The growing popularity and relevance of Reddit

That doesn’t change the fact that Reddit has grown significantly in recent years and—judging by the success of its IPO—is apparently pursuing a strategy that many investors have confidence in.

With more than 430 million monthly active users worldwide, Reddit has a significant online presence. While this figure may not be as high as that of other social platforms, such as Facebook, with over 2 billion users, Reddit has succeeded in building a highly engaged and active community. This community consists of subgroups around specific topics or interests, also called subreddits. Users within these subreddits share content such as articles, insights, or videos and participate in discussions. These include subreddits such as r/investing and r/business, but also r/todayilearned and r/boomersbeingfools. On this strong foundation, Reddit has built a reputation as the place to discover new trends, both positive and negative.

This last point is what makes Reddit so relevant—and it goes far beyond the importance of a successful IPO. It seems essential for Dutch companies to closely monitor developments on Reddit, whether they’re talking about their products, market trends, or their own brand.

While Reddit may not be as widespread in the Netherlands as in some other countries, the number of Dutch users is steadily growing. Currently, there are an estimated 2 million+ Dutch users on Reddit, and this number continues to grow.

It’s also interesting to consider the demographics of Reddit users. Research shows that Reddit has a predominantly male audience, with over 70% male users. This can be important for companies targeting men as their primary target audience. Reddit users are also often labeled as nerdy and progressive. Criticism of politics, companies, or society is therefore commonplace on Reddit.

In short, Reddit is gaining popularity and relevance, not only internationally but also in the Netherlands. With a growing user base and a diverse and engaged community, it’s also crucial for Dutch companies to know what’s being shared about them on Reddit. At CFF Communications, we’ve noticed a growing interest from businesses in discussions on Reddit in recent years. This includes recalls, rumors about financial markets, and discussions about the day’s news. Our media intelligence team is increasingly using insights from Reddit to enrich media monitoring for companies.

It will be fascinating to see whether Reddit can maintain its position and whether it succeeds in keeping all stakeholders, from investors to employees and content creators, satisfied during this transaction and in the aftermath. As experts in IPO communications and (social) media monitoring, we will continue to follow Reddit with great interest.