July 31, 2025
Welcome to the L@B Report
Welcome to this month’s issue of The L@B Report from GSG, bringing you news and insights from the intersection of digital media and public affairs. In this issue, we discuss the Reddit boom, X’s latest controversy, and a rumor about the future of TikTok.
This issue of The L@B Report was put together by Ryan Alexander.
In the News
Reading Reddit A Lot More These Days?
You are not alone. Reddit has experienced explosive growth over the last two years.
New York Magazine’s Intelligencer has a lengthy article about how Reddit, a social media platform and online forum where users share content, ask questions, and discuss topics in communities called “subreddits,” has exploded in growth over the course of the last two years.
Reddit had around 60 million unique visitors a day in 2023. Today? Its latest earnings report puts the number at 108 million a day, 400 million a week, and “according to conservative estimates, well over a billion different people using it every month.”
Takeaway
The reason for the growth is three-fold:
First, Google adjusted its search algorithms in 2022 in a way that brought more Reddit results toward the top of “open-ended questions,” sending millions of visitors Reddit’s way.
Second, and this is according to observations by Reddit’s CEO, it seems that despite all the advances in AI, “people like talking. They like asking questions, they like hearing answers, they like giving answers, they like having a few laughs, they like being helpful.”
Finally, as other social media platforms have moved away from content created by “regular” users and more towards algorithms that push content from influencers, people have been left craving a sense of community – something Reddit excels at.
Reddit should be on the radar of communications and public affairs professionals and a part of their planning process, given that many online conversations – positive and negative – about companies, brands, and issues start there. However, it is important to note that in order to run political ads on the platform, including issue ads, a politician or official representative must first participate in a Reddit AMA (Ask Me Anything), which comes with its own opportunities and risks.
Elon Musk’s Grok AI Chatbot Turns Alarmingly Antisemitic on X
Grok even referenced extremist memes
Earlier this month, Elon Musk’s Grok AI chatbot, which is tightly integrated into X, started generating antisemitic posts and even praised Adolf Hitler in some responses. In several instances, the chatbot used hate speech and adapted personas linked to extremist memes.
Following the widespread backlash, Musk’s AI company, xAI, apologized for Grok’s “behavior,” worked to remove the inappropriate X posts, and updated its code to prevent further like responses. Musk also claimed Grok was “too eager to please and be manipulated” by user prompts.
Takeaway
Despite multiple controversies since Elon Musk purchased Twitter and rebranded it “X,” the prominence of the social media platform persists. A Pew Research Report found that the left has embraced alternatives such as Bluesky, but that doesn’t mean that left-leaning political influencers have abandoned X completely.
While some users have fled to Bluesky, X continues to be hard for companies, organizations, and individuals to ignore as users and influencers have largely stuck around despite controversy after controversy. That said, we’ve found X to be a poor advertising platform for public affairs and advocacy campaigns, especially ones that seek to drive action or awareness.
TikTok Rumored to be Developing U.S. Version of App Ahead of Expected Sale
President Trump extended the deadline to force the sale of TikTok to September 17
In June, President Trump extended the deadline for TikTok to sell off its business, including its algorithm, in the United States to September 17. A few weeks after the extension, Trump said that he “pretty much” has a deal on the sale of TikTok.
Then came a rumor from The Information that TikTok is developing a new version of its app for users in the U.S., in preparation of a planned sale to a group of investors. According to the report, the U.S. version is expected to hit app stores on September 5 – nearly two weeks ahead of Trump’s deadline. The Information added that TikTok users will eventually have to download the new app to be able to continue using the service, although the existing app will work until March of next year.
Takeaway
President Trump has extended the deadline for TikTok to be sold or face being banned in the United States three times since taking office, but the reporting from The Information seems to make the case that a deal is close.
However, U.S. Commerce Secretary Howard Lutnick made a statement just a few days ago stating that, “TikTok will have to stop operating in the United States if China does not approve a deal.” So, it seems that negotiators are still working on the details.
If a deal does move forward, the rumor that U.S. users will have to download another version of the app likely means TikTok could lose some of its U.S. users in the transition.
Communications and public affairs professionals will need to continue to monitor the situation as they make plans for using TikTok or content creators in their marketing plans over the course of the next several months.
More from GSG
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