Faith in Strangers: Why 1 in 3 UK Reddit Users Are Now Gen Z Women
What young people are really using Reddit for and why brands should pay attention.
Reddit has eclipsed TikTok as Britain’s fourth most visited social media site, according to a new report by Ofcom, with Gen Z largely responsible for pushing the online forum from the edges of the web firmly into the mainstream. This is especially true of Gen Z women, who now account for one-third of all Reddit users in the UK. In the US, Reddit's largest and most mature market, the ratio has also changed rapidly, from predominantly male, to reported 50/50 split in 2025. Canada and The Philippines are also experiencing a surge in female users.
In the last two years, Reddit has undergone unprecedented growth globally, from around 50 million daily active users in 2021, to 116 million in 2025.
We spoke to young people who frequently use Reddit to understand how they engage with the platform and why it’s become such an important space for them.
Gen Z women are shifting perceptions around who a Reddit user is and what the platforms means to them
For a long time, Reddit users were assumed to be reclusive, male gamers who indulged in the platform as a chaotic realm of extreme niches and conspiracies. And there was some truth to this reputation, as Reddit’s own COO Jen Wong acknowledges, “Reddit started with this perception, rightfully so, for a male skew – gaming and tech as the anchor”.
Today the user base is drastically changing, with Gen Z women turning to the platform disillusioned with traditional sources of information and seeking crowdsourced knowledge. Reddit shifts things from one-way communication to an open, expansive dialogue with multiple perspectives engaged at once.
Speaking to Raven, she shared that she first started using Reddit looking for answers related to her endometriosis. “Women’s health remains so under-researched and underrepresented,” she says. “When I’d go to the doctor, it felt like they still didn’t understand what I was saying. But on Reddit, people were having the same experience with their doctors and endometriosis.”
Subreddit communities provide young people with what they’re lacking elsewhere – a rare place to feel truly heard, understand they're not alone in their experience, and learn from others going through similar things at various stages.
“Reddit is the first place that I found other women who were having exactly the same experiences as me and it really helped me through my [endometriosis] operation.”
– Raven, 24
Dazed
The most passionate fans gather in subreddits, providing brands with invaluable insight into their true feelings, gripes and opinions
Last year we saw a host of brands and celebrities start up a Substack, the self-publishing newsletter platform that’s experienced a dramatic increase in popularity due to the openness and intimacy it facilitates. Hinge was one of the first brands to do so as part of their ‘No Ordinary Love’ series, created in partnership with Dazed Studio. “Substack has become a place for meaningful discussions about dating and relationships,” said Jackie Jantos, president and CMO at Hinge, “so bringing No Ordinary Love to the platform felt like a natural fit.”
Following a similar logic, we’re now seeing brands use Reddit as a place to connect with people in an unexpectedly open way. This is especially true of brands that foster fandom.
“I think there’s something about the simplicity of the site that makes it feel more honest as well. In a similar way to the Substack of old. No frills, no distractions, no theatre. Just people talking.”
– Nina, 27
“I like reading people’s honest opinions. I feel like Substack’s so curated but Reddit can be so short form, like “this is my opinion, take it or leave it” and that’s also how I feel about what I write on there.”
– Raven, 24
Andrei Kashcha
Earlier this week, Arsenal FC announced the launch of their official Reddit channel, positioning it as a source for "exclusive content and breaking news” and offering fans “a behind the scenes view of the club, including Reddit AMAs (Ask-Me-Anything) with players and club figures.” Since launching on the 3rd February, the channel has already shared candid videos from the pitch-side and boot room, as well as inviting fans to an AMA with centre back William Saliba via the pre-existing r/Gunners subreddit which has been running since 2008. A brand presence can work incredibly well if there’s an active, pre-existing community, but trying to form one from scratch may not be as well received, rather, thought of as superficial.
Reddit enables brands to candidly connect with customers, but they must be careful not to impose themselves, or risk backlash
Arsenal's arrival follows brands such as Oatley, Notion and Sonos setting up official brand channels. For Oatley, they saw Reddit’s open forum as a perfect place to debunk myths about sustainable food choices, hosting an AMA led by Oatly’s sustainability director. However, in true Reddit style, Reddit users decided they would set the agenda, taking the opportunity to ask questions around Oatley’s own investment, packaging and climate footprint.
Reddit can be highly valuable for brands looking for honest and direct feedback, providing an opportunity to respond to any misinformation circulating or customer frustrations. But they also must be prepared to respond to questions as honestly and directly as they’re asked, and remember that anything too manicured will likely be read as contrived.
“I use Reddit to fuel any of my conspiracy theories or general distrust I have for institutions of power. Also to do background checks on companies, like are there any weird allegations or claims etc.”
– Lexie, 27
Sonos’s presence on Reddit has been particularly successful, indeed 74% of Reddit users say the platform influences their purchasing decision, so having a hand in such influence themselves is a smart move. But despite the prestige and polish of the Sonos masterbrand, it understood that to have a legitimate and useful presence on Reddit, it needed to embrace the pre-existing codes.
u/KeithFromSonos is a Sonos employee who’s been a beloved part of the r/Sonos subreddit for over two years, responding to fiddly customer queries, alongside sharing his film recommendations (he’s a “sucker for A24 flicks”). His top (or most upvoted post) comes after it was announced that Sonos had laid off 100 employees.
Rachel Karten, a social media consultant behind the popular Link in Bio Substack, interviewed Keith himself. His advice to brands outlined that they should, “think of the subreddit as a bar or cafe, you are a guest in this community-built space. Be friendly, don’t go from table to table shaking hands and getting involved in conversations. The Reddit community “regular” of the subreddit comes first. Not every engagement needs to be “how can I fix your problem or sell you a thing?””.
“Reddit definitely feels more authentic and real, opposed to TikTok where the content feels staged or performative. And you can get what you want from Reddit and then leave, whereas TikTok is designed to be very addictive which I hate.”
– Charlie, 27
“It’s such a wide range of things that I post about. I can post about endometriosis and I can post about Heated Rivalry and no-one will know that it’s actually me.”
– Raven, 24
What this means for brands
Know trust can’t be performed – Gen Z women are building belief, advice and validation in spaces brands don’t control. Indeed, 74% of Reddit users are not on LinkedIn, and 39% are not on Instagram.
Listen before you leap – Start by observing the subreddits where your audience already lives. The most valuable insights come from what’s being said without you.
Show up as human – Real people, not brand voices, receive the best response. Engage employees, experts or fans who can speak candidly and stay for the dialogue.
Let the community lead – Drop the marketing script and follow Reddit’s own rhythm. Prioritise authenticity, utility and humour over high production polish.
Use Reddit as an early-warning system – It’s where hype brews and backlash begins. Monitor discussions to sense what’s resonating or falling flat before it spills elsewhere.
Reward curiosity, not just loyalty – Contribute to subreddits or AMAs that genuinely add value, help demystify your brand or category, and invite honest feedback.
