Reddit, the online discussion platform, has been around for a long time. For most B2B marketers, especially those in our sector, it’s been a platform that’s been easy to ignore. But, if the chatter is worth listening to, that’s changing. Not because Reddit has reinvented itself, but because the way people search for information has changed.
What has changed
One of the most notable shifts is Reddit’s growing reach. The Guardian reports an 88% increase in the proportion of UK internet users reached over the past two years, alongside a 39% rise in traffic.
Reddit’s visibility has largely been boosted by a recent algorithm change at Google, which means content from discussion forums is now prioritised in search results. Visibility has also been increased by recent deals between Reddit and both Google and ChatGPT that allow the businesses to use the platform to train AI models. This has resulted in Reddit being one of the most quoted sources in AI queries.
Values and behaviour
Reddit themselves attribute some of their success to a change in online research habits. People are actively seeking out places where they can see debate and opinions formed from lived experience. People want to understand how decisions are made and what is right for them, especially as they’re being served polished and singular answers from AI.
Reddit threads rarely present a single, polished view; you’ll see questions, follow-ups and contradictions. You’ll see people explaining why something worked in one context and failed in another and for complex decisions, that helps with credibility.
The conversations on Reddit span a wide range of topics. Yes, topics include beauty, parenting and gaming, but they also include niche and technical subjects; and this is where Reddit suddenly becomes interesting for B2B.
Reddit for B2B
Reddit conversations relevant to B2B businesses may look like early research and practical advice, someone asking how something works or discussing what went wrong on a project.
Most of the time, brands aren’t part of these discussions. People are talking to peers, often anonymously, testing assumptions and looking for reassurance before they’re ready to engage formally. By the time a supplier enters the picture, an opinion has often already formed.
The immediate question is usually whether brands should be more active on Reddit themselves. In most cases, particularly in the built environment, the answer is no.
Organic brand participation is difficult to manage and easy to get wrong. Communities (Subreddits) are sensitive to intent, and anything that feels promotional is challenged quickly. Some subreddits are informed and constructive. Others are far less predictable. For many B2B brands, choosing not to engage organically is a sensible and proportionate decision. However, that doesn’t mean Reddit should be ignored.
Where the real value sits
Reddit is certainly something to watch closely. It’s most useful as a source of insight and early signal. That understanding can shape messaging, positioning and content across channels that brands do have control over.
There is also a role for paid activity, used carefully. Reddit’s paid options allow content to sit alongside relevant technical discussion without requiring a brand to insert itself into the conversation. Subreddit targeting is precise particularly for niche professional audiences and niche conversations, for instance, you can target individual Subreddits like UKConstruction alongside specific keywords such as retrofit, planning or sustainability.
Reddit paid ads deliver for awareness and ensuring content appears where early research is already happening.
The takeaway
Reddit is a place where B2B buyers research independently, looking for peer experience and unfiltered discussion rather than brand-led messaging. The real opportunity sits in listening and paid placement alongside relevant conversations, not in overt organic brand participation.
For B2B businesses, the question isn’t whether to be present on Reddit, but whether you understand how opinion forms there, how it feeds into search and AI-driven discovery, and what that means for how your expertise shows up elsewhere.