In the U.K., Reddit is king

"Reddit is now the fourth most visited social media platform in the U.K., overtaking TikTok. The online discussion platform has seen immense growth over the past two years, reaching 88% more internet users in the U.K., thanks to a combination of shifting search algorithms and social media habits. Three in five Brits now encounter the site while online, according to Ofcom, up from a third in 2023."

"More than half of the platform's users in the U.K. are now women and one-third are Gen Z women, many of whom turn to the platform for forums dedicated to skincare, beauty, and cosmetics. A change in Google's search algorithms last year, prioritizing content sourced from discussion forums, is partly behind the platform's growth. Reddit has since become the most-cited source for Google AI overviews, after inking deals with Google and OpenAI, placing the platform at the lucrative intersection of traditional search and AI discovery."

Reddit has surged in the U.K., becoming the fourth most visited social media platform and reaching 88% more internet users over two years. Three in five Brits now encounter the site while online, up from one in three in 2023, and the U.K. hosts the second-largest user base after the U.S. The platform's demographics shifted markedly: more than half of U.K. users are women and one-third are Gen Z women, who often use forums for skincare, beauty and cosmetics. Changes to Google's search algorithms and partnerships with Google and OpenAI have increased Reddit's visibility and use as a source for AI overviews. Many users now seek human-generated reviews and life-stage advice directly on forums rather than relying solely on traditional search.

Read at Fast Company