This morning, I published a story about Reddit, the online news aggregator and discussion forum, which benefited from a jump in year-over-year advertising spending at the end of 2022, a contrast with drops for competitors including Meta Platforms, Snap and Pinterest. Reddit may still only draw a sliver of spending from large advertisers, but a stronger ad business and growing user base could eventually spell good news for creators.

More of them are exploring Reddit as a way to engage with their existing communities, said Brendan Gahan, partner and chief social officer at Mekanism, an independent creative agency. He’s seen creators use Reddit to interact with their core fans through popular tactics like Ask Me Anything sessions, which are interactive Q&As.