By Jonathan Baker Reddit stands apart for its ‘people over promotion’ authenticity. It is an online environment defined by community-driven conversation rather than algorithmic curation. The very algorithm-focused Meta is now in the process of creating a potential rival. Forum, a new AI-powered iOS app currently in testing phase, aims to bring discussion-first engagement back into the Meta dynasty. The question is whether Forum could become a worthy competitor to Reddit. Finer Points of Forum (and Similarities to Reddit) Forum is described by Meta as a ‘dedicated space built for deeper discussions, real answers and communities you care about.’ The positioning closely mirrors Reddit’s core value: Topic-driven conversations within communities instead of engagement that is centered on individual profiles. The app also introduces an AI-powered ‘Ask’ tab, which allows users to pose questions and receive aggregated answers from across communities. This feature parallels Reddit’s strength as a go-to destination for peer-driven advice and insights. The Meta Connection Where Forum differentiates itself is through its direct connection to Facebook. Users log in with their Facebook accounts. Then, their existing groups, profiles, and activity are seamlessly carried over. With millions of established groups already in place, Forum isn’t starting from zero. It is repackaging an existing online presence. That built-in scale could prove powerful. If adoption accelerates, Forum could quickly become a high-intent destination for community-driven discovery. Meta’s Ad Stack and Infrastructure As observed in EMARKETER, Forum’s potential appeal extends beyond users to advertisers. Since it sits within Meta’s existing infrastructure, Forum serves as a relatively low-friction extension for brands that are already active on Facebook. If this app scales, advertisers could gain new access to users actively seeking recommendations, advice, and validation. These kinds of moments are more valuable than passive social browsing. Brands that have struggled to break into Reddit’s established communities may therefore find success on Forum. From Similarities to Differences Despite the advantages pointed out above, Forum still faces a fundamental challenge: Reddit’s loyal user base. For many users, Reddit offers a distinct experience that feels less curated and not as commercial as traditional social media platforms. (That is, after all, its appeal.) Forum, by contrast, carries the weight of being part of Meta. Yes, the app brings scale and infrastructure, but it may also limit the ability to replicate Reddit’s overall authenticity. Takeaway Forum underscores a broader shift: Social platforms increasingly prioritize community-driven discovery and AI-assisted answers. For marketers, this reinforces the need to understand not just where audiences are, but how they engage within each environment. Each platform, whether Reddit or Meta’s Forum, offers distinct advantages. Success depends on aligning brand presence with the behaviors and expectations that are unique to each space. EGC Group has expertise in identifying those alignments, matching brands to the platforms where they can deliver the greatest impact. Do you have questions about what platform would match best with your brand? Contact us to learn more about how we can help. Related reading: Reddit Done Right Facebook Has a Creator Problem. Meta’s Betting Big it Can Fix It.
