Publishers refine Reddit strategies to tap into targeted referral traffic
While the traffic Reddit is sending to publishers’ sites is still very small, it’s growing for some news publishers.
Reddit is quietly becoming a more important source of referral channel for some news publishers.
While the traffic Reddit is sending to publishers’ sites is still very small and isn’t going to replace declining search referral traffic anytime soon, it’s growing enough for publishers to put more resources into the platform and tweak their strategies to tap into the communities on the social media platform.
In 2023, referral traffic from Reddit brought in about 200,000 pageviews a month to Newsweek’s site, when just one person from its social team was posting on the platform. This year, Reddit is driving between 2 to 4 million pageviews, according to Grace MacRe, Newsweek’s deputy head of social media. Reddit drove 36 million pageviews to Newsweek this year so far, she said. More than 20% of Newsweek’s traffic comes from Reddit some months. There are now three Newsweek staffers posting on Reddit.
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