Reddit and G2 Launch Partnership to Amplify Software Brands
The social platform Reddit has entered into a formal partnership with software-marketplace firm G2, aimed at helping business-software vendors listed on G2 extend their brand presence into Reddit’s platform of over 24,000 software and app-related communities. The announcement, made 28 October 2025, spotlights evolving buyer behaviours in the B2B software sector and the growing role of community-driven discovery and discussion.
G2, which hosts more than 3 million verified reviews and serves over 100 million software buyers annually, will enable eligible brands to activate a Reddit “Pro” account that uses their verified G2 profile data as a base. Reddit says this path helps brands “convert their verified G2 data into a Reddit Pro account… giving them a credible foothold to join real conversations, help their customers, and ensure their brand’s authenticity shows through clearly to potential buyers on Reddit.”
Key features of the partnership include: pre-populated Reddit business bios sourced from G2 profile information; access to Reddit’s trend and keyword monitoring tools to identify and participate in relevant software-buyer discussions; and the ability for brands to upload screenshots of their G2 reviews directly into Reddit’s Ads Manager for targeted campaigns.
The move comes amidst broader changes in how software is discovered and evaluated. G2 research cited by the companies estimates that 70 % of B2B software buyers now use AI search tools and one in four begin their software research in an AI chatbot. Reddit and G2 argue that community-based platforms and authentic conversation are increasingly critical in influencing buyer journeys.
Yet challenges remain. Engaging genuinely in Reddit communities requires more than posting ads, due to the nature of the platform. Reddit’s community tends to be very hostile to advertising, and distinct subreddits can be vastly different from one another right down to how they tag their posts and what kind of etiquette they include in the rules. Brands that succeed may gain credibility and early access to influential buyer-forums – but others risk being dismissed as marketing intruders, even if the marketing is done via grassroots approaches.
