Why Reddit Removed Subscriber Counts — And What It Means for Marketers
Introduction
In mid-2025, Reddit made a major change: it removed visible subscriber counts from subreddit pages. Instead of showing total members, Reddit now highlights recent activity metrics like:
Users who visited in the past 7 days
Number of contributions in that period (posts + comments)
For casual users, it may not seem like a big deal. But for brands and marketers, this is a fundamental shift in how we evaluate communities, plan campaigns, and measure success.
So why did Reddit make this change — and what does it mean for marketing? Let’s break it down.
Why Did Reddit Remove Subscriber Counts?
Reddit hasn’t abandoned metrics — it’s reframing them. Here are the main reasons behind the update:
1. Engagement Over Vanity Metrics
Subscriber counts looked impressive, but they didn’t always reflect reality. A subreddit with 1M members might only have a few hundred active contributors. By surfacing weekly activity, Reddit is encouraging focus on what matters: real, engaged communities.
2. Better Reflection of Community Health
This shift gives a clearer view of whether a subreddit is alive, growing, or stagnating. For brands, this helps avoid investing in large but inactive spaces.
3. Transparency for Advertisers
As Reddit’s ad business grows, advertisers need real engagement data to evaluate targeting opportunities. Activity-based metrics provide a stronger case for ad spend.
What This Means for Marketers
1. Rethinking Community Selection
Before: Marketers often targeted subreddits with the largest subscriber numbers.
Now: Success means identifying active, niche communities where weekly contributions show real engagement.
👉 Example: A subreddit with 50,000 active users can be far more valuable than one with 500,000 lurkers.
2. New KPIs for Campaigns
Subscriber count was once used as a proxy for reach. Now, marketers need to measure:
Weekly visits and contributions
Engagement rate on posts (upvotes, comments)
Long-tail impact (Reddit posts that rank in Google search)
3. Stronger Case for Community Management
Brands can no longer rely on “big numbers” to look impressive. Instead, they’ll need consistent engagement through authentic participation, AMAs, and moderator partnerships. This puts more emphasis on community management as an essential part of Reddit marketing.
4. Ads Get More Attractive
For Reddit Ads, this change aligns with how campaigns are already measured: impressions, clicks, and conversions — not subscribers. By shifting the narrative away from vanity counts, Reddit is positioning itself as a performance-first ad platform.
How Brands Should Adapt
Audit Active Communities: Look beyond size and focus on where conversations actually happen.
Redefine Success Metrics: Track engagement, sentiment, and conversation impact — not just membership numbers.
Invest in Authentic Engagement: Community management, outreach, and partnerships are now more valuable than ever.
Leverage Ads in High-Activity Subs: Use Reddit Ads to amplify your presence in active, topic-driven spaces.
Conclusion
Reddit’s removal of subscriber counts is more than a UI tweak — it’s a cultural reset. The platform is signaling that engagement matters more than vanity metrics.
For brands, this is actually a win. It forces smarter strategies, better community targeting, and more authentic engagement. Instead of chasing big numbers, marketers can now focus on what drives results: conversations, credibility, and consistent presence.
At Upvote, we help brands navigate these changes — from auditing active subreddits to building engagement strategies that resonate. If you’re ready to unlock authentic growth on Reddit, we’re here to help.