iWorld
Reddit posts strong Q1 with 69 per cent revenue growth to $625 million
DAUs up 17 per cent to 126.8 million as ads surge 74 per cent and AI tools gain traction
MUMBAI: Scroll, click, convert Reddit’s ad engine is clearly in overdrive. The social platform reported a sharp uptick in first-quarter performance, with total revenue jumping 69 per cent year-on-year to $625 million, up from $392 million. The surge was powered by a combination of user growth and a fast-expanding performance advertising business. Global average daily active users (DAUs) rose 17 per cent to 126.8 million, while the United States, its core market saw a more modest 7 per cent increase to 53.5 million. The growing audience base translated directly into stronger monetisation, with advertising revenue climbing 74 per cent to $625 million during the quarter.
A key driver behind this momentum has been Reddit’s push into performance-led advertising, which now accounts for more than 60% of its total ad revenue. Lower-funnel campaigns those aimed at driving actions such as purchases and sign-ups grew at a triple-digit rate, underlining a clear shift towards measurable outcomes.
At the centre of this strategy is Reddit Max, the company’s AI-powered campaign automation tool designed to rival offerings such as Google’s Performance Max and Meta’s Advantage+. Early results suggest promise: advertisers using the product have seen a 17 per cent drop in cost per action and a 25 per cent rise in conversions, with around half already tapping AI-generated creatives.
Still, the company acknowledges that adoption remains in its early innings, leaving ample headroom for scale as it builds out its ad tech stack.
Profitability is also on the rise. Net income reached $204 million for the quarter, while Reddit highlighted record cash flow exceeding $300 million. Looking ahead, the company expects second-quarter revenue to land between $715 million and $725 million.
With more than 60 per cent revenue growth sustained over seven consecutive quarters, Reddit is increasingly positioning itself not just as a community platform but as a serious contender in the performance advertising race.
iWorld
Instagram to curb reach of repost-heavy accounts in new update
Original content to get priority as reposts lose visibility on Explore and feeds.
MUMBAI: Copy, paste, repeat? Instagram is ready to hit unfollow on that strategy. The platform is tightening its grip on repost-heavy accounts, signalling a clear shift towards rewarding originality over aggregation. As part of the update, Instagram will stop recommending content from accounts that primarily repost others’ work across key discovery surfaces, including feeds and the Explore tab. The change expands existing restrictions that were earlier limited to Reels, now covering photos and carousel posts as well. While reposted content will still be visible to an account’s existing followers, its chances of reaching new audiences through recommendations are set to shrink significantly.
At the heart of the move is a push to clean up clutter. Instagram is targeting aggregator accounts that recycle content without adding meaningful value, aiming to reduce duplication and elevate the visibility of original creators.
The platform has also clarified what qualifies as “original”. Content created directly by users whether photos, videos or substantially edited material will continue to be prioritised. Even when using existing formats or templates, posts that bring in fresh humour, commentary or creative edits will still make the cut.
What will not pass muster are low-effort tweaks. Adding watermarks, making minor speed changes or reposting screenshots even with credit will not be considered original and will not be eligible for broader distribution.
Importantly, the update will not affect what users see from accounts they already follow. But for creators relying heavily on reposts, visibility beyond their existing audience could take a noticeable hit.
In a platform driven by discovery, that shift matters. Instagram’s message is simple, if you want to be seen, start creating not just curating.
