In today’s digital age, the way people search for information online has evolved beyond traditional search engines. Platforms like TikTok, YouTube, Instagram, Pinterest, and Perplexity have become popular alternatives. Among these, Reddit stands out as a unique community platform for discovering specific content. Reddit’s prominence has grown, partly due to its integration into Google search results and responses from AI like ChatGPT. Both Google and OpenAI have agreements with Reddit to use its content for training their AI models.
Millions of users directly engage with Reddit to stay informed about trends, opinions, and current events. To enhance this experience, Reddit has introduced a new AI-supported feature called Reddit-Answers. This feature aims to simplify the search process on the platform, though it is currently available on a limited basis.
Reddit’s significance in the digital community is underscored by its AI, advertising, and search capabilities. The platform boasts over 97 million unique daily users and more than 365 million weekly users. Over 16 billion posts and comments have been integrated into its 100,000+ communities.
Reddit has become an influential space where users can discuss various topics, and brands are increasingly recognizing the authority of Reddit users’ opinions. Timo Pelz, a former VP of Business Marketing at Reddit, noted that the real influencer is the community itself. This understanding has led brands to leverage Reddit for advertising and tech companies to use its content for AI training.
Reddit’s user base utilizes subreddits and feeds to stay updated and engage in discussions. The platform’s search feature is popular, and Google has even integrated a forum filter for Reddit content. Recently, Reddit introduced AI-powered features for marketers, such as the Ads Inspiration Library and AI-Copywriter. Now, Reddit-Answers offers a search function powered by AI, providing users with comprehensive answers and links to relevant conversations and posts on the platform.
This AI-powered search is part of Reddit’s long-term vision to improve the search experience, making it faster, smarter, and more relevant. However, users are encouraged to verify the information from Reddit with other trustworthy sources, as the platform’s user-generated content and AI systems can sometimes be prone to errors.
As Reddit enhances its search capabilities, there is potential for integrating advertising within AI search results. Since Reddit went public, the focus on revenue growth has led to more advertising features. In the third quarter of 2024, Reddit’s revenue grew by 68% compared to the previous year, reaching $348.4 million. Many platforms offering AI-based search options have integrated advertising, and Reddit may consider this in the future.
Although ads in AI search results are not yet an option on Reddit due to the early testing phase of AI-Answers, advertisers already receive AI support for ad creation. New advertising solutions, such as Dynamic Product Ads and Lead Gen Ads, have been introduced. These allow advertisers to generate high-quality leads, particularly in B2B marketing, where Reddit plays a significant role in product discussions and purchase intentions.
In conclusion, Reddit’s AI-powered search and advertising capabilities are evolving, offering users and advertisers new ways to engage with the platform. As these features develop, Reddit’s role in the digital landscape continues to grow, providing valuable insights and opportunities for both users and brands.