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Should You Be Using Reddit?
Mention social media to any sample group of marketers and the same platforms will usually come to mind. Facebook, TikTok, Instagram. Twitter (X), LinkedIn – all packed with potential, and boasting colossal global audiences.
But what about Reddit?
It’s been around for almost two decades, earning itself a name as a staple on the scene. It’s also no slouch in terms of engagement – 830 million monthly active users on average in 2023 is a pretty impressive feat.
But in terms of its marketing potential, Reddit has a tendency to go overlooked. Or at least, sidelined in favour of the other, perhaps more obvious networks. Something which, when you consider Reddit’s growing popularity and massive cultural significance, could be doing a lot of businesses a disservice.
A Tough Nut to Crack
Addressing the obvious elephant in the room first, it’s true – Reddit’s reputation for being a tricky community to build a name for yourself in is well-deserved. It’s not a place where overnight success is a realistic prospect – you have to grind away at it to make things work.
But this is exactly where the value and appeal of Reddit lies. To make it work, you have to gradually become a known, respected and trusted member of the community you’re targeting. Which is done through a combination of honest, meaningful and genuinely useful interactions.
It’s a significant investment of your time and effort, but one that can pay significant and long-term dividends as a result. From generating leads to positive branding to expanding your customer base, these things tend to take care of themselves once you've established your name on Reddit.
Reddit in Numbers: Facts and Figures
Research suggests that around 82 million Reddit users visit the platform every day, contributing to more than 1 billion daily posts, and 16 billion comments/replies spanning more than 100,000 communities.
Also significant is the length of time these users spend on Reddit – an average of 20 minutes per day, increasing to 40 minutes for the platform’s longer-term users. In addition, studies have shown how a sizeable proportion of Reddit’s most dedicated users are not active on any other major networks.
In terms of demographics, Reddit pulls in a slightly male-dominated audience at 59%, and appeals mostly to the 18-29 age bracket (36% of its users). Although a solid 25% of Reddit users fall within the 30-49 age range, and polls suggest the platform appeals to a well-educated crowd – 42% having a college degree, 31% having some level of college education.
Is this wasn’t enough in its own right, 75% of those who use Reddit say they believe it to be a source of trustworthy information for making decisions on purchases. And with Google having recently inked a deal worth $60 million per year to use Reddit to train its future AI models, Reddit results are expected to continue featuring in Google's search results more heavily than ever before.
From SEO to outreach to reputation management, Reddit really is bursting with untapped potential. It’s simply a case of accepting you’ll need to play the long game and show the required commitment to the community you’re looking to engage.