How Brands Can Reach Reddit Communities in 2026

According to The Guardian, Reddit has overtaken TikTok as the UK’s fourth most visited social platform, reaching three in five internet users. What was once seen as a niche community hub has transformed into a mainstream discovery engine, driven by the rise in AI visibility, changing search behaviour and Gen Z’s preference for unfiltered, peer-led recommendations.

While TikTok remains a cultural powerhouse, Reddit’s surge signals a shift in how people search, share, and trust information online. As Google’s algorithm now prioritises human-generated content from discussion forums, Reddit has become the new front page of the internet. For brands, this means one thing: community-led conversation is crucial, and it’s more searchable than ever.

Why Reddit Matters for Brands

Search behaviour has changed. In 2025, Reddit became the most cited domain for Google AI Overviews and Perplexity, signalling a fundamental shift in how people discover and trust information online. This integration into Google AI Overviews means that even small community threads can influence brand perception and purchase decisions. Contrary to popular belief, over half of the users in UK are women, making the platform more diverse. The platform is no longer just a hub for gaming and tech enthusiasts, but also skincare, make up, fitness and much more.

Brands now need to show up in unfiltered forums through user recommendations and organic placement. Every comment, review, and candid opinion now has the power to shape perception and purchase intent.

So, How Can Brands Strategically Show Up?

1. Build a Listening Strategy Across Subreddits

Brands like Glossier already monitor Reddit threads to track customer sentiment, spot product opportunities, and identify emerging pain points. These insights should fuel not just community management but also product innovation and campaign planning.

2. Build Trust Through Authentic Participation

Reddit isn’t a place for polished brand campaigns. Work with moderators where possible (as Dove did with r/BeautyGuruChatter) or consider verified brand accounts to answer product questions and foster transparency. When done right, this builds long-term trust and credibility.

3. Collaborate with Niche Influencers

Creators who thrive on Reddit are trusted community voices. Partner with micro and nano creators who are active in relevant subreddits or cross-post organically to spark discussion around your products. Encourage creators to post genuine reviews or conversation starters on Reddit, supported by TikTok or Instagram storytelling that drives audiences back to the thread.

4. Use Reddit for Search Visibility

Reddit is increasingly a content SEO powerhouse. With AI overviews frequently citing Reddit discussions, brand mentions here can boost discoverability far beyond the platform itself. Identify keywords driving conversation and craft educational content that address those questions.

5. Run Reddit Paid Campaigns

Reddit’s ad performance has improved over time. Campaigns like Laneige’s beauty push achieved 50% higher click-through rates than benchmarks. Combine paid placements with earned conversation to maximise impact. Use Reddit ads to drive awareness but make sure to establish an organic presence first.

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