London: Today, we’re excited to announce Reddit’s expansion into the UK in an effort to bring community and belonging to more redditors and advertisers in the market. Home to our second largest user base and growing at nearly 70% in the past year, the UK is core to our international vision and growth strategy as we scale Reddit’s advertising business globally, and attract new users to the platform. Our new London team, based out of Holborn, is already servicing local partners, and is now officially open for business. The business is headed by Reddit’s newly appointed Head of International, Tariq Mahmoud, formerly Head of International Sales and Strategy at Roku, who is responsible for growing the company outside the United States.
Opening Shop in the UK
Globally, Reddit brings together more than 430M active users across more than 130,000 active communities with varying passions, purposes and interests. From the dedicated football fans of r/PremierLeague to the irreverent humour and quirky conversation found in r/CasualUK, Reddit’s UK-based communities have something for everyone — one of the reasons Reddit is already a Top 5 most visited website in the UK. Our expansion will focus on extending community and belonging to even more users in this market, while providing brands and advertisers the means to engage directly with the internet’s most passionate audiences.
Samsung, Netflix, PlayStation and Pringles are just some of the leading brands already working with our UK team to find their home on Reddit.
“Our mission at Reddit is to bring community and belonging to everyone in the world. Brands looking to engage in an authentic and interesting way can be a part of this mission too, tapping into our 430M+ active users in the process,” said Reddit Chief Operating Officer, Jen Wong. “With a dedicated team now fully operational in the UK and growing interest from local brands to be part of the Reddit community, we are primed to service the UK advertising market with best-in-class campaigns that cut through.”
Reddit’s unique offering for UK advertisers
Reddit’s users can’t be found anywhere else online and provide a level of insight into consumer perception that isn’t possible on other platforms. 26% of UK Redditors aren’t on Instagram and 48% are not on Snapchat. At 33 minutes per day, UK users spend more time on Reddit than nearly every other social platform, and our audience skews young, with 68% aged between 18 – 34. Our UK user base is almost 40% female, and has a higher household income than the UK national average.
Our new UK team is committed to meeting the needs of local clients and connecting more brands with this unduplicated audience of highly engaged consumers.
A welcome home for UK brands
A recent study of UK-based community site users found that 75% would be receptive towards brand participation with an online community, which aligns with what we’re seeing globally: that almost 70% of Redditors respect brands that make an effort to participate on the platform. What’s more, 61% of Reddit users are more likely to trust a brand that does participate on Reddit, while 66% of our users say brands can have conversations with them on Reddit that they can’t have anywhere else.
“The power of Reddit is in its informed and passionate communities – these are social media users who are actively seeking rather than aimlessly scrolling and this creates an extremely valuable environment for brands to connect and engage where interest is already baked in,” said Reddit VP of Advertising, Harold Klaje, who oversees Reddit’s global sales business. “It is so exciting to be bringing this opportunity to UK advertisers along with a local team whose sole purpose is to find brands of all sizes and across all industries, the perfect home on Reddit.”
Some of these brands are already seeing the benefits of engaging on Reddit, including Samsung, which leveraged our Takeover and Promoted Post products to launch the Galaxy Note 20 in June.
“We are really excited to be partnering with Reddit for the first time, as it’s a key platform for our core audience,” said Samsung UK Social Media Lead Roseanna Burns. “The results of our takeover campaign were outstanding, and we look forward to working with Reddit on future campaigns.”
Reddit is officially open for business in the UK. For more information, to learn more about our advertising options or case studies, contact us.
- As Reddit is consistently one of the top 5 most visited websites in the UK, and one of the top 10 biggest social media platforms by active users. Reddit is also a growing platform in the UK: In 2019 UK views of Reddit grew by 64% year-on-year.
- In fact, the UK is now home to the second biggest community of Reddit users, following the US, with between 7% and 8% of Reddit’s global users based here.
