What I’m learning about Reddit so far…
Reddit is a distinctly community driven social platform. Unlike most other platforms, it allows brands to tap into highly specific audiences and communities.
This is largely due to subreddits, which break the app down into niche topics. These enable brands to actively involve themselves in communities that already have a genuine interest in relevant subjects.
But why is Reddit growing in popularity? And what does that mean for brands trying to break into the platform?
We’re seeing a growing need for authenticity across society. This shift has continued into 2026 with the rise of IRL activations and a broader demand for real connection. Brands are no longer expected to just sell a product, they’re expected to build communities and stand for something meaningful.
People now want authenticity and depth from the brands they follow. Naturally, this creates space for platforms like Reddit, whose foundations are built on community led conversation.
Reddit is an unfiltered, honesty led platform. It allows niche communities to grow, connect, share opinions, and learn from one another. But what does this mean for brands?
It means listening.
Brands need to take the time to understand existing communities rather than rushing in without considering the space they’re entering. Earlier this month, at Little Black Book’s The Feed event, I heard Matthew Gerrard (Head of International Creative Strategy at Reddit) speak on this exact point. He emphasised that while brands have a huge opportunity to embed themselves within these communities, the biggest mistake they make is failing to listen first.
Reddit has become one of the most powerful platforms for building genuine connection, creating more loyal and engaged audiences. However, success on Reddit requires patience. Brands must invest time in understanding not just the platform, but the nuances of each subreddit.
Unlike TikTok, where quick wins can be achieved through short form content, Reddit is a slower burn. But like any skill or hobby, once mastered, it pays off long term.
So how can brands use Reddit outside of Reddit?
Dove’s recent campaign is a great example. It demonstrated the power of honesty and transparency, values that resonate deeply within Reddit communities and beyond.
Dove built a campaign around real Reddit reviews of their new hair product, both positive and negative. It was completely unfiltered, featuring lines like “Kinda smells like expired hotel shampoo” alongside “It literally saved my hair.”
They committed to using reviews regardless of sentiment, reinforcing authenticity at every stage. The campaign ended with the tagline: “Hit or miss? Let your hair decide.”
Dove understood something important, brands don’t need to be loved by everyone. In fact, embracing that can make a brand’s identity stronger.
They also incorporated Reddit avatars to maintain user anonymity, embedding the platform’s culture directly into the campaign.
This campaign feels perfectly aligned with where culture is heading. Dove didn’t just adapt, they ripped up the rulebook and leaned fully into transparency. Now, the pressure is on. Brands will need to catch up quickly and get comfortable embracing not just praise, but criticism too.
Overall, Reddit is still a bit of a mystery to me, and a platform I’m continuing to learn. But as society increasingly craves community, meaning, and authenticity in both content and brands, Reddit will continue to grow as a major platform.
For brands and social agencies, the takeaway is clear: it’s time to understand Reddit and more importantly, the communities within it.
This one's on us.
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