Publishers Boost Reddit Presence After Google's Helpful Content Update Increases Traffic

August 14, 2024 at 1:10:33 PM

TL;DR Google's Helpful Content Update in September 2023 boosted Reddit's search visibility, leading to a surge in traffic. Publishers like Yahoo, Puck, and The New York Times are creating or revamping Reddit accounts to tap into this traffic. Reddit's new tools, such as a simplified AMA feature and improved embed product, facilitate these efforts. Social referrals from Facebook have declined, making Reddit an attractive alternative for audience engagement.

Publishers Boost Reddit Presence After Google's Helpful Content Update Increases Traffic

Several publishers have increased their presence on Reddit due to a significant rise in search visibility following Google's Helpful Content Update in September 2023. This update increased traffic to user forums like Reddit, which saw its monthly visitors nearly triple from 132 million to 346 million between August 2023 and April 2024. As a result, publishers like Yahoo, Puck, and The New York Times Opinion have launched new Reddit accounts, while others like Rolling Stone and Newsweek have revitalized existing ones.

Publishers' Strategies on Reddit

New Accounts: Establishing a substantial presence on Reddit can take years, but it offers an opportunity to engage with subreddits and readers already sharing their content. This engagement can drive brand affinity, traffic, and subscriber conversion.
Revamping Existing Accounts: Publishers like Newsweek have seen significant growth in Reddit traffic, with some reporting their biggest months ever. For example, Newsweek's Reddit traffic in July was up 132% year over year.

The increase in Reddit's search visibility comes amid broader shifts in traffic patterns. Social referrals from Facebook have declined by 58% since 2018, prompting publishers to seek new sources of readership. This reflects the increasing atomization of the internet and the need for a diversified portfolio of traffic referral sources.

New Tools from Reddit

Reddit has introduced new products to facilitate publishers' efforts, including:

Simplified AMA Feature: Makes the AMA process easier to use.
Improved Embed Product: Allows reporters to include Reddit posts in stories more easily.
Reddit Pro: A free dashboard that provides analytics on user engagement.

Publishers like The Independent and Yahoo have utilized these tools to enhance their Reddit presence, hosting AMAs and engaging with their audience more effectively.

The rise in Reddit's search visibility has prompted publishers to revisit their strategies on the platform, leveraging new tools and adapting to shifting traffic patterns to engage with a growing audience.