Back in the day when posting to Instagram without a filter felt about as sacrilegious as dousing cereal in ketchup, Reddit made no sense to me: scruffy language, threads that didn’t just tolerate but actually invited polarization, rules lengthier than the Constitution, all bundled into a headache-inducing interface that was about as appealing and sleek as a bus timetable. But a year ago I started using the platform to do some concept testing, and I was hooked. How did I live for years without Reddit? It’s an eternal Internet block party, set on a street where smoky jazz clubs meet conspiracy dive bars, and poets, pranksters, philosophers and professors all rub shoulders under timeworn neon lights. There’s no bouncer, no cover charge; the only rule? Check your sanity at the door. Seems like I’m not the only one finding solace in Reddit. Their latest Q3 earnings report shows daily active users soaring 47% year-over-year to 97.2 million, with global logged-in users up 27% to 44.1 million. Unexpectedly, profits hit $29.9 million, with EPS at 16 cents a share—sending Reddit’s stock up 22% and investors grinning. Why the sudden exodus to this 19-year-old platform? Reddit’s marketing remains nonexistent, its ad features are barebones, and it hasn’t outgrown the “Breakfast Club” vibe—in fact, the only thing that’s noticeably different is that interface. But no one’s flocking to an app for a facelifted UI. So, what’s changed? Well, AI. Ironically, it’s not Reddit’s use of AI driving the surge; it’s what the other platforms have done with it. Reddit’s growth is a paradox in motion: by keeping its hands off the AI lever, it’s become both the benefactor of, and the antidote to an internet suffocating under algorithmic polish. Winning Without Selling Out We all know Google’s algorithm tweak has bumped user-generated content to the top, giving Reddit prime real estate in our search results. But Reddit’s rise isn’t just a tale of visibility and rankings; other platforms’ relentless AI meddling has started to mess with our heads, stirring up collective cognitive resistance. Here’s a look at how AI and psychology are fueling Reddit’s growth. Fatigued By The Familiar I love ice cream. But lock me in an ice cream parlor that just dished out gelato, soft serve, and sundaes and I’d be taking a machete to the door within hours. Most social platforms have become the equivalent of that parlor, using predictive algorithms to serve up a closed-loop of comfort—a relentless menu of familiar faces, ideas, and aesthetics designed to make users feel safe, entertained, and ultimately, intellectually comatose. This “filter bubble” effect boosts short-term engagement and dwell time, but leads to cognitive saturation and stimulus habituation: the brain flatlines, dulled by the repetition, and begins to crave environments that provide them with variety beyond their comfort zones. There’s also the issue of self-determination: we need to feel like active choosers, not passive scrollers. But algorithmic feeds dial down autonomy to the lowest setting, nudging users toward a one-size-fits-all digital diet. Reddit, with its freewheeling, community-potluck chaos, is a space where users can move beyond the calculated déjà vu, sampling everything from molecular gastronomy to maternal guidance. The appeal isn’t just the content, but the option to break from the algorithmic leash. Giving The Sidelined The Headlines Reddit (and LinkedIn, but that’s part of the job description) has become the only place I want to contribute. Posting to Instagram is like asking to be reminded that you’re not one of “the cool kids”, whereas the same post on Reddit could send your inner vanity metrics on overdrive by reeling in hundreds, if not thousands of upvotes. Mainstream platforms are programmed to amplify influencers and high-traffic accounts, while users with smaller followings are increasingly sidelined. The more AI prioritizes engagement metrics, the more it creates a digital caste system that’s rooted in social comparison theory—by rewarding high-clout users, these platforms create an aspirational model that motivates our inner competitive spirit, nudging users to enter the race for popularity. But soon feelings of inadequacy and envy kick in—probably why we have a love-hate relationship with our favorite influencers—and we go from checking the app once a day to once a week. On Reddit’s unapologetically anti-status platform, your follower count is irrelevant—what matters is what you bring. Even the smallest voices are passed the megaphone, and posts rise purely on their own merit, not by algorithmic decree. It’s a space where autonomy and competence thrive, two psychological needs that mainstream platforms have all but trampled in their design. For those fed up of digital obscurity, Reddit offers a democratic reprieve. “I’m Tired Of Trying To Be Perfect” I thought AI editing tools would shave off hours. How naive of me. With most platforms falling over themselves to hand us AI that helps us gloss up our online glow—auto-beautification, snappy editing, B-roll on demand, and fixes for flaws we didn’t know existed—it’s feeling borderline criminal not to chase an airbrushed version of perfection. This drive for idealization is also driving users away, suffocated under the pressure to present idealized or narrowly defined versions of themselves that aligns with what the algorithm promotes as “successful” content. This performative aspect ultimately creates what psychologists call a self-discrepancy gap—the distance between our “ideal” self (how we present ourselves online) and our “actual” self (who we really are). The wider this gap, the more likely we are to feel a sense of detachment, distress, and even alienation. Reddit, in contrast, plays guard to the genuine, where anonymity and content-first engagement free users from the aesthetic rat race. Amid the grammatical errors and blurry shot-by-someone’s-dad photos, users can trade in persona curation for personal connection. Repulsed by refinement? Reddit’s rawness is your refuge. Pining For The Prohibited AI moderation has turned social platforms into hotel lobbies: neutral tones and ambient music, where anything too real or unruly gets swept under the rug to keep the ‘brand experience’ spotless and advertisers happy. This sanitized approach may keep ad dollars flowing and their PR teams sane, but it leaves users feeling stifled, especially those craving unfiltered conversations on topics that aren’t easily tied up in a bow. Psychologically, this taps into the forbidden fruit effect: an implied “off-limits” boundary is like a 50% off sign—you can’t resist taking a look at what’s inside. The brain’s reward circuits kick into gear when we engage with challenging or even taboo topics, releasing dopamine and giving us a cognitive rush that sterilized feeds can’t deliver. But Reddit? It was basically born out of the nuanced, the illicit, the proscribed—r/NSFW, anyone? Subreddits like r/DebateAnAtheist or r/MakeMyCoffin dive into debates and dark fascinations that AI on other platforms would flag without a second thought. The attraction to Reddit isn’t merely a matter of fringe content, or our inner darkness, but a response to a deeper psychological need for cognitive autonomy—the desire to decide for ourselves what’s deemed “inappropriate.” As other platforms cultivate intellectual passivity, Reddit provides a dopamine hit for those tired of algorithmic etiquette—a space where curiosity isn’t a liability but the entire point. The Best PR Is No PR Meta, Snap, Instagram—name a platform NOT gearing up the publicity on their AI features? With user trust hanging by a thread—thanks to years of data mining, eerily accurate algorithms, and endless profit-chasing—these platforms have somehow decided that what we need now is more AI fanfare. To the savvy, every new “enhancement” feels less like a gift and more like another layer of surveillance wrapped in buzzwords. This is classic reactance theory in action: when people sense that their privacy is under threat, they push back. And in this case, they’re pushing their interest toward Reddit, who’s taken the high road (or maybe just the quiet one), keeping its AI ambitions under wraps and building trust by doing what it’s always done best: letting its humans run the show. In a dash of irony, trying to impress users through the press might be fast-tracking them to Reddit. Sure, the hub’s got the occasional whack job with anger management issues and conspiracy-peddling nutcase lurking around, but it could be a place that might just be on the right side of the line, simply because they refuse to jump in the ring. Final Thoughts: Could Reddit Redefine Influence By Never Trying to Influence? Unlike its competitors, Reddit had priorities more important than becoming a cultural tastemaker. For nearly two decades, it was perfectly content being the “Sheldon” of social media—eccentric, unfiltered, happily overlooked. But now? It’s hot. And getting hotter. By refusing to curate culture, Reddit has become one of the last places where culture still lives. Here’s hoping the industry will see Reddit’s rise not as a story of surging stats, but as a wake-up call: the more tech tries to engineer our experience, the more we’re drawn to places that don’t feel engineered at all. Perhaps real influence is knowing when to take the backseat and let people be… people. Back in the day when posting to Instagram without a filter felt about as sacrilegious as dousing cereal in ketchup , Reddit made no sense to me: scruffy language, threads that didn’t just tolerate but actually invited polarization, rules lengthier than the Constitution, all bundled into a headache-inducing interface that was about as appealing and sleek as a bus timetable. But a year ago I started using the platform to do some concept testing, and I was hooked. felt about as sacrilegious as dousing cereal in ketchup How did I live for years without Reddit? It’s an eternal Internet block party, set on a street where smoky jazz clubs meet conspiracy dive bars, and poets, pranksters, philosophers and professors all rub shoulders under timeworn neon lights. How did I live for years without Reddit? There’s no bouncer, no cover charge; the only rule? Check your sanity at the door. There’s no bouncer, no cover charge; the only rule? Check your sanity at the door. Check your sanity at the door. Seems like I’m not the only one finding solace in Reddit. Their latest Q3 earnings report shows daily active users soaring 47% year-over-year to 97.2 million, with global logged-in users up 27% to 44.1 million. Unexpectedly, profits hit $29.9 million, with EPS at 16 cents a share— sending Reddit’s stock up 22% and investors grinning . Seems like I’m not the only one finding solace in Reddit. sending Reddit’s stock up 22% and investors grinning 22% Why the sudden exodus to this 19-year-old platform? Reddit’s marketing remains nonexistent, its ad features are barebones, and it hasn’t outgrown the “Breakfast Club” vibe— in fact, the only thing that’s noticeably different is that interface . But no one’s flocking to an app for a facelifted UI. Why the sudden exodus to this 19-year-old platform? Why the sudden exodus to this 19-year-old platform? in fact, the only thing that’s noticeably different is that interface So, what’s changed? Well, AI. So, what’s changed? Well, AI. So, what’s changed? Well, AI. Ironically, it’s not Reddit’s use of AI driving the surge; it’s what the other platforms have done with it. Ironically, it’s not Reddit’s use of AI driving the surge; i t’s what the other platforms have done with it. t’s what the other platforms have done with it. other Reddit’s growth is a paradox in motion: by keeping its hands off the AI lever, it’s become both the benefactor of, and the antidote to an internet suffocating under algorithmic polish. Reddit’s growth is a paradox in motion: by keeping its hands off the AI lever, it’s become both the benefactor of, and the antidote to an internet suffocating under algorithmic polish. Winning Without Selling Out Winning Without Selling Out Without We all know Google’s algorithm tweak has bumped user-generated content to the top, giving Reddit prime real estate in our search results. But Reddit’s rise isn’t just a tale of visibility and rankings; other platforms’ relentless AI meddling has started to mess with our heads, stirring up collective cognitive resistance . collective cognitive resistance collective cognitive resistance collective cognitive resistance Here’s a look at how AI and psychology are fueling Reddit’s growth. Here’s a look at how AI and psychology are fueling Reddit’s growth. Here’s a look at how AI and psychology are fueling Reddit’s growth. Fatigued By The Familiar Fatigued By The Familiar I love ice cream. But lock me in an ice cream parlor that just dished out gelato, soft serve, and sundaes and I’d be taking a machete to the door within hours . Most social platforms have become the equivalent of that parlor, using predictive algorithms to serve up a closed-loop of comfort — a relentless menu of familiar faces, ideas, and aesthetics designed to make users feel safe, entertained, and ultimately, intellectually comatose . I’d be taking a machete to the door within hours a closed-loop of comfort a relentless menu of familiar faces, ideas, and aesthetics designed to make users feel safe, entertained, and ultimately, intellectually comatose intellectually comatose intellectually comatose This “filter bubble” effect boosts short-term engagement and dwell time, but leads to cognitive saturation and stimulus habituation : the brain flatlines, dulled by the repetition, and begins to crave environments that provide them with variety beyond their comfort zones. There’s also the issue of self-determination : we need to feel like active choosers, not passive scrollers. But algorithmic feeds dial down autonomy to the lowest setting, nudging users toward a one-size-fits-all digital diet . “filter bubble” effect “filter bubble” effect cognitive saturation cognitive saturation cognitive saturation stimulus habituation stimulus habituation stimulus habituation self-determination self-determination self-determination But algorithmic feeds dial down autonomy to the lowest setting, nudging users toward a one-size-fits-all digital diet Reddit, with its freewheeling, community-potluck chaos, is a space where users can move beyond the calculated déjà vu, sampling everything from molecular gastronomy to maternal guidance. The appeal isn’t just the content, but the option to break from the algorithmic leash. The appeal isn’t just the content, but the option to break from the algorithmic leash . break from the algorithmic leash Giving The Sidelined The Headlines Giving The Sidelined The Headlines Reddit (and LinkedIn, but that’s part of the job description) has become the only place I want to contribute . Posting to Instagram is like asking to be reminded that you’re not one of “the cool kids”, whereas the same post on Reddit could send your inner vanity metrics on overdrive by reeling in hundreds, if not thousands of upvotes. the only place I want to contribute the same post on Reddit could send your inner vanity metrics on overdrive Mainstream platforms are programmed to amplify influencers and high-traffic accounts , while users with smaller followings are increasingly sidelined. The more AI prioritizes engagement metrics, the more it creates a digital caste system that’s rooted in social comparison theory —by rewarding high-clout users, these platforms create an aspirational model that motivates our inner competitive spirit, nudging users to enter the race for popularity. But soon feelings of inadequacy and envy kick in—probably why we have a love-hate relationship with our favorite influencers—and we go from checking the app once a day to once a week. programmed to amplify influencers and high-traffic accounts digital caste system digital caste system social comparison theory social comparison theory social comparison theory an aspirational model an aspirational model On Reddit’s unapologetically anti-status platform , your follower count is irrelevant—what matters is what you bring. Even the smallest voices are passed the megaphone, and posts rise purely on their own merit, not by algorithmic decree. It’s a space where autonomy and competence thrive, two psychological needs that mainstream platforms have all but trampled in their design. unapologetically anti-status platform unapologetically anti-status platform unapologetically anti-status platform autonomy autonomy autonomy competence competence competence For those fed up of digital obscurity, Reddit offers a democratic reprieve. For those fed up of digital obscurity, Reddit offers a democratic reprieve. “I’m Tired Of Trying To Be Perfect” “I’m Tired Of Trying To Be Perfect” I thought AI editing tools would shave off hours. How naive of me . With most platforms falling over themselves to hand us AI that helps us gloss up our online glow —auto-beautification, snappy editing, B-roll on demand, and fixes for flaws we didn’t know existed—it’s feeling borderline criminal not to chase an airbrushed version of perfection. How naive of me falling over themselves to hand us AI that helps us gloss up our online glow falling over themselves to hand us AI that helps us gloss up our online glow not This drive for idealization is also driving users away , suffocated under the pressure to present idealized or narrowly defined versions of themselves that aligns with what the algorithm promotes as “successful” content. This performative aspect ultimately creates what psychologists call a self-discrepancy gap —the distance between our “ideal” self (how we present ourselves online) and our “actual” self (who we really are). The wider this gap, the more likely we are to feel a sense of detachment, distress, and even alienation. This drive for idealization is also driving users away performative aspect performative aspect performative aspect self-discrepancy gap self-discrepancy gap self-discrepancy gap Reddit, in contrast, plays guard to the genuine , where anonymity and content-first engagement free users from the aesthetic rat race. Amid the grammatical errors and blurry shot-by-someone’s-dad photos, users can trade in persona curation for personal connection . plays guard to the genuine users can trade in persona curation for personal connection persona curation personal connection Repulsed by refinement? Reddit’s rawness is your refuge. Repulsed by refinement? Reddit’s rawness is your refuge. Pining For The Prohibited Pining For The Prohibited AI moderation has turned social platforms into hotel lobbies: neutral tones and ambient music, where anything too real or unruly gets swept under the rug to keep the ‘brand experience’ spotless and advertisers happy. This sanitized approach may keep ad dollars flowing and their PR teams sane, but it leaves users feeling stifled, especially those craving unfiltered conversations on topics that aren’t easily tied up in a bow. sanitized approach Psychologically, this taps into the forbidden fruit effect : an implied “off-limits” boundary is like a 50% off sign—you can’t resist taking a look at what’s inside. The brain’s reward circuits kick into gear when we engage with challenging or even taboo topics, releasing dopamine and giving us a cognitive rush that sterilized feeds can’t deliver. forbidden fruit effect forbidden fruit effect forbidden fruit effect brain’s reward circuits brain’s reward circuits dopamine cognitive rush But Reddit? It was basically born out of the nuanced, the illicit, the proscribed —r/NSFW, anyone? Subreddits like r/DebateAnAtheist or r/MakeMyCoffin dive into debates and dark fascinations that AI on other platforms would flag without a second thought. The attraction to Reddit isn’t merely a matter of fringe content, or our inner darkness, but a response to a deeper psychological need for cognitive autonomy — the desire to decide for ourselves what’s deemed “inappropriate.” It was basically born out of the nuanced, the illicit, the proscribed The attraction to Reddit isn’t merely a matter of fringe content, or our inner darkness, but a response to a deeper psychological need for cognitive autonomy cognitive autonomy cognitive autonomy the desire to decide for ourselves what’s deemed “inappropriate.” As other platforms cultivate intellectual passivity, Reddit provides a dopamine hit for those tired of algorithmic etiquette— a space where curiosity isn’t a liability but the entire point. a space where curiosity isn’t a liability but the entire point . but the entire point The Best PR Is No PR The Best PR Is No PR Meta, Snap, Instagram—name a platform NOT gearing up the publicity on their AI features? With user trust hanging by a thread —thanks to years of data mining, eerily accurate algorithms, and endless profit-chasing— these platforms have somehow decided that what we need now is more AI fanfare . To the savvy, every new “enhancement” feels less like a gift and more like another layer of surveillance wrapped in buzzwords. With user trust hanging by a thread these platforms have somehow decided that what we need now is more AI fanfare To the savvy, every new “enhancement” feels less like a gift and more like another layer of surveillance wrapped in buzzwords. another This is classic reactance theory in action: when people sense that their privacy is under threat, they push back. And in this case, they’re pushing their interest toward Reddit, who’s taken the high road (or maybe just the quiet one), keeping its AI ambitions under wraps and building trust by doing what it’s always done best: letting its humans run the show . reactance theory reactance theory reactance theory letting its humans run the show letting its humans run the show In a dash of irony, trying to impress users through the press might be fast-tracking them to Reddit. Sure, the hub’s got the occasional whack job with anger management issues and conspiracy-peddling nutcase lurking around, but it could be a place that might just be on the right side of the line, simply because they refuse to jump in the ring . In a dash of irony, trying to impress users through the press might be fast-tracking them to Reddit. impress users through the press but it could be a place that might just be on the right side of the line, simply because they refuse to jump in the ring Final Thoughts: Could Reddit Redefine Influence By Never Trying to Influence? Final Thoughts: Could Reddit Redefine Influence By Never Trying to Influence? Unlike its competitors, Reddit had priorities more important than becoming a cultural tastemaker . For nearly two decades, it was perfectly content being the “Sheldon” of social media— eccentric, unfiltered, happily overlooked . But now? It’s hot. And getting hotte r. Reddit had priorities more important than becoming a cultural tastemaker Reddit had priorities more important than becoming a cultural tastemaker eccentric, unfiltered, happily overlooked And getting hotte By refusing to curate culture, Reddit has become one of the last places where culture still lives. By refusing to curate culture, Reddit has become one of the last places where culture still lives. By refusing to curate culture, Reddit has become one of the last places where culture still lives. Here’s hoping the industry will see Reddit’s rise not as a story of surging stats, but as a wake-up call : the more tech tries to engineer our experience, the more we’re drawn to places that don’t feel engineered at all. wake-up call the more tech tries to engineer our experience, the more we’re drawn to places that don’t feel engineered at all. the more tech tries to engineer our experience, the more we’re drawn to places that don’t feel engineered at all. the more tech tries to engineer our experience, the more we’re drawn to places that don’t feel engineered at all. Perhaps real influence is knowing when to take the backseat and let people be… people. Perhaps real influence is knowing when to take the backseat and let people be… people.
