Reddit, the online discussion platform, has overtaken TikTok as Britain’s fourth most visited social media service, as search algorithms and gen Z have dramatically transformed its prominence, El.kz cites the Guardian.

The platform has undergone huge growth over the last two years, with an 88% increase in the proportion of UK internet users it reaches.

Its popularity is rising fastest with younger internet users. It is now the sixth most visited organisation of any kind by UK users aged between 18 and 24, up from 10th a year earlier. More than three-quarters of that cohort now visit it.

More than half its UK users are women. Internal company research suggests 71% of women on Reddit in the UK have a personal interest in skincare, beauty and cosmetics, prompting higher traffic for specific UK Reddit forums on those issues, known as subreddits.

“Reddit started with this perception, rightfully so, for a male skew – gaming and tech as the anchor,” said Jen Wong, Reddit’s chief operating officer, who said she spent a lot of time in the UK gardening subreddit. “Reddit has become very diverse – it is gender-balanced in the UK now … what’s interesting is that one in three are gen Z women on the platform.

“Gen Z are very open to looking online for advice around these life stage moments, like leaving home and renting for the first time, which happens a little bit later for some of this generation. It’s a very safe place to ask questions about balancing a cheque book, or how to pay for a wedding.”

It also appears to be a popular discussion ground for women’s football, which has less dedicated coverage than the men’s game.

The rapid growth marks a shift in the site’s standing, with its numerous forums once seen as arenas for hostile exchanges between largely anonymous users. The UK is a boom market for the platform, with the second largest user base behind the US, according to company records.

A series of factors are behind its rise. However, a change in Google’s search algorithms last year to prioritise helpful content from discussion forums appears to have been a significant driver.

A recent deal with Google that allows the company to train its AI model on Reddit’s content also appears to have provided a boost. Reddit is the most-cited source for Google AI overviews, which is likely to see more people directed to its forums. It has a similar deal with OpenAI, which owns the most popular AI chatbot, ChatGPT.

The company believes it is also benefiting from shifting internet habits, as younger users seek out human-generated reviews and opinions on issues including parenting, skincare and sports.

Wong said the company was focused on convincing users to come straight to the platform, rather than via a search result. She also touted Reddit as an antidote to AI-generated content.