Reddit is presenting unique indications of social media user engagement on the upcoming referendum on the Voice to Parliament as the only channel where No campaign discussion leads the Yes campaign, according to online media monitoring software company Meltwater.

From a data set including Twitter, Blogs, Forums, TikTok, broadcast and news, Reddit bucks the trend with 57% of mentions linked to the No campaign.

From January 1 to August 6, Meltwater identified 383,000 mentions for 'Vote Yes' terms across a wide-range of channels, compared to 237,000 for the No camp.

It was noted the metrics are not indications of support for either side, just an extrapolation of data identifying mentions of the Voice.

Meltwater Australia, New Zealand and Southeast Asia vice president Ross Candido told National Indigenous Times the company 'ingests' one billion documents daily for all areas of their business and operates as a direct data partner of both Twitter, or X, and Meta, which owns both Facebook and Instagram.

The company uses Boolean logic, a process of identifying keywords with scaleable parameters to either broaden and narrow scope of a search.

On the Voice to Parliament, Mr Candido said their "mining" of data published online linked associated words, ie. Voice, Parliament, Treaty, Indigenous, First Nations, Yes Campaign, No Campaign and various hashtags.

"We link to all the relevant keywords that would come out for the campaign…and then we linked it to the Vote No campaign or the Vote Yes campaign," he said.

"If there was a post or an article that mentioned both in the same post, it would count as plus one on both sites. The difference comes in for the posts or media articles that only mentioned one. And that's for obvious reasons, because a significant amount of the content would publish and mention both.

"Every keyword associated with the Voice to Parliament, Indigenous Voice, First Nations Voice - they would then be linked to the particular campaign."

He said mentions only referring to one campaign largely came out of social data rather than traditional media channels.

Where the No Vote garnered more hits, on Reddit, the dynamics of interactions from users differs from other social media platforms.

Not speaking solely on the Voice, Mr Candido said it's a consideration that might be undervalued in online analytics.

"In general, Reddit, your demographic skews younger. But there's a lot more questions being asked in Reddit, then there are maybe statements being made."

In recent months, four major spikes in interest came out of Meltwater's analytics.

Mentions increased by multiple times from previous days' bases over on April 5 and 6, May 27, June 18 and August 6.

Those dates align with the Liberal Party officially announcing their opposition to the Voice, the Victorian National Party following suit, when the Voice Bill passed through parliament and with the release of polling suggesting the No vote leading public preference, respectively.

In each case, Vote Yes mentions registered at higher levels, as it has across the overall growth in popularity with the going months.

No Vote mentions peak significantly passed the Yes case for the first time between May 10 and 13, the days following this year's federal budget announcement.