Reddit has overtaken TikTok in UK usage 

Recent UK data reported by The Guardian shows that Reddit has overtaken TikTok to become the fourth most visited social media platform in the UK. It’s a shift that has surprised many marketers but one that makes sense when you look beyond surface metrics. 

Reddit’s growth hasn’t been driven by short-form trends or viral content. It’s been driven by search visibility, interest-led communities and discussion. 

What’s actually changing 

For years, social strategy has been dominated by feeds. Scrollable, visual, fast-moving environments where attention is brief and content competes relentlessly. 

Reddit operates differently. Users arrive with intent. They search. They read. They participate. Communities are built around shared interests rather than personalities or algorithms alone. 

This signals a broader shift that audiences are increasingly seeking context, depth and peer conversation, not just entertainment. 

Why this matters  

This doesn’t mean brands should rush on to Reddit or abandon mainstream platforms. It does mean the definition of social is widening. A forum-style environment rewards relevance over reach (it’s back), contribution over broadcasting (noise is getting quieter) and understanding over interruption.  

For marketing leaders, this is a reminder that visibility isn’t just about where you post, it’s about where audiences choose to spend time thinking, not just scrolling. 

What to take from this 

Reddit’s rise isn’t about platform popularity. It’s about behaviour. As audiences fragment, content strategies that rely solely on mainstream feeds risk missing where real consideration and influence now happen. The opportunity isn’t to be everywhere, it’s to be present in the spaces that genuinely shape opinion.