In this documentary, the host dives into the world of Reddit, exploring why brands aren't rushing to establish a presence on the platform, despite Reddit being the 7th most popular website globally and valued at $3 billion. The platform is vast, with countless niche communities (subreddits) where users, known as redditors, gather to discuss everything from politics to toe-sucking. Reddit’s culture emphasizes anonymity and community-driven engagement, which contrasts with other social media platforms like Instagram, where it's more about self-promotion.

The host signs up, choosing a fun username ("Sweaty Tangerine") and immediately starts exploring various subreddits, noting how the platform can feel overwhelming with its 138,000 active communities. Reddit experts explain that Reddit is more about sharing interesting content (“look at this”) compared to platforms like Instagram, which focus on individuals (“look at me”). Each subreddit operates with its own unique rules, moderators, and etiquette, making the platform feel like a microcosm of the internet.

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