How & Why Brands Are Winning With Reddit Marketing 

Reddit usage in the UK has grown remarkably and just surged past X, formerly known as Twitter, as the UK’s fifth-most-used social platform (The Guardian). For marketing, this will have significant effects on how marketers reach B2B and B2C targeted audiences that are really well-engaged.

Why Marketers Should Have Reddit on their Radar

Reddit’s Growth & Market Share

• It is the fastest-growing social media platform in the UK, with a user base that has grown 47% year-on-year as of 2024. (The Guardian).
• It holds a 2.37% share of the UK social media market (StatCounter).
• 7.33% of Reddit’s users come from the UK, making the country the second-biggest home for the platform after the United States (Exploding Topics).

Demographics: Who Uses Reddit in the UK?

Understanding the user demographics of Reddit is important in targeting the right audience.

• Age:
  • 64% of all Reddit users are between ages 18-29 years, hence the best platform that suits Millennials and Gen Z. (SocialChamp).
  • 22% of the users fall within the 30-49 years age bracket. This is important for B2B and professional services. (SocialChamp).
• Gender:
  • 63.6% of users are male, while 35.1% are female (Exploding Topics).
• Education & Income:
  • 46% of Reddit users have a college degree; thus, it is a perfect platform that B2B marketers would wish to belong to. (SocialChamp).
  • Users are very tech-savvy, research-driven, and have deep discussions before making decisions (Exploding Topics).

Why Reddit Is Effective for B2B and B2C Marketing

1. High Engagement & Trust

• The average user spends 10 minutes per visit on Reddit; engagement goes deep in topic-based communities (Red Website Design).
• Reddit’s content ranks well on Google, providing long-term organic visibility. 

2. Community-Driven Marketing

• Brands can reach out to niche communities via subreddits catering to their industry. For example, Fintech brands can engage with sub-threads such as r/UKPersonalFinance,, Gaming brands with r/Gaming and r/PS5, and B2B SaaS businesses can find conversation in r/EntrepreneurUK and r/Technology.
• Successful strategies have included AMAs, content-driven engagements, and targeted advertising on Reddit.

3. Advertising Potential

• Reddit’s ad platform allows for interest-based targeting, making it a viable alternative to Meta and Google Ads. 
• Cost-effective ad options mean brands can reach engaged audiences without the high CPC of Google.

Image Credit: Media Shower

Case Study: How The Economist Uses Reddit Marketing

A great example of a brand succeeding on Reddit is The Economist. The publication actively engages with Reddit users through AMAs (Ask Me Anything) sessions, where journalists answer questions from the community (Media Shower).

Key Takeaways for Marketers:

• Humanise your brand – Engage authentically and interact with users directly. 
• Encourage dialogue – Use AMAs and discussion threads to build trust. 
• Leverage long-form content: Redditors love great insights and well-researched replies.

How to Build a Winning Reddit Marketing Strategy

1. Identify Relevant Subreddits – Research where your audience engages.
2. Engage Helpfully – Avoid selling; instead, provide value and contribute to discussions. 
3. Use Reddit Ads Strategically – Target based on interests, locations, and subreddit activity.
4. Leverage AMAs and Thought Leadership – Establish credibility by directly answering user questions.
5. Monitor Trends and Feedback – Use Reddit as a real-time focus group to gain industry insights.

Use Reddit for Content Ideation & Distribution

• Monitor discussions in relevant subreddits to identify trending topics and pain points.
• Repurpose high-performing Reddit conversations into blog posts, social media content, and newsletters.
• Engage with niche communities by sharing valuable insights, rather than overtly promoting products.

Final Thoughts

The continuous growth and active user base make Reddit a goldmine that remains untapped by marketers in the UK. The platform offers organic and paid marketing opportunities with their highly engaged, research-driven audience. Be it a B2C eCommerce brand or a B2B software company, the niche communities and open discussions on Reddit make it a powerhouse for brand awareness, lead generation, and customer engagement.

Next Steps:

• Browse relevant subreddits.
• Create an engagement plan.
• Test the ad platform for targeted marketing on Reddit.

Brands can reach highly targeted audiences, build brand credibility, and stay ahead of the competition by integrating Reddit into their digital marketing efforts.