The Next Big Influence Channel Isn’t TikTok

Everyone’s chasing TikTok. 

Scroll through LinkedIn, and it’s all short-form strategy, Gen Z collabs, and viral dreams. However, while brands obsess over going viral, real influence is quietly building elsewhere, where authenticity trumps aesthetics, and trust remains paramount. 

Where is this, you might ask? Reddit.

Quietly becoming the internet’s most powerful influence engine, Reddit isn’t flashy. It’s not polished. And it’s definitely not filled with creators doing unboxing hauls. But it is climbing the ranks of Google search, shaping purchase decisions, and rewarding the brands that understand how to show up without shouting.

Why Reddit’s influence is suddenly skyrocketing

Over the past year, Google’s search results have begun prioritizing Reddit threads, particularly in categories where users seek honest opinions. Skincare routines. CPG reviews. Budget tips. Even software tools.

Why? 

Because people trust other people more than they trust polished brand content, and Reddit, with its messy threads and unfiltered advice, looks and feels more real.

Type “best moisturizer for dry skin” or “CRM tools for freelancers” into Google, and chances are a Reddit thread will show up on the first page. Users are even adding the word “Reddit” to their searches just to bypass the ads and influencer fluff.

That shift is huge.

Reddit isn’t where you go to post content. It’s where you go to be talked about. And for the brands earning organic buzz, that’s where the magic happens.

Rob Gaige, Global Head of Insights at Reddit, explains that people are getting tired of noise, so they’re turning to communities like Reddit for honest, unfiltered answers they can trust. 

Who’s already winning on Reddit?

Take CeraVe. The brand saw a massive boost not through paid placement or influencer campaigns, but because of relentless praise in subreddits like r/SkincareAddiction. Real users shared real results. No scripts. No sponsored posts.

Notion, the beloved productivity tool, dominates threads on r/Productivity and the Notion subreddit itself. Users share templates, compare workflows, and evangelize the tool—all without a single piece of branded content in sight.

Olipop, a soda alternative, built buzz in health-conscious communities like r/HealthyFood and r/ZeroWaste. Redditors rave about the taste, ingredients, and gut health benefits, making it one of the most naturally viral consumer packaged goods (CPG) brands on the platform.

What ties these examples together? They didn’t force their way in. The community led the conversation. The brands just listened and amplified the momentum when it made sense.

Enter: the Reddit-native creator

Reddit doesn’t have traditional influencers. It has something more powerful: trusted insiders.

These are the power users, subreddit moderators, and community voices whose opinions carry serious weight. They’re not chasing followers. They’re building credibility—post by post, comment by comment.

Some are product reviewers. Some are spreadsheet nerds. Some are just passionate superfans. But when they speak, people listen. And brands are starting to notice.

A growing number of companies are quietly collaborating with Reddit power users, offering early access, answering questions in threads, or hosting AMAs (Ask Me Anything) with founders and product leads. Its influence is built on transparency, not transaction.

How brands can show up without getting downvoted

Reddit is famously skeptical of marketers. But that doesn’t mean you can’t participate. You just have to earn it.

Here’s how to do it right:

Do:

• Lurk first. Monitor subreddits where your brand or category is discussed. Learn the tone, the rules, and the pain points.
• Be human. If you jump in, respond like a person, not a brand voice bot.
• Host AMAs. Invite your founder or product team to answer questions honestly in relevant subreddits.
• Seed authentically. Offer samples or early access to active users, not influencers with massive followings, but trusted voices in the space.

Don’t:

• Show up cold. Posting as a brand without context will almost always result in downvotes.
• Over-polish. Redditors value function over form. Keep it real.
• Delete criticism. Trying to control the narrative will backfire fast. Transparency builds trust.

One of the best ways to build Reddit credibility? Invest in customer support and product development that actually reflects community feedback. People talk about brands that listen.

Why Reddit belongs in your 2025 strategy

In a world where cookies are fading, trust is fractured, and every brand is shouting on TikTok, Reddit is a breath of fresh air.

It’s a quiet influence. Long-tail content. Peer-powered SEO.

Reddit threads don’t disappear after 24 hours. They become stronger over time, surfacing in search, attracting new readers, and transforming casual mentions into community-backed recommendations.

Gaige says that “ rather than asking the question themselves, they’re finding the answers from questions others have asked weeks, months, or even years ago.”

If your team is only looking at creator reach and follower count, you’re missing the plot. Influence is shifting from entertainment to trust. And Reddit is where this shift is happening in real-time.

The risk of sitting it out

Ignore Reddit, and your brand won’t just miss a channel; it will miss being a part of the conversation. When you're absent from the spaces where honest opinions are being shared, you lose the chance to shape perception, address concerns, or even be discovered.

While your competitors quietly earn trust in threads that live forever, brands on the sidelines are left reacting instead of leading. And in today’s influence economy, being trusted beats being trendy.

Consider this: Reddit's visibility in Google search results has surged, with the platform becoming the top search result for numerous product-related keywords in 2024, such as “best brake pads” and “high school graduation gifts”. This shift highlights how Reddit discussions are increasingly influencing consumer decisions.

The quiet channel that’s shaping loud results 

Reddit isn’t just a forum. 

Consider it a feedback loop, a content engine, and a community that drives decisions. The smartest brands aren’t just watching; they’re participating. Real influence doesn’t shout. It builds quietly in threads, conversations, and trusted recommendations from everyday people.