Reddit, a news-sharing and commenting community that has relatively low share of mind on Madison Avenue, now ranks as the third top U.S. website, displacing Facebook, according to the latest estimates from Alexa.com.
The ranking, based on a composite of daily time spent on the site, daily page view per visitor, the share of traffic generated from search, and the number of other sites linking into it, is a signal of the underlying vitality of site to the Internet community.
At No. 3, Reddit ranks just behind Google.com and YouTube.com, and ahead of Facebook.com, and other biggies like Amazon.com, Wikipedia.com, Yahoo.com, Twitter.com, eBay.com and Instagram.com.
“And yet, I’ve never seen Reddit on a media plan or even really accepted its existence,” Zenith Executive Vice President-Head of Innovation Tom Goodwin quipped on Twitter when another user posted Reddit’s new ranking, adding, “Meanwhile, we talk about drones and chatbots and VR.”
Because of its purposely anonymized user nature, Reddit often is regarded as part of the so-called “dark Web” by many on Madison Avenue, but last year, at least one supplier -- social analytics firm Sysomos -- added Reddit analytics to help marketers track and manage campaigns related to conversations occurring on the platform.