As artificial intelligence floods the internet with automated content, many users are increasingly turning to Reddit for what they see as something rare online: real human experience, empathy and honest discussion.
For users like Ines Tan, a communications professional, Reddit has become a go-to space for advice on skincare, reactions to TV shows and even emotional and practical support while planning her wedding. She describes the platform as “empathetic”, saying it offers emotional reassurance alongside practical help, something she feels is missing from more polished social media platforms.
Reddit’s appeal appears to be growing fast. The company reported 116 million daily active users worldwide in its latest third-quarter results, a 19 percent rise year on year. In both the United States and the United Kingdom, women now make up more than half of users, with Reddit emerging as the fastest-growing social platform among women in the UK.
Launched in 2005, Reddit is built around user-created communities known as subreddits. Content is ranked by user votes rather than timelines, and volunteer moderators oversee discussions, supported by site administrators who can intervene when needed.
According to Reddit chief operating officer Jen Wong, the platform’s strength lies in its human-driven conversations at a time when AI-generated material is increasingly dominating the web. She said people are recognising that Reddit offers a level of authenticity that much of the internet has lost, with popular discussions ranging from parenting and reality TV to skincare and health.
However, experts warn that Reddit is not without flaws. Dr Yusuf Oc, a senior lecturer in marketing at Bayes Business School in London, said the platform can confuse popularity with accuracy, creating risks of groupthink, echo chambers and coordinated manipulation through tactics such as “brigading” and “astroturfing”.
Reddit says it actively works to tackle such risks. A company spokesperson said manipulated content and inauthentic behaviour are prohibited, with enforcement carried out through a mix of human review, automated tools and community-level rules set by moderators.
Some analysts argue that Reddit’s growing visibility is also linked to content licensing deals with AI companies, including OpenAI, which allow AI systems to access Reddit discussions. But experts say these deals mainly boost visibility rather than explain why users keep returning.
Long-time users say the platform’s anonymity remains a key attraction. London-based user Josh Feldberg said Reddit offers kinder, more thoughtful feedback than many other social networks and lacks the influencer-driven incentives common elsewhere.
As social media becomes more automated and curated, analysts say users are increasingly seeking lived experience, disagreement and nuance. For many, Reddit’s imperfect but human-centred conversations continue to stand out in an AI-saturated online world.
With inputs from BBC