Google is the stand-out search engine, with 8.5 billion search queries a day. The search engine has revolutionised how we use the internet and find information, constantly updating and evolving. However, as people search for more specific and tailored information, other alternatives are being used.

Social media as a search engine

Much like Google, social media platforms have revolutionised how we use the internet, keeping us in constant contact with friends and fully up to date with any news. Due to the modern day nature of social media, with most platforms being a searchable tool for locations, restaurants, hotels, travel blogs, and many more niche interests, these platforms are now being used to answer queries and conduct research. People used to search Google for restaurants near them, and they may still do. However, now they will include social media in their research; maybe to check out the instagram of the restaurants that they find on Google, or maybe to look at the instagram page of a local food blogger to see what they recommend. However it is utilised, social media is becoming more prominent in our quest for answers.

How does Reddit work?

Reddit works much like Google’s search works in the backend. Google prioritises good quality content and brings value to searchers, determining this value from how it scores the author. Reddit does this, but much more openly. A Redditor can create subreddits, posts, comments, and interact with other users. The redditor can then hand out ‘karma’ which essentially acts as an approval of another redditor. The higher the karma, the more trusted a source you are, and this authority then comes across in the comments that you leave. A highly trusted redditor will find their comment sorted the highest, as it is quite likely that they are giving a relevant and valuable response, but even if not, other redditors can up-vote or down-vote this response to add further context. 

This user driven search result monitoring is what makes Reddit so valuable. There will be multiple experts talking on niche topics from experience, knowledge, and opinion, and these can all be filtered and searched for a user to get an answer from different points of view. 

The Influence of Reddit as a Social Media Search Engine

Reddit has 83 million visits a day, much less than Google, but when you’re looking for a very niche topic or for a real human response, your Google search query will often look a bit like this: “(detailed question) reddit”, adding [reddit] to the end of search queries to force Reddit results. Reddit has become a go-to site for people who want an answer to a question from someone who has been in their exact situation, and more often than not, there will be a very helpful response. Reddit fills the gap of oversaturated low-quality by providing authentic, user-generated content that is trusted by so many searchers. 

The Google Helpful Content Core Update and Reddit

Google recognised the success of Reddit, and the demand from users to see UGC from Reddit users, and has incorporated Reddit into its search results more prominently since the 2022 helpful content update.

Deals between Google and OpenAI underscore Reddit’s value, with Google signing a $60 million deal for training future AI models using Reddit data, with Reddit giving Google real-time content access to train their AI models. 

Utilising Reddit as a Marketing Tool

Reddit can be one of the hardest communities to master and break into. You will need dedication to your goal and the platform, and sometimes years of experience. Reddit’s community-driven approach and authentic content make it an invaluable platform for marketers, so if you’re willing to invest the time and effort then you will definitely see a return on your efforts.

Whether you are engaging in existing subreddits, creating your own, or running ads, Reddit offers unique opportunities for meaningful connections and impactful marketing.

If you have any questions or need help with your brand’s impact on Reddit then feel free to get in touch.