This Week in Reddit

Welcome to our 4th edition of ReddVisible.

See what you missed last week.

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:

• No Reddit for Bing: Reddit is exclusive with Google for now (see my full note below the fold), blocking crawlers from anyone but Google.

• Lily Ray Dives Deep: This is a great, detailed dive into the ways in which Google is surfacing Reddit results & some thoughts on when Reddit is helpful (or not).

• Reddit Launches Lead Gen Ads: This is fairly under the radar but could be an excellent source for newsletters, list builders, and lead gen sales teams to leverage Reddit.

• Reddit Strike Deal with Sports Leagues: An interesting new move for Reddit where they’ll get to share select MLB, NBA and NFL content in exchange for an ad-based rev sharing agreement.

What Does Reddit + Google Exclusivity Mean?

This is the big headline news this week. There’s a lot of theories as to why Reddit did this, but the most obvious explanation to me is that they’d like to get paid for “their” content.

In the short term, this means no more Bing (and Bing enabled) search traffic. However, this doesn’t seem like a huge hit, given that Bing wasn’t featuring Reddit like Google is.

But this does seem to signal that Reddit integrated into Google Search is here to stay.

I can’t see Reddit making this decision lightly. They probably see 1) platform user growth and 2) Google traffic geyser as more reliable bets.

Some questions that still remain for me…

While Reddit is protective of content on their platform, the reality is that UGC is still “user” generated. There’s a double standard here in terms of compensation and Reddit’s incentive problem mirrors the larger creator vs tech platform conundrum.

Reading the tea leaves, I think Reddit will announce some sort of broader creator (and perhaps moderator) incentive program OR openly embrace creator monetization tools (e.g. like TikTok shops, paid subscriptions, etc…).

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:

• 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.

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I’m “all in” on Reddit right now as the fastest way to acquire users and build community.

As such, my course is a fluid, evolving project. I’m adding new modules weekly!

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That’s it for this week!