33 votes

Reddit overtakes TikTok in UK thanks to search algorithms and gen Z

33 comments

  1. [33]
    stu2b50
    Link
    Reddit has done a really good job navigating the post-AI landscape IMO. The API change in combination with the deals with Google for data were incredibly savy. Another interesting factoid about...

    Reddit has done a really good job navigating the post-AI landscape IMO. The API change in combination with the deals with Google for data were incredibly savy.

    A series of factors are behind its rise. However, a change in Google’s search algorithms last year to prioritise helpful content from discussion forums appears to have been a significant driver.

    Another interesting factoid about their new demographics

    More than half its UK users are women. Internal company research suggests 71% of women on Reddit in the UK have a personal interest in skincare, beauty and cosmetics, prompting higher traffic for specific UK Reddit forums on those issues, known as subreddits.

    It's would be hard to believe that Reddit would ever get to the point of having a 50/50 gender split. I felt like it had a reputation as one of the sweaty male social medias at one point.

    Have to be honest, Hoffman's done a very good job at the helm since he came back as CEO and post-IPO.

    16 votes
    1. [18]
      slade
      Link Parent
      I recall the API change leading to a lot of protests and forced takeovers of subs. I understand it was an economically good choice for reddit but it doesn't seem like it was good for users of reddit.

      I recall the API change leading to a lot of protests and forced takeovers of subs. I understand it was an economically good choice for reddit but it doesn't seem like it was good for users of reddit.

      40 votes
      1. [11]
        redwall_hp
        Link Parent
        I haven't used Reddit ever since. I uninstalled Apollo, never installed the official app, and walked away. And it seems like the quality of discourse fell off another cliff (in a decade long...

        I haven't used Reddit ever since. I uninstalled Apollo, never installed the official app, and walked away. And it seems like the quality of discourse fell off another cliff (in a decade long series of cliffs).

        Obviously it shows up in search results, especially for advice for games, and I do some infrequent posting on a topical alt account for a single subreddit, but I definitely don't browse it anymore like I used to. And I was a 2007 Redditor. I curse it for de-normalizing forums, which I would rather go back to.

        33 votes
        1. [6]
          donn
          Link Parent
          The "joined Tildes June 2023" club! I am more than slightly salty this ended up working out for Reddit, honestly. I really miss the subreddits for more niche games.

          The "joined Tildes June 2023" club!

          I am more than slightly salty this ended up working out for Reddit, honestly. I really miss the subreddits for more niche games.

          37 votes
          1. [4]
            chocobean
            Link Parent
            Same, I was also the 2023 wave. But we have to remember what metrics we're measuring "working out" means. Money yes, popularity yes, widespread actually becoming front page of the Internet yes....

            Same, I was also the 2023 wave.

            But we have to remember what metrics we're measuring "working out" means. Money yes, popularity yes, widespread actually becoming front page of the Internet yes. Quality content no.

            Enduring cultural relevance might be possible: quality text based content and thoughtful discussions were never ever popular throughout history.

            On an honestly not salty front, in actually genuinely very happy to see a place where people could post questions on how to evaluate safety of a relationship, where to share devastating pregnancy losses, celebrate team victory with thousands of others, a hundred people/bot upvoting my cat's picture, and where one could ask if something was AI slop and get human eyeballs to check it out. It seems like human beings need this 3rd space, even if it's not the quality we used to love.

            13 votes
            1. [3]
              donn
              Link Parent
              Yeah I agree, I'm mostly salty our "protest" was so bloody impotent at the end of the day.

              Yeah I agree, I'm mostly salty our "protest" was so bloody impotent at the end of the day.

              12 votes
              1. datavoid
                Link Parent
                It did bring a lot of us highly opinionated tech nerds who are willing to boycott something together though! I'll admit whenever there is a big world news story, I'm still going to Reddit to get...

                It did bring a lot of us highly opinionated tech nerds who are willing to boycott something together though!

                I'll admit whenever there is a big world news story, I'm still going to Reddit to get the details from people on the scene. Deleted my account in June or July after the API fiasco, and haven't had the desire to make another. And their success makes me angry - spez deserves nothing, filthy jail-baitin' pigboy.

                23 votes
              2. chocobean
                Link Parent
                Ugh same. :/ I wanted to be able to smugly celebrate something popular rising from the ashes, not....we left and door didn't even hit us on the way out.

                Ugh same. :/ I wanted to be able to smugly celebrate something popular rising from the ashes, not....we left and door didn't even hit us on the way out.

                11 votes
          2. raze2012
            Link Parent
            The AI bots in the comments are unbearable. They are gonna take just as much a hit as any other tech company once the bubble pops. I won't necessarily say they will crash, but reddit as we know it...

            I am more than slightly salty this ended up working out for Reddit, honestly.

            The AI bots in the comments are unbearable. They are gonna take just as much a hit as any other tech company once the bubble pops. I won't necessarily say they will crash, but reddit as we know it for this "community of authentic users" will cease to exist. Similar to what happened to Quora last decade.

            7 votes
        2. [4]
          Chiasmic
          Link Parent
          I still think Apollo should have launched a Reddit competitor which automatically switched to on blocking the API access. Yes it would have been a huge undertaking, but it would also have made a...

          I still think Apollo should have launched a Reddit competitor which automatically switched to on blocking the API access. Yes it would have been a huge undertaking, but it would also have made a huge Reddit competitor overnight.

          5 votes
          1. [3]
            raze2012
            Link Parent
            May have been possible. But I also get that the creator probably made a decent nest egg from his current efforts and that he'd see this as a chance to cash out and move on to the next endeavor....

            May have been possible. But I also get that the creator probably made a decent nest egg from his current efforts and that he'd see this as a chance to cash out and move on to the next endeavor.

            Communities need to be made by the people at the end of the day. Seeing Bluesky slowly rise up gives me hope that Reddit isn't at some "too big to fail" level.

            6 votes
            1. [2]
              Chiasmic
              Link Parent
              Yes, and I can see why he didn’t do it from a practical standpoint. And Reddit isn’t too big to fail, but it does stifle forums in general (too easy to set up and then find other subreddits).

              Yes, and I can see why he didn’t do it from a practical standpoint.

              And Reddit isn’t too big to fail, but it does stifle forums in general (too easy to set up and then find other subreddits).

              1 vote
              1. raze2012
                Link Parent
                well luckily (or not so luckily for seachability), discord seems to be taking that title from reddit. The more specific or niche topics that typically have dead subs tend to have more active...

                well luckily (or not so luckily for seachability), discord seems to be taking that title from reddit. The more specific or niche topics that typically have dead subs tend to have more active servers. Or groups that want to be less anonymous but also not into the twitterverse.

                Though discord got new management that also wants to go public. So who knows how that will go?

      2. [5]
        OBLIVIATER
        (edited )
        Link Parent
        It shows with the type of content that is now overtaken all of mainstream reddit. /r/All is basically unusable, flooded with karma-farming repost bots endlessly spamming the same cats, street food...

        It shows with the type of content that is now overtaken all of mainstream reddit. /r/All is basically unusable, flooded with karma-farming repost bots endlessly spamming the same cats, street food videos, and all other kinds of slop. Pretty much every previous default has become endless posts of "trump kills thousands of baby dolphins, what does this mean for baby seals?", even in subreddits that have absolutely nothing to do with the content that they're posting. I laugh every time I see a /r/Technology post that is just there because trump said something on Twitter meaning its somehow technology related.

        Reddit actually still has plenty of great niche communities that provide a lot of value to people, but I question anyone who spends time using an unfiltered feed of the absolute unfettered trash that is most of that site these days. Also I'm pretty sure a ton of the content that gets to the front page these days are just blatantly botted upvotes.

        14 votes
        1. [3]
          DefiantEmbassy
          Link Parent
          One of the interesting subtle things about modern reddit is that new subreddits can grow rapidly. The end result is that, if a subreddit has moderation that even a small % of the userbase find...

          One of the interesting subtle things about modern reddit is that new subreddits can grow rapidly. The end result is that, if a subreddit has moderation that even a small % of the userbase find annoying, they can rapidly spin up an alternative that tears down those rules. The continual effect of this is that moderation on the site has plummeted. (I've been ranting about this for a minute).

          16 votes
          1. [2]
            donn
            Link Parent
            The second one especially is a fantastic read and I'm surprised you hadn't shared it on Tildes.

            The second one especially is a fantastic read and I'm surprised you hadn't shared it on Tildes.

            5 votes
        2. TheRTV
          Link Parent
          There were always bots on the FP, but it's worse now. I occasionally check reddit. Mostly for a small gaming sub. In the past, I could count on any major global news to show up on r/all. If there...

          There were always bots on the FP, but it's worse now. I occasionally check reddit. Mostly for a small gaming sub. In the past, I could count on any major global news to show up on r/all. If there was some environmental disaster, I knew it would be on the FP that day. Nowadays, it's all American based news or simple memes/posts.

          I did enjoy the low effort humor in the comments for the most part and subs like r/NoContextPics or r/WritingPrompts. But those days are long gone.

          So yea like you said, the content quality has gone downhill.

          1 vote
      3. zod000
        Link Parent
        I left reddit directly because of that as did many people I know. So maybe it was good economically, but the site is dead to me.

        I left reddit directly because of that as did many people I know. So maybe it was good economically, but the site is dead to me.

    2. [5]
      ali
      Link Parent
      I feel the opposite. Hiding users post/comment history basically turned a ton of posts into ads. I see an insane amount of “I found this tool” ChatGPT generated comments by people who are clearly...

      Reddit has done a really good job navigating the post-AI landscape IMO. The API change in combination with the deals with Google for data were incredibly savy

      I feel the opposite. Hiding users post/comment history basically turned a ton of posts into ads. I see an insane amount of “I found this tool” ChatGPT generated comments by people who are clearly affiliated with the company, and the fact that Reddit makes it hard to see the history now means that I have to google the username to verify.

      Add to that the people that claim that things aren’t Ai generated, when they clearly are, and you have a recipe for disaster.

      17 votes
      1. [2]
        stu2b50
        Link Parent
        It's a double edged sword. At the same time, allowing history meant a lot of times spats would turn into harassment from deranged terminally online users. It would not be an uncommon occurrence...

        Hiding users post/comment history basically turned a ton of posts into ads.

        It's a double edged sword. At the same time, allowing history meant a lot of times spats would turn into harassment from deranged terminally online users. It would not be an uncommon occurrence for a disgruntled user to downvote every comment you had for an extended period of time because they were pissed off.

        8 votes
        1. raze2012
          Link Parent
          I'm pretty sure reddit sensed this and would basically negate such "revenge downvotes". It's a soft form of rate throttling to prevent that exact issue. But yes. I guess this is the "throw the...

          It would not be an uncommon occurrence for a disgruntled user to downvote every comment you had for an extended period of time because they were pissed off.

          I'm pretty sure reddit sensed this and would basically negate such "revenge downvotes". It's a soft form of rate throttling to prevent that exact issue.

          But yes. I guess this is the "throw the baby out with the bathwater" approach to the long standing issue where Sub A bans you for participating in Sub B, and then in Sub C because the same mod of A moderates C. Just a shame that that "baby" was the core community who'd come together and foster genuine discussions.

          1 vote
      2. [2]
        Trobador
        Link Parent
        I'm surprised because I've seen more of the opposite, people accusing clearly original content of being genAI. Usually drawings with slight anatomy mistakes getting caught in the crossfire. It...

        Add to that the people that claim that things aren’t Ai generated, when they clearly are, and you have a recipe for disaster.

        I'm surprised because I've seen more of the opposite, people accusing clearly original content of being genAI. Usually drawings with slight anatomy mistakes getting caught in the crossfire. It sucks for new artists.

        7 votes
        1. ali
          Link Parent
          that's a real bummer too. I was talking about text, which sadly is a weird medium to catch. In the end, there are many tells. https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing The...

          that's a real bummer too. I was talking about text, which sadly is a weird medium to catch.
          In the end, there are many tells.
          https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing

          The biggest tell that makes me stop and double-check is the em dash, of course. Which is kind of tragic—because it’s now shared by two very different groups: people who write beautifully, and people who copy-paste AI output without understanding it.

          But if the rest of the post history of someone is a person writing on a third grade level, and all of a sudden it's more like this

          Is this AI generated? I just stumbled across luna.watermelonson.com, and it immediately caught me off guard—in a good way.

          At first glance, it feels calm, almost minimal, but the longer you sit with it, the more intentional it feels. Luna isn’t trying to overwhelm you with features or explain itself to death. Instead, it invites you in gently and lets you explore at your own pace. There’s a strong sense that this was built by someone who cares deeply about how things feel to use, not just what they do.

          As a user, what stood out to me most is the restraint. Everything feels deliberate: the pacing, the visuals, the interaction. It doesn’t beg for attention—it earns it. There’s something refreshing about a product that trusts the user enough to leave space for curiosity.

          Luna feels like one of those projects you bookmark, not because you fully understand it right away, but because you want to come back to it later. It’s thoughtful, a little mysterious, and clearly crafted with intention rather than hype.

          I didn't even need to check whether there was an em-dash :D
          But for me it's many more things, and reading output all the time (I work with generative AI, and did my masters in it before anyone called it that) makes me extremely weary.

          • Lists used as a default structure, even when they don’t really add clarity

          • Random bolding mid-sentence to emphasize things that don’t necessarily need emphasis

          • The “it’s not just X, it’s a fundamental Y” framing that tries to elevate a simple point

          • Overly confident structural patterns that feel more generated than intentional

          • Emphasis patterns that signal importance instead of letting meaning emerge naturally

          (Randomly adding ChatGPT output to this to prove my point is very meta)

          3 votes
    3. [6]
      V17
      Link Parent
      At the same time this is another definitive sign that any community associated with old reddit is either entirely gone or just a tiny minority, and reddit succeeded to instead attract the...

      It's would be hard to believe that Reddit would ever get to the point of having a 50/50 gender split. I felt like it had a reputation as one of the sweaty male social medias at one point.

      At the same time this is another definitive sign that any community associated with old reddit is either entirely gone or just a tiny minority, and reddit succeeded to instead attract the mainstream "normie" population. This is great for financial success but terrible for the quality of content, which I suspect is why many of us are here instead.

      10 votes
      1. [5]
        chocobean
        Link Parent
        That's an ... interesting take? It sounds like you're saying having gender parity is a sign that the old community of quality content is gone. Surely I misunderstood? Reddit has always had a lot...

        That's an ... interesting take? It sounds like you're saying having gender parity is a sign that the old community of quality content is gone. Surely I misunderstood?

        Reddit has always had a lot of quality subs that are female heavy. Here's a survey from 2020 /r/childfree: 73.04 female. Survey 2019 from AITA 62.9% female.

        You could have made the point that Reddit is now for Normies by using another quote such as "Premier League subreddit has grown by more than a billion views in the last year", without bringing gender into it, if that wasnt your intention

        5 votes
        1. [2]
          V17
          Link Parent
          Sure, I agree with that as well. I think both are signs. I do think that reddit being apparently immensely popular for skin care and snark subreddits (not mentioned here but also majority women)...

          You could have made the point that Reddit is now for Normies by using another quote such as "Premier League subreddit has grown by more than a billion views in the last year"

          Sure, I agree with that as well. I think both are signs. I do think that reddit being apparently immensely popular for skin care and snark subreddits (not mentioned here but also majority women) is a sign of it being used by the mainstream and not by some specific group as it used to be. This was already largely the case in 2020 or 2019.

          The shortcut that seems like it's implied by my not exactly well worded comment is "more women = shitty content", what I mean in reality is something like "in the case of reddit specifically, more women and the specific things they use reddit for is clearly one of the signs of reddit completely shifting towards mainstream users, and a shift towards mainstream users always means shitty content". I don't care about gender especially on a pseudonymous website where you don't see it unless the user wants to disclose it, but I do think that on reddit specifically the above does apply.

          14 votes
          1. chocobean
            Link Parent
            Cool, thanks for expanding on your comment!

            Cool, thanks for expanding on your comment!

            4 votes
        2. [2]
          Ozzy
          Link Parent
          As a childfree person that sub is anything but quality.

          As a childfree person that sub is anything but quality.

          3 votes
          1. chocobean
            Link Parent
            Fair, I was thinking about being above cat memes and hate subs but .....hmmmm..... I prefer cat meme subs, and as someone on the otherside it somewhat feels like a hate sub. There's also specially...

            Fair, I was thinking about being above cat memes and hate subs but .....hmmmm..... I prefer cat meme subs, and as someone on the otherside it somewhat feels like a hate sub. There's also specially women subs like askWomenOver30, femaleFashionAdvice, brokenMom, plus hobby ones like Crochet that I know are mostly women off the top of my head.

    4. Greg
      Link Parent
      Yeah, reddit seems to be navigating the changing business and media landscape well - honestly quite a lot better than I expected. It's just a shame that the incentives of "be a successful...

      Yeah, reddit seems to be navigating the changing business and media landscape well - honestly quite a lot better than I expected. It's just a shame that the incentives of "be a successful business" seem to be aligned against "do what's positive for society", and indifferently to "make a better product for the users".

      9 votes
    5. [2]
      babypuncher
      Link Parent
      The business has done well, but the actual quality of content and discourse on the site has been on an accelerating downward trajectory and I don't see them making any moves to rectify that.

      Have to be honest, Hoffman's done a very good job at the helm since he came back as CEO and post-IPO.

      The business has done well, but the actual quality of content and discourse on the site has been on an accelerating downward trajectory and I don't see them making any moves to rectify that.

      9 votes
      1. an_angry_tiger
        Link Parent
        Yeah, I barely go on reddit at all these days, only to a few subreddits I still follow, which also seem to be dying out over time. I used to go on r/all just for a firehose of quick dumb content,...

        Yeah, I barely go on reddit at all these days, only to a few subreddits I still follow, which also seem to be dying out over time. I used to go on r/all just for a firehose of quick dumb content, but at some point that all became very political (as in directly relying or commenting on fresh news items) and very incendiary and I just wondered what the hell I was doing.

        It seems to be settling in to a niche of being a image/video based social media place, guess the company is happy about that, does seem to be a whole lot of those around though, and I don't know why I'd choose reddit for that now instead of tiktok.....

        2 votes