Reddit wants to remind people about the power of fandom by showing off some of its most popular communities.This week, the company launched its People are the Best campaign to spotlight three of its most popular communities — beauty, TV and soccer — highlighting the wide-ranging, active conversations on the platform.As AI-generated content takes over social feeds and makes it hard to distinguish between what’s real and what’s not, Christina Kothari, global head of consumer marketing for Reddit, said the company wanted to underscore what makes the platform special and how it brings personality, nuance and daily insight to make the internet feel more real again.“The idea came from celebrating what makes Reddit unique, which is all the things that people are able to achieve on the platform, and what makes it unique is the anonymity allows people to have true, real and authentic experiences,” Kothari told Campaign. “In the age of AI and social media algorithms, people are looking for more honest and real spaces where they can have transparent conversation, get real advice, get real product recommendations and get real takes on the things that they want to talk about in culture. The campaign really captures the essence of what makes Reddit special and what makes all the people on there so great.”Reddit launched three 30-second spots in collaboration with creative agency Mischief to profile each respective community. The beauty spot opens with a person saying, “Shout out to the person on Reddit who did a no-makeup makeup look using 19 products. I appreciate the honesty.” The TV spot opens with another person saying, “Shout out to all the TV people on Reddit who instantly clocked those plot twists,” while the soccer spot kicks off with a man exclaiming, “Thanks to the soccer people on Reddit who made me realize I’m not bantering to my full potential.” Kothari said the categories it believes are culturally relevant and valuable drove the selection of these specific communities. According to Reddit’s Community Intelligence tool, the platform has seen more than 20.7 million conversations around soccer in the r/worldcup subreddit, 735.4 million for r/television and overall discussions tied to TV, and 144 million tied to beauty in the second quarter of this year.Kothari noted the beauty community in particular has seen growth with women and Gen Z users. “We play a special role in Gen Z and women’s lives as they’re trying to navigate the internet to get recommendations,” Kothari said. “As you think about how social media and the creator economy are evolving, it’s hard to trust what you’re seeing on other platforms as influencers get paid to potentially say certain things, so Gen Z seeing Reddit as that honest place to get honest feedback on things — whether it’s beauty or other purchase decisions — is important.”Meanwhile, Kothari added that featuring sports — especially soccer — made sense now, given all the conversations around the 2026 FIFA World Cup, while TV was also an important community to focus on due to the excitement around current reality TV shows such as Love Island and Summer House.As part of the campaign, Reddit is also hosting a real-life soccer experience for fans in the Oculus in New York on Tuesday, June 30 to celebrate the soccer conversations happening on Reddit in communities such as r/soccer, r/soccernoobs and r/womensoccer. Attendees can play games, win prizes and share their hot takes.“A lot of people come to Reddit for one specific thing and aren’t always exploring all their other interests,” Kothari said. “I hope [the campaign] is something that actually gets people to think about all the different things they’re into.”