When trends are always trending, marketers must slow down before jumping in.
What we call “trends” today is just trivial entertainment perpetuated by algorithms and industry groupthink.
At Reddit, however, we’re not seeing trends rise and fall as much as we’re seeing what I call “modern movements”: meaningful, sustained social shifts rooted in human nature.
Over the past year, we’ve tracked conversations from more than 100,000 global communities to identify anomalies that reflect changes in values and behaviors.
By clustering these communities and working with our data science and creative teams, we found several substantial shifts that better represent the zeitgeist – and create more meaningful opportunities for brands.
1. Keyboard confessionals
In a time of ethical gray areas, we’re lost in conflicting subjectivity and left navigating what’s true or not.
In 2022, r/AmItheAsshole was the No. 1 most-viewed Reddit community globally, while r/TIFU (Today I F*cked Up) jumped to #27 – the most significant jump of any community YoY. We also saw r/TrueOffMyChest grow +345% YoY to become a top 30 most viewed community.
There’s a desire for social exoneration or cathartic purification in a culture that’s perhaps too judgemental, perfectionistic and unforgiving. The growth of these communities signals the need for spaces that allow people to be vulnerable, yet accepted.
For brands, when (not if) you misstep, own it – apologize, vow to do better next time and then actually do better. There’s room for admittance and modeling self-reflection for others. How can your brand help people become the most honest versions of themselves?
2. Building blocks over big swings
Situated amongst chronic uncertainty, steady growth is more valuable than ever. In a moment of chaos, people seek control.
In the last year, the growth of Reddit’s personal finance communities compounded. Views of r/PersonalFinance increased by +34%, r/PovertyFinance increased by +92% and r/Frugal increased by +58% YoY. Country-specific finance communities also grew alongside more intense pursuits like r/FIRE (Financial Independence and Retiring Early).
While these communities are mainstays on Reddit, they continue to grow and eclipse another narrative — risky bets on stonks. Many are looking to place bets, but this time, on themselves.
For brands, there’s an opportunity to shift toward building loyalty and connection that help people feel safe and secure. The energy has shifted away from quick, risky bets to slower, incremental progress. How can you support this priority?
3. Zooming out
When attempting to comprehend the scale of a billion dollars or climate change, we realize how small we are. We can feel insignificant, but it’s also an opportunity for awe.
In 2022, r/WorldNews become the third most viewed community, up from No. 18 in 2021. We also saw r/Ukraine become the fifth most viewed community globally – previously unranked. One of the most engaged posts across all retail and lifestyle communities was in r/Sneakers: “Going to territorial defense squad in these kicks. Glory to Ukraine.” Geopolitics crossed into sneaker culture and was met with enthusiasm. Culture runs horizontally.
For brands in an out-of-sync world, people are seeking connection and something larger than themselves. Online communities the opportunity for brands to co-author, co-create or co-produce. Recognizing the interconnectedness of culture and communities, how can you offer global-level resources to empower?
4. People-powered progress
In the face of our mounting challenges (and realizing how personal contributions may feel insufficient), communities are doing what institutions simply can’t or won’t. As we’ve historically seen with r/WallStreetBets and r/AntiWork, they’re getting comfortable taking matters into their own hands.
Consider r/NoLawns, a community questioning eco-diversity and city planning that grew 7x in 2022, or r/GuerillaGardening, a community going wild for wildflowers that grew +123% YoY, planting seeds everywhere to reclaim their communities offline.
Rather than attempting to corral people in supporting your movement, brands should consider stepping behind a community’s existing movement. How can you shape the future of your brand alongside a community’s existing ambitions?
5. In us we trust
Scrolling endlessly we hope to find our answers. But influencers, agendas and algorithms interfere. Increasingly, we’re looking to the collective. We call it “distributed trust.” How ironic, the last bastions of trust are crowds of strangers online?
Advice communities have always been integral to Reddit, but their growth in 2022 was noteworthy. For example, r/Medical_Advice grew 72% YoY as many sought guidance for their most sensitive life decisions, such as how to approach cancer treatment.
For brands, this is a paradigm shift from community management to community participation. A brand voice doesn’t mean an untrustworthy one in the hive mind, but appearing with the sole intention of selling without first hanging won’t resonate. Ask or answer questions, teach, learn and build in public.
Only when we remember the human, are we able to recognize what’s actually important and how organizations can resonate successfully in culture.
It’s not mermaidcore. It’s movements.
Matt Klein is head of global foresight at Reddit.
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