As it continues to expand its business operations, in order to capitalize on its growing user base, Reddit has announced that it’s opening a new local office in Australia, which is now home to the platform’s fourth-largest regional audience.
As explained by Reddit:
“Our new Australian team launches with dedicated, locally-based Community, Engineering and Sales staff, as well as Country Manager, David Ray, who will join us in the coming weeks. The Australian business is managed by Reddit’s Head of International, Tariq Mahmoud, and is already partnering with local entities, working with Australian-based moderators and communities, and establishing local brand partnerships.”
The Australian expansion is the latest in the company’s evolving growth strategy, which has also seen it open offices in Canada and the UK over the past 9 months.
Reddit says that its Australian audience has grown by 40% year-over-year, with the average Aussie user now spending some 31 minutes per day in the app, which Reddit claims is a higher average session time rate than Instagram, Snapchat, Twitter and Pinterest.
“[Australian Redditors] collectively contribute 158 million posts, comments and votes on the platform every month. 62% of our Australian users sit in the highly desirable 18 – 34 year old segment, with 28% aged between 35 – 49.”
Reddit says that key topics of interest among Australian users are gaming, cryptocurrency and entertainment, while the r/australia subreddit, where users share local news and discussion, is now up to 700,000 members.
And much like the US, where r/wallstreetbets has taken on a life of its own in the investor community, market-focused subs like r/ausfinance and r/asx_bets are also on the rise, along with sports discussion.
“Local takes on leading global communities are also popular among Australian Reddit users, with r/askanaustralian, r/australianteachers and r/ausproperty among the fastest growing communities for Australian users in 2021.”
The new Australian office, based in Sydney, will be focused on building connections with local advertisers, and showcasing the potential of Reddit’s communities, which can now be reached via the platform’s evolving array of ad offerings and tools.
Reddit’s gradually winning over more advertisers, and building its ad business. While it’s always been a popular platform among users, the free speech focus of the app, at least in its early days, has imbued a level of hesitation with some marketers, due to concerns about unwanted content associations and generally negative reception to promotions in the app.
But that is changing. Back in December, Reddit reported that its ad revenue exceeded $100 million for the first time in 2019, and was on track to increase by more than 70% in 2020. The company has also made significant strides in improving its content moderation and platform rules, with the biggest shift on this front resulting in the removal of thousands of subreddits in June last year, as a result of its updated approach to hate speech.
That’s expelled many of the more controversial elements out of its system – but still, there are some more questionable corners of the Reddit eco-sphere that would make even the most liberal-minded users consider deleting their browser history.
But its ad system is improving, and Reddit’s working to provide more specific targeting, and exclusion tools to address these concerns.
And Reddit’s communities, as the data here shows, do see high levels of interaction and engagement. And within that, there’s significant opportunity to connect with relevant audiences that will be interested in your products, while there’s also great market research potential, which can be of major value for your planning.
Really, ignoring Reddit entirely should not be an option, it’s simply too valuable to dismiss. And with the right understanding and approach, it could also become a key focus for your promotion and outreach efforts.
New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work
Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.
As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.
That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.
That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.
That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.
Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.
But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.
Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.
But it could reduce Snap’s appeal, as more parents become aware of the tool.
Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.
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