The discussion forum has maintained a steady presence online for years, offering a virtual, community-driven space where individuals can reach out for real-world advice, respond to conversations and connect with likeminded people.

With social media giants such as Instagram and TikTok seemingly dominating the online space, discussion forums like Reddit have been seen as a background player.

However, Reddit has officially overtaken TikTok as the fourth most visited social media service in the UK. Three in five Brits now interact with the site, in comparison to a third in 2023.

This raises some questions: What is the cause for Reddit’s uprising? What does this mean for TikTok? How will social media marketing be affected?

Reddit’s appeal

The basic concept of the platform has displayed a shift in the style and format content users are seeking, and a more authentic engagement and interaction with fellow users.

People are showing increasing interest in reviews and personal opinions on various subjects, seeking ‘human content’. Dubbed as an ‘antidote to AI generated content’ by Reddit’s COO, the platform is seeming to combat the often confusing nature of AI advice.

Reddit is a long-form social media platform which goes against the fast-paced, bite-sized content trends of recent years. It’s a place for opinion sharing and niche subject knowledge, where people can share their passions and interests at length, with a likeminded community.

High quality posts are boosted through an upvote/downvote system, influencing the popularity of posts and comments. If your post or comment is downvoted, it’s hidden completely. The constant user influence and interaction embeds the human nature of the system well into the platform.

Younger generations are also warming to the platform. It is now the sixth most visited organisation of any kind by UK users between 18 and 24, demonstrating that short form video may not be the only way Gen Z users (age 14 – 29) are looking to consume content.

TikTok takes a knock

Despite Reddit’s overtaking, TikTok is still a leading short form video platform in the UK. TikTok has solidified its presence in the UK market and offers a greater opportunity for business promotion and monetisation, with the platform now attracting mature audiences as well as Gen Z.

Reddit’s robust nature as a community-minded discussion forum is a sign that TikTok is not the only player absorbing our attention, and a reminder to explore all platforms that reach your audience when preparing a rounded digital strategy.

The result in the algorithm

The rise of Reddit can also be attributed to its licensing deal with Google, where Reddit searches are ranked highly on the search engine, extracting information from Reddit as a source for its AI summaries.

Due to the high ranking in searches, Reddit’s content has longer-term visibility than other short form content and the increased exposure directs new audiences to the forum, signifying the forum’s authenticity as a source.

Once a user is searching in Reddit, it solely pulls information from Reddit itself, so users spend longer on the platform and aren’t diverted elsewhere.

When using social media as a marketing tool, this example highlights the importance of search engine optimisation (SEO) across all content. This includes SEO specifically targeted at Google’s AI search algorithm to increase chances of Google pulling information from your website as a reputable source, as well as popular sites like Reddit.

In summary

While Reddit has a history of scorning corporate interaction on its platform, its recent rise to overtake TikTok suggests businesses should consider the site as a source for monitoring industry discussion and brand mentions. Reddit’s uprising and its popularity through Google search also highlights the need for a robust SEO strategy that maximises your website exposure to the right audiences.

If your business is ready to explore a new PR and Digital strategy for 2026, our experts are here to help. We can map your audiences, identify fresh opportunities in the fast-paced digital world, and advise on SEO optimisation to reach Google’s AI search. Contact us here.