Reddit trails other social networks in time spent: The platform’s efforts to boost its mainstream appeal could improve engagement.

Reddit tries to solve its brand safety problem: A new partnership with DoubleVerify brings much-needed metrics and safety tools to its burgeoning ad platform.

Reddit gets its own AI content recommendation page: The new Discover tab will look a lot like Instagram’s Explore page, surfacing photos and videos from communities that users aren’t yet subscribed to.

Social media usage gains from 2020 have largely ended. Facebook will have its lowest growth rate ever, Instagram’s user base is getting older, and Twitter is coming down with a case of post-election malaise. However, TikTok and Reddit are still attracting users at an accelerated pace.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Harold Klaje, executive vice president and president of global advertising at Reddit, to discuss which markets are the platform’s top priority, how Reddit caters to users and advertisers abroad, and how brands are building their own presences on the site.

A Reddit thread on popular forum r/Games with over 3,500 upvotes was full of negative responses to the news. “Billboard ads in-game is one thing, but having ads interrupt in the middle of the game would drive me insane,” said one commenter. Popular gaming news site Kotaku’s coverage of the news begins, “Raise your hand if you’re excited to see more ads inside your favorite video games?

As a result, all the major social networks will see growth in Gen Z users this year, with double-digit gains on Reddit (up 15.3%), TikTok (11.5%), and Instagram (10.5%). Among the rest, Pinterest will be up 7.9%; Twitter, up 5.9%; and Snapchat, up 5.1%. Even Facebook will be up 4.9%. Remember—Gen Z is more than just teens.

Advertisers who spoke with us for this report indicated increased spending on TikTok, Snapchat, Pinterest, Twitter, and Reddit. Advertisers’ perceptions of ad effectiveness on four of the five platforms (all but Reddit) have improved over 2020, per the Hootsuite survey. Yet, they were less likely to consider Instagram and Facebook the most effective platforms for reaching their business goals.

US Reddit Users. US Snapchat Users. US TikTok Users. Read Next.

The remaining platforms (Snapchat, TikTok, LinkedIn, and Reddit) could not be analyzed in this way due to the low percentages of platform users who had purchased there. Our analysis led to these conclusions:. Buyer trust is particularly strong in the areas of security and safety.

Amazon was slated for an already high 34.6% increase, but now it’s expected to nearly lead the world with a 61.4% boom (only Reddit, Kuaishou, and Meituan will grow ad revenues faster among our forecast cohort, but from vastly smaller bases). In a Strong Year for Everyone, No One Will Flex More than Google.

Reddit rolls out AI-driven Discover tab. The news: Reddit rolled out a Discover tab on iOS and Android, which shows users an algorithm-driven feed of photos and videos from subcommunities (called subreddits) that users might be interested in.

The biggest public outcome of the new comprehensive anti-hate policy was its ban on the subreddit r/The_Donald along with 2,000 other subreddits and users found in violation. Some of the most active among the banned groups, including r/The_Donald, had been notorious for being havens of misogynistic and sexist rhetoric. Ad Relevance.