Back in January, Reddit had officially overtaken TikTok as Britain’s fourth most visited social media service.  

That’s not to say TikTok isn’t still popular, but the way we’re viewing it is changing. At a time when people want real, human-led advice, TikTok’s not the only place people are looking. 

So, how does Reddit compare? And what should you know about reaching Gen Z? 

Is TikTok still authentic?

Whilst TikTok saw a big boom in users, building whole communities in comment sections alone, growth has recently slowed down. Trust has declined in influencers, with research showing nearly 50% of consumers haven’t purchased a product recommended by an influencer in the last year.  

There are a few reasons why this is on the decline, but oversaturation of sponsored content is a big one. Consumers are fatigued, and audiences are increasingly tuning out promotional messages. People are so weary of ads that they are scrolling past anything that looks mildly promotional, even when it’s not. Even the comment sections, built on authenticity and relatability, are now flooded with brands.  

Why has Reddit grown in popularity?

It’s no secret that people crave community, and Reddit is arguably the best place for this. Its unique structure of “subreddits”, centering content around communities instead of individual users, allows people to find content tailored to their interests.  

This content is also highly authentic. It’s designed for ordinary people to share their real experiences, questions, or opinions. Discussions feel honest, and there’s less brands chiming in at any given moment. Reddit is a place for genuine reviews and advice.  

The format of Reddit is also increasingly popular. With its simple presentation of posts and comment threads, users are looking for substance over presentation. There’s less emphasis on personal branding and identity, with minimal profiles. Many users prefer to stay anonymous, again making it easier for people to have full transparency in their views.  

Content visibility is also driven by Reddit’s community. With upvotes and downvotes, users vote on the content they find valuable, pushing it to the top of the page. With TikTok, the algorithm is much more personalised, using your own watch time and behavioural data to decide what content you’d like to see best.  

How do you reach people on Reddit?

First and foremost, Reddit is a place for education. A sales pitch won’t work. Getting involved involves just as much listening and reading as it does speaking and writing. Over-inserting your work in comment threads will look spammy, and it’s a surefire way to get a few downvotes.  

Conversations, particularly in comment threads, have to be two ways, and you have to add real value before you try and sell. Look for active subreddits related to your industry, and watch how people are describing their pain points. How can you fix their issue, without asking for anything in return?  

Once you’ve built trust, you can try running an AMA. Sharing your brand’s journey, along with helpful insights and takeaways, can be a strong credibility boost.  

When it comes to reaching Gen Z, there isn’t just one platform to use. Using TikTok and Reddit together can be great for capturing attention and earning trust. As a Gen Z myself, TikTok is where I get the inspiration. If I’m looking for somewhere to eat, I want TikTok to show me engaging clips of amazing food. But, if I want to know how good the food actually is, I’ll look through reviews on Reddit for unfiltered feedback.  

Knowing the difference between the two platforms, and how this shapes your strategy, is vital for building a community that keeps coming back.  

To know more on the other platforms, have a look at our latest Instagram blog.