In the UK, Reddit recently overtook TikTok as Britain’s fourth most visited social media service, a key search destination for Gen Z.
This shift says less about platform preference and more about trust. When young people want unfiltered opinions, lived experience or nuanced debate, they are increasingly turning to community-driven spaces rather than algorithmically optimised feeds.
Gen Z has grown up in a world where it is exceptionally easy to discover, engage with and commit to highly niche interests. Algorithms, forums and community platforms have made it possible to go deep rather than wide - whether that’s through a specific fandom, an interest-led subreddit or a creator focused on a single topic.
