In its Q4 2025 earnings call, Reddit revealed that 80 million people now use its on-platform search feature every week. That’s a big jump (up from 60 million at the start of 2025) and says a lot about how people are finding information online…
People aren’t just finding Reddit posts through search engines or social feeds anymore – they’re actively choosing Reddit as a search destination to research products, look for answers, troubleshoot problems, validate decisions and source opinions, experiences and recommendations. This shift in search behaviour signals growing trust in community-driven answers over polished brand messaging.
Why Reddit Search is Growing
CEO Steve Huffman attributed Reddit’s success to the platform’s authenticity and the candour of the platform’s conversations:
“We’re now operating in a fundamentally different internet, one shaped by opaque algorithms, generative content, and growing distrust. And yet, amid this shift, more people are turning to Reddit, not just to aimlessly scroll, but to connect, learn, and research. […] People are seeking real community, lived experience, and trusted opinions.”
Reddit’s search growth reflects how people’s relationship with online content is changing. People want:
- Honest, unfiltered opinions from real humans who’ve tried the product or visited the restaurant
- Nuanced takes, not one-size-fits-all advice
- First-hand experiences, especially for high-consideration purchases
- Discussions that reflect doubts, trade-offs, and real outcomes.
Between traditional search results and AI-generated summaries, Reddit fills a unique gap by offering opinionated, experience-led content. Reddit’s also improved its search functionality, making it easier for users to find relevant conversations.
What This Means for Marketing
With 80 million people searching Reddit every week, your brand, product or service might already be mentioned in a few discussions (whether you’re involved or not). Brands don’t control the conversation on Reddit in the same way as on your own website or social channels, though. That has a few implications…
Reddit threads are influencing buying decisions
People use Reddit to validate choices, compare alternatives and sense-check brand claims. They’re looking for honest reviews, customer experiences and whether a brand is actually worth their money (versus a competitor). A single well-ranked thread can shape perception far more than a polished landing page.
Community sentiment is becoming more visible in search
Reddit content surfaces prominently in search engines and is increasingly referenced by AI-driven results. What’s said in communities now travels further than it used to. At the same time, though, if your brand isn’t part of those conversations, you’re invisible to a growing segment of search behaviour.
LLMs increasingly draw on community discussions
Organic Reddit engagement also matters for GEO (Generative Engine Optimisation). Answering questions, sharing useful advice, and contributing expertise without pushing for a sale helps shape how your brand shows up in AI-powered search. The key is authenticity: communities can spot marketing a mile away.
Reddit as a Paid Media Channel
With millions of people actively searching Reddit, paid advertising is a big opportunity to drive qualified traffic to your site for conversions. Reddit ads allow you to show up alongside relevant conversations at the exact moment people are researching problems, comparing options, or asking for recommendations. When done well, this isn’t about interrupting users, but about meeting them at the moment they’re making decisions.
It’s about placing relevant, helpful messaging alongside conversations that already signal intent. The audience is engaged, the targeting can be incredibly specific or niche, and you’re reaching people when they’re actively looking for solutions. The compound effect of authentic community presence and participation alongside paid ads driving high-intent traffic will strengthen how you’re discovered and represented in generative search tomorrow.
Reddit’s Growing Role in Search
Google’s not going anywhere, but the search arena is expanding. Your customers might start on Google, ask ChatGPT for a shortlist, verify claims on Reddit, and then make a decision. This fragmentation means your digital presence needs to work harder across multiple platforms. It’s not enough to rank well on Google if your brand has no presence in the places and communities people are increasingly turning to for trustworthy information.
If you’re thinking about where your brand shows up in the research phase, Reddit deserves a place in that conversation. That doesn’t mean forcing your way into threads or trying to control the narrative – it means understanding where and how people talk about your category and building a presence that adds value.
So what can you do?
- Monitor your brand mentions on Reddit. See what people are saying, where the conversations are happening and whether you need to be more active in those spaces.
- Consider Reddit ads as a way to appear in front of users who are actively researching niche topics, pain points or product categories.
- Create genuinely helpful resource content that answers real questions, not just content designed to tick SEO boxes.
The Last Word
Informational and comparison-based queries increasingly surface Reddit content. If your brand is missing from those conversations, you’re missing a layer of influence in the consideration phase. That makes authentic presence in these spaces (supported by paid ads) more strategically important than ever. If you’d like to chat about how to dip your toe into Reddit waters, get in touch.