In the UK, Reddit is ahead of TikTok in terms of usage: a shift fueled by Google search, Gen Z and the return of communities. Let's decipher the mechanics, quantitative signals and brand opportunities.
Reddit hasn't just "progressed" in the UK: it's changed its status. In the space of two years, the forum platform has propelled itself into the top tier of most consulted social services, even overtaking TikTok in several audience rankings.
This dynamic can be explained by a rare alignment between SEO visibility, cultural expectations and format evolution. It remains to be seen why this movement has accelerated, and how brands can exploit it without getting burned.
Reddit overtakes TikTok in the UK: figures and usage context
The data most frequently cited in recent months converge: about three out of five Britons visit Reddit, when they were onlyaround one-third in 2023. The increase, in the order of +88 % on the proportion of users, is not a simple "fashion effect" but a change of habit, often triggered by research.
This point is crucial: a significant proportion of Reddit sessions in the UK begin outside Reddit, via Google. The platform thus becomes a "destination" rather than an application to be opened by reflex. By contrast, TikTok remains powerful on mobile and instant, but its use depends more on entertainment intent and an application environment.
When search turns Reddit into a daily reflex
Recent adjustments to search engines, which value content perceived as "useful" and experience feedback, have mechanically led to a rise in forum pages. In fact, a simple query (choosing an acne cream, comparing banks, understanding an energy bill) frequently leads to a Reddit thread, because it compiles concrete cases, nuances and contradictions.
This logic is in line with the analysis published on the dominance of Google and YouTube in global web traffic When Google guides, the whole social ecosystem reorganizes. Reddit benefits from "free" exposure at the very moment the user is looking for an answer.
Two platforms, two intentions
Comparing Reddit and TikTok requires distinguishing the initial intention. The U.K. illustrates a shift from pure entertainment to utility, without cancelling it out.
| Dimension | Reddit (United Kingdom) | TikTok (United Kingdom) |
|---|---|---|
| Dominant point of entry | Search (Google), links, recommendations | Application, "For you" tab |
| Implicit promise | Boarddebate, feedback | Discoveryentertainment, trends |
| Temporality | Threads long-lasting, consulted | Fast videos, continuous consumption |
| Value for brands | Credibility, insights, strong intent | Reach, pop culture, fame acceleration |
This framework heralds the following topic: if Reddit attracts, it's also because a specific generation has reinterpreted it and made it frequent, including beyond "geek" subjects.
Gen Z drives Reddit in the UK: communities return and new codes emerge
Reddit's growth in the UK is strongly correlated with the boom in usage among 18-24 years old. This detail contradicts the image of a forum reserved for technical niches. Gen Z has not "copied" the Internet of the 2000s: it has taken over its community mechanisms, while applying its own demands for transparency, speed of response and authenticity.
A typical scenario repeats itself: a student in Manchester prepares a purchase (computer, hair routine, concert ticket). She consults TikTok to see the product in action, then opens Reddit to read lengthy reviews, compare experiences and spot biases. The complementarity is real, but the "last mile" of the decision is often made in text, because the written word leaves traces and verifiable details.
Diversification of topics: beauty, parenting, sport... and standardization
The audience shift in the UK is also based on a visible diversification of communities: Reddit is no longer limited to technology or games. Spaces dedicated to beautyto relationsto the parenting or to sport open the door to a wider audience and more balanced parity.
This thematic expansion has a strategic consequence: brands that thought Reddit "wasn't for them" are discovering conversations already active in their categories. To understand how to position yourself without forcing the issue, it's useful to refer to Reddit vs Quora in social usagewhich clarifies expectations in terms of evidence, sources and real-life experience.
Why Reddit seems "safer" when misinformation tires
The UK, like other markets, is experiencing information fatigue. Users want signals of reliability: accepted contradictions, critical comments, community moderation, external links. Reddit isn't perfect, but its format encourages the confrontation of points of view, whereas some short feeds can smooth out doubt.
This need for benchmarks can also be seen in debates about the reliability of information on other platforms, for example in misinformation issues on Instagram. In this context, Reddit becomes a place where people "check" before believing.
So the stage is set for the third installment: if attention shifts, influence plans must evolve, with Reddit-specific methods and reputational safeguards.
To illustrate the rise of formats and attention trade-offs, a useful benchmark is to observe video dynamics between platforms, in particular via YouTube vs Facebook video trendsThey indirectly influence TikTok's role in the media mix.
Impact for brands in the UK: how to activate Reddit without losing trust
When Reddit overtakes TikTok in the UK in certain uses, the signal is not "abandon video" but rebalance. Brands gain a channel where intent is often closer to purchase, choice or recommendation. On the other hand, tolerance to advertising is lower: on Reddit, the perception of manipulation can trigger a boomerang effect faster than on a video stream.
An operational method consists in thinking in three stages: listening, usefulness, amplification. First, listen to existing discussions (pains, objections, vocabulary). Then, contribute with genuinely useful content (guide, comparison, transparency on limits). Finally, amplify via creators and communities, while respecting local rules and culture.
Fictional case study: a beauty brand between TikTok and Reddit
A skincare brand launched in London targets 18-24 year-olds. On TikTok, it quickly gains reach thanks to filmed routines and before/after pictures. However, the comments are crying out for details: concentrations, tests, compatibility with sensitive skin. It's on Reddit that credibility is at stake, via threads where users ask for proof and share reactions.
The brand can then publish an explanatory, sourced post, and answer questions without ducking. TikTok content remains the magnet, while Reddit becomes the trusted filter. This articulation is in line with the principles of a effective influence marketing adapt the message to the context, rather than duplicating a creative.
Reddit, a lever of influence to be treated like a forum, not a billboard
The most profitable gesture on Reddit is rarely an advertising "stunt". These are micro-proofs: transparent FAQs, feedback, access to experts, and even admissions of limitations ("this product is not suitable for..."). To build a lasting presence, it's a good idea to rely on how to use Reddit effectively for influencer marketing and on the reasons that have made Reddit a benchmark for influence.
In the same spirit, monitoring engagement signals on other networks remains essential, as platforms adjust their mechanics. The debate surrounding the impact of a "dislike" button on Instagram remind us that the measurement of perception is evolving, and that reputation is not controlled by reach alone.
Two useful videos, two different objectives
For teams social mediaA good discipline is to separate "platform" learning (culture, rules, moderation) and "format" learning (video, proof, pedagogy). When it comes to arbitration, YouTube retains a key role, particularly when it comes to establishing expertise and capturing research.
In this respect, the logic presented in levers for boosting views on YouTube sheds light on a key point: Reddit and YouTube often reinforce each other, as both live well outside the feeds, via search and recommendation.
To turn this rise of Reddit in the UK into concrete results, ValueYourNetwork brings a proven framework: influencer marketing expert since 2016the network has hundreds of successful campaigns on social platforms and knows connecting influencers and brands with an approach adapted to community codes. To build a credible Reddit strategy, select the right creators, secure messages and measure impact, contact us.