Recent shifts in search engine algorithms, such as Google’s “Helpful Content Update,” have brought previously overlooked platforms like Reddit and Quora back into the spotlight. Google’s update has dramatically increased the visibility of user-driven platforms, with Reddit’s traffic soaring from 132 million to 346 million visitors in just a few months. Major publishers like Rolling Stone and The New York Times aren’t hesitating—they’re actively engaging with these platforms to capture new audiences. 

If publishers are doubling down on these “new media” fan-to-fan platforms—like Reddit forums, podcasts, newsletters, brand-fan social accounts, Discord channels, and curator archives—to reach new audiences. For brands, this presents a dilemma. Should they follow suit and invest in these niche “new media” spaces, even if the immediate payoff isn’t clear? 

Many brands have already explored platforms like Discord and Twitch to reach new audiences, but many have struggled to maintain meaningful engagement. “The real challenge lies in committing to genuine interaction within these communities, rather than treating it as a box-ticking exercise for publicity.” 

In the new media landscape, brands must communicate on the community’s terms, listening rather than dominating conversations. 

New media platforms give brands a chance to embed their products into ongoing cultural and social conversations. It’s no longer just about showcasing products; it’s about integrating them into stories that resonate with the community.