One of the current buzzwords in communications is “AI visibility” (okay, it’s not one word, but let’s not worry about that now…). AI search engines search in a different way and give entirely different kinds of answers than Google does. That’s why professionals are feverishly researching the secret formula behind which sources AI models draw their information from, and which platforms they cite most often. Reddit’s name keeps popping up again and again in numerous targeted studies as one of the most frequently cited platforms. What’s more, traditional Google is also surfacing it as a result more and more often. So what’s the secret? And how can we put it to use for our own purposes? I thought it was worth taking a closer look.
Reddit around the world
According to the data, Reddit (founded roughly 20 years ago by two students at the University of Virginia) now has more than 120 million daily active users worldwide, which is a significant number on its own (this is actually Q4 2025 data, so the figure is probably even higher by now). If we add that this represents growth of nearly 20% compared to the previous year, the figure looks even stronger. If we can’t tear ourselves away from ever-larger numbers, we can also look at weekly visitor numbers, which stand at close to half a billion. According to the statistics, monthly visitors could reach 1.5 billion by the end of this year. Of course, this figure is still far behind the Facebook (more than 2 billion daily active users), WhatsApp (around 1.5 billion daily), and YouTube (around 1.2 billion daily) triumvirate, but considering that it’s a completely different type of platform with a different operating principle, it’s not bad at all…
Reddit in Hungary
Reddit is becoming increasingly active in Hungary as well. According to available data, the platform’s advertising reach totals around 2.8 million users, which is roughly a third of Hungarian internet users. This figure somewhat exceeds the reach of LinkedIn and Pinterest, both of which stand at around 2 million in Hungary. And an important additional data point: reach in Hungary has nearly doubled over the past year — meaning we’re talking about a media surface that’s growing quite dynamically. The most active Hungarian communities are:
- r/hungary: approx. 260,000 weekly visitors
- r/askhungary: approx. 230,000 weekly visitors
- r/budapest: approx. 90,000 weekly visitors
All of this shows that Reddit is no longer a platform to be overlooked in Hungary either. It definitely has a place on the media map of Hungarian communicators.
Reddit’s power in communications
As I mentioned, the platform’s name frequently comes up in the context that the information found there is often cited by various AI-based search engines. This is mainly because ChatGPT and its peers favor information that reflects genuine user experience, especially when it’s available in as well-structured and well-categorized a form as it is on Reddit. So if a company or brand wants to place emphasis on AI visibility (and who wouldn’t want to these days…), it’s definitely worth investing energy in the Reddit platform.
What can Reddit be used for?
First, let’s make one thing clear right away: not for covert advertising. Beyond that, of course, it’s an excellent platform for a whole range of things, simply given its nature. It’s built around groups organized by topic, with discussion in those groups happening primarily through text-based comments. It can be great for gathering insights, forecasting crises, and much more. Let’s go through the possibilities.
- Active expert presence
While Reddit’s audience is, to put it mildly, not fond of disguised advertising, there is receptiveness to expert content delivered with an open visor. Questions answered from an expert profile (not comments that smell of advertising!) or an Ask Me Anything (AMA) organized in a given subreddit can be an excellent tool for active communication.
- Crisis alerting
Continuous monitoring of Reddit (there are even free services available for tracking certain keywords within Reddit’s system) can help prevent, or at least allow timely management of, certain crisis situations that haven’t yet reached mainstream media but have already surfaced in online communities.
- Competitor analysis
Of course, Reddit isn’t only useful for monitoring consumer opinions about ourselves — it’s also useful for tracking our competitors’ topics and activity. We can gather very useful information by actively searching for mentions of our competitors’ names or the topics that matter to them.
- Customer/consumer insight
One of the most important considerations for communications professionals is always making sure the messaging matches as closely as possible what consumers or customers are actually interested in or struggling with — in other words, that it’s based on real consumer insight. Reddit can help a great deal in gathering these kinds of insights too, since conversations conducted largely under pseudonyms tend to surface fairly honest opinions and problem statements.
- Advertising
The least clever but most obvious solution is using display ads. Reddit offers this option too, and Hungarian companies are already using it. That said, I don’t think this is where the platform’s main potential lies.
Frequently asked questions about Reddit
- Is it worth Hungarian companies using Reddit?
Yes, since Reddit achieves quite decent reach in the Hungarian market too. What’s more, there are a number of active Hungarian communities where a lot of users regularly comment on topics. So the platform is also excellent for gathering domestic insights.
- Do a lot of Hungarians use Reddit?
Yes, according to the data, Reddit’s Hungarian audience rivals that of LinkedIn and Pinterest — somewhere between 2 and 3 million. The largest Hungarian subreddits have close to 300,000 weekly visitors.
- How is this platform different from Facebook or Instagram?
The fundamental difference is that it’s organized around topics/subject areas rather than focused on personal posts. Another difference is that users typically use pseudonyms without profile photos — this too emphasizes the primacy of topics over people. Third, the platform favors text-based content over image or video content.
- Is it true that Reddit content gets special weight in AI search engine answers?
Several professional studies confirm that Reddit is one of the most frequently cited sources in AI search engine answers. One such study was conducted by our network, the Worldcom PR Group, in collaboration with SemRush. You can read more about the findings of that study here.
