Once seen as a niche corner of the internet, Reddit has quietly become one of the most influential online spaces. As consumers continue to shun traditional advertising and retreat to more “private” corners of the internet, where they can connect with friends and other like-minded people, Reddit’s role in enabling this shift is undeniable.
The platform may be nearly the same age as Facebook, but its position in the mainstream has only recently been cemented as internet users seek out online social spaces that cater towards their interests, answer their questions and offer advice on any topic imaginable. Whether it be personal finance and investing, K-pop fandoms, seeking out advice or looking for genuine product reviews, there is a subreddit for everything.
Roughly 40% of the more than 22 billion posts on Reddit reference products or companies, making the platform a treasure trove of insights and a powerful engine of discovery and validation for brands. It’s where people go to test decisions, weigh up options and get reassurance from peers before committing.
Recent analyses — including one from Semrush — also suggest that Reddit has become one of the most frequently cited sources in large language model responses (like Google’s AI Overviews, ChatGPT and Perplexity), often outperforming traditional sources such as Wikipedia or YouTube. In other words, when people ask AI for answers, it’s often Reddit communities that shape the response.
Yet it continues to be overlooked by marketers in APAC, highlighting a significant missed opportunity for brands that are able to get it right.
A platform for the people
With more than half a billion users globally, the platform has become particularly prominent in the Asia-Pacific (APAC) region. We Are Social’s Digital 2026 report with Meltwater found that one in three Australians and Filipinos aged 16+ used Reddit in the past month. In countries like Singapore, where peer recommendations carry more weight than advertising, growth is also strong, with around one in four on the platform each month.
One of Reddit’s biggest draw cards for these users has been its community-first approach. It’s a platform for the people, where users are in control (not brands) and anonymity grants them a safe space to share their authentic experiences, opinions and reviews. However, this is also Reddit’s Achilles’ heel, simultaneously paving the way for trolls, negativity and unfiltered commentary. And not all subreddits are moderated equally.
The risks versus the rewards
Reddit’s long been a blind spot for marketers, and not without reason. Brand safety concerns, inconsistent moderation and the platform’s anonymity make it a harder space to control. Add to that its history of users rejecting overt marketing, and it’s easy to see why brands stay away. But that caution also means missing out on deeply engaged communities and cultural moments that rarely surface anywhere else.
Doing so is leaving wide-open opportunities to be part of the conversations that are directly influencing consumer purchasing, AI-search results and broader culture. In a fragmented APAC landscape where audience attention is spread across many platforms, Reddit stands out as a high-intent environment. People aren’t there to scroll passively, they’re there to research, compare and decide.
The payoff for those brands that get it right is clear. Retail studies show that adding Reddit into social strategies lifts return-on-ad-spend (ROAS) by 11–14%. Beyond numbers like ROAS, the real driver is authenticity. On Reddit, trust is the algorithm. Even one thoughtful organic brand post per week can increase site traffic, while consistent community engagement improves visibility in AI-search results and deepens consumer trust.
Not just another media buy
Let’s be clear. Reddit isn’t your typical media buy or social media platform. Winning on Reddit requires a different playbook. It isn’t about buying reach; it’s about earning trust. That means understanding the culture of the subreddits where your audience is active, and showing up with content that’s clear, credible and genuinely useful. Brands that succeed here are focused on building communities and adding real value to conversations, not just plugging marketing messages.
Some brands are already showing what’s possible. Adobe has fostered loyalty by encouraging designers to share their work. The NBA engages r/NBA with deep-dive guides and AMAs that live on as evergreen conversations. The Washington Post puts reporters directly into threads, answering candidly and humanising the brand.
For APAC marketers, Reddit offers something rare: a single space where people actively search, validate and decide if they want to buy a product. While achieving success requires a nuanced approach, the rewards outweigh the risks. It's a high-intent and high-engagement platform, where consumers go for answers, and it's where culture, commerce and AI are being impacted. To forgo it any longer would be missing a major opportunity.
Suzie Shaw is APAC CEO at We Are Social.
