For years, brands have been told the same story: capture attention fast, be louder than the competition, get your logo in front of people within seconds. That approach made sense in the era of glossy, performance-driven social platforms built for broadcasting and spectacle. But as audiences shift their behaviours, the rules of engagement are changing.
As Chloe Singleton, our Performance Director, explains: “We’re seeing the rise of what I call ‘quiet platforms’ — places like Reddit, Discord and even the resurgence of Tumblr subcultures. Here, the rules are the opposite. You need to be seen but not heard. Listen first, contribute second. It’s time to tap into your inner lurker.”
Audiences are recoiling from hyper-curated feeds and craving authentic conversation, niche interests, and raw debate. Reddit has been around for 20 years, but only recently has its visibility exploded. “Search behaviour is changing, and AI tools are citing Reddit as a key source,” says Chloe. Unlike platforms such as TikTok or Instagram, Reddit isn’t pretty — it’s sprawling, overwhelming, and stripped of polish. But that’s exactly where its power lies. “Trust is the currency here, and you only get it by playing by the community’s rules.”
Too often, brands storm into these spaces too loudly, too fast, and too ‘brand-y’. Forums thrive on unfiltered, experience-led debate, which means brands must earn their place through genuine participation. Chloe’s advice is simple: “Observe before speaking, participate with value, and always respect the culture.”
She calls this social listening 2.0, not just monitoring sentiment but mining for questions, curiosities, and cultural cues. That starts with low-barrier entry points like AMAs or community UGC prompts that feel organic, not intrusive. And it means acknowledging Reddit’s role in shaping what AI and search engines surface about your brand. Are you discoverable in the right context? Do you have advocates or detractors? And how can you influence that?
Some brands are already showing how it’s done. “My favourite example is the Michael CeraVe Super Bowl ad, which all started with a random Reddit post asking, ‘Did Michael Cera develop CeraVe?’ The brand spotted it, saw the potential, and created a cultural moment that drove 32 billion impressions,” Chloe shares. Another stand-out is Huel, with its subreddit of more than 36,000 self-identified ‘Hueligans’ offering brutally honest feedback. “It’s a direct line into product development and brand perception — no focus groups required.”
As Reddit and similar platforms grow in influence, Chloe believes the brands that truly succeed won’t be the loudest. “The winners will be the most relevant, the most respectful, and the most quietly present.”
