Facts & figures:
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In 2020, Reddit had 52 million daily active users (Reddit).
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As of autumn 2021, the Reddit app had more than 13 million daily active users worldwide on iOS (Statista).
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Most Reddit users in the US are men, but 15% of US adults say they use the platform (Statista).
The UG is currently not active on Reddit but, because it is regularly mentioned by Redditors, there appears to be an opportunity for community management.
A subreddit for the University (r/universityofgroningen) used to be active at some point but it was banned due to a lack of moderation and use. This ban can be appealed by contacting the Reddit customer service in case there is a wish to reactivate the subreddit. Currently, mentions of the UG occur most frequently on the r/Groningen subreddit (9.6k Redditors), in which prospective students, current students, and alumni discuss various UG-related topics. Some of the posts are related to choosing a degree programme, finding accommodation, or discussing their experiences as students.
Content on Reddit is mostly user-generated and brands do not frequently post. Instead, brands or businesses (in this case, the UG) can open and moderate a subreddit, add related communities and useful links, and ‘brand’ their communities – but do not necessarily have to create content themselves. This is left up to the users, who use subreddits to ask questions, post photos, and share experiences.