Reddit overtakes X in popularity of social media platforms in UK

Reddit, the American online discussion platform, has overtaken X to become the fifth most popular social media platform in the UK, according to the communications watchdog.

Ofcom said Reddit, where users post on discussion threads within topic-based communities, was visited by 22.9 million UK adults in May this year, compared with 22.1 million on X.

The figures make Reddit the fastest-growing large social media platform in the UK and represent a growth of 47% on the same period in 2023. The leap took Reddit above LinkedIn and X into fifth place on the table of UK social media platforms, which is now topped by YouTube after it overtook Facebook, reaching more than 44 million adults.

Reddit, renowned for its devoted user base who refer to one another as Redditors, appears to have been boosted by updates to Google’s search engine this year.

Farhad Divecha, the managing director of the UK-based digital marketing agency AccuraCast, said: “Google’s latest algorithm update in the first half of 2024 gave Reddit a big boost in organic search traffic. I think that has probably contributed a lot.”

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