Reddit's Blowout Quarter

Welcome to this week’s edition of ReddVisible.

See what you missed from the last edition:

Alright, let’s jump right in to this week’s Reddit headlines….

This Week in Reddit

Here are some of the top stories about Reddit this week:

• Reddit Offers New Keyword Targeting for Ads: But the targeting leaves much to be desired. I’m not entirely sure HOW they are filtering by keywords (presumably based on a user typing in the Reddit search bar), but my early tests haven’t yielded any better results compared to subreddit-based targeting.

Reddit’s Big Quarter: Revenue up 68%, 100M Daily Active Users

Big day for Reddit this morning, stock is up about 40% as of midday on the news.

This isn’t entirely unexpected for me as the massive search dominance has fully disrupted the publishing landscape (my previous context).

Some big takeaways for me:

• Daily active users (DAUs) are close to 100 million per day. This makes it one of the most trafficked platforms. For context, YouTube gets 1122 million daily active users.

• Logged in users are up 27% year over year. This has been a key bone of contention for Wall Street bears. Because Reddit gets so much free traffic from Google (and others), it’s important that they capture more of this traffic as returning (“logged in”) users. My take is that the more logged in users Reddit gets, the more insulated it becomes from third party search like Google. Ironically, logged-in users may set their home page to Reddit, or at least use it interchangeably with Google (I’d argue…. gradually replacement for many functions). This is the magic of Reddit. It’s both “open web” and indexable by Google and a platform play with network effects.

• Reddit is GAAP Profitable. I’m not sure I know what this actually means, but it sounds like Reddit is finally profitable (or close “in the ballpark” in accounting speak). The initial knock on Reddit was that it was a perennial money loser and a broken tech story.

What does this mean for brands, creators, and marketers on Reddit? It’s here to stay.

While they certainly have a strong dependence on Google referral traffic for now, at a certain point Reddit achieves escape velocity as a platform. I’d argue it was already there, albeit as a fairly niche platform with a cult-like following. But now it’s there for the mainstream mass market too. Google may actually need Reddit more than ever now.

Reddit Software & Tools

The Reddit ecosystem for tools, software, and related apps is particularly underdeveloped for the #3 platform in the world.

I’m tracking the new tools that pop on my radar here:

• NotifyGPT: Not specifically a Reddit tool, but Reddit is one of it’s strongest use cases for social listening.

• KWatch.io: An all source UGC social listening and monitoring platform, includes Reddit.

• GummySearch: The first dedicated Reddit intel suite I’ve seen, great for monitoring communities, tracking keywords, and doing more advanced keyword research.

• Karmalyzer: I’m an early user of this “Reddit health” app. Still early, but I love the concept of monitoring this.

• RedditInsights.ai: Found this one, a good way to group and approximate topic interest from Reddit. A super scraper. '

• (NEW) Pulse: This ones new this week and I haven’t tested it too much, but could be an interesting. More positioned to brands marketing on Reddit (connects via Reddit API).

• (NEW) Subreddit Traffic Tracker: This is an interesting new find that helps optimize post and engagement timing based on when specific communities are most active on Reddit.

===

Need help engaging as a brand on Reddit?

===

That’s it for this week!