff. 
. Not just a bunch of random users shouting at each other, like some other platforms I won't mention 
. The fact that more women are using it too is great - love seeing more diverse voices on the site 
. And now they're getting attention from the government? That's just the cherry on top 
... Reddit's definitely one to watch 
like, the skincare subreddits are giving me LIFE 
and those women's football subs are on point 
CEO i mean, who wouldn't want to be part of a platform that's all about messy, human conversations 
. And the fact that women are driving interest in these specific subreddits is like, totally awesome too