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Why Reddit Is Secretly Powering AI - And Why Marketers Need to Wake Up to It

You might not have pegged Reddit as a top player in your digital marketing strategy. But the platform you’ve probably (mostly) ignored is now shaping how AI engines answer questions online - and yes, that affects you.

It turns out, Reddit has become the go-to content hub for chatbots, recommendation engines, and those smart new AI-generated search results popping up in Google. In fact, Reddit is now the second most visited site in the U.S. according to SEMrush - yes, just behind YouTube. And that surge in traffic is almost entirely down to AI referrals.

Let’s break down why this matters.

How AI Became Obsessed with Reddit

Most people trust AI to fetch them good, relevant answers - but AI has to get that info from somewhere. Increasingly, it’s turning to Reddit because of one simple thing: real, human responses from real, lived experiences. Whether it's product reviews, tips from professionals, niche interests, or deep dives into weirdly specific topics, Reddit users love a discussion, and they go deep.

But the human-ness of Reddit’s data isn’t the only reason AI is so into it. Back in 2024, Reddit inked a major content-sharing deal with Google. This gave Google exclusive access to all those community insights floating around Reddit - and basically plugged Reddit directly into the data-pump feeding tools like Search, Google Gemini, and its AI Overviews.

Google explained it like this:

“People increasingly use Google to find helpful content on Reddit…this partnership makes that even easier, and enhances our ability to deliver more helpful info across our products.”

Roughly translated - Reddit's baked right into Google's AI results, so your brand's content appearing on Reddit may literally shape what a customer sees when they search on Google.

What This Means for Digital Marketers

If you've spent years optimizing for Google’s algorithm, the game’s shifting. We’re entering the GEO era - Generative Engine Optimization. And to win there, Reddit might be the key player.

Here’s why:

  1. More users are turning to Reddit-powered AI content instead of regular links.
  2. Google is doubling down on AI answers - and Reddit features heavily.
  3. If your brand isn’t on Reddit, your voice might never be part of that answer.

Whether you’re a SaaS platform or selling hiking gear, the pathways users follow are changing. Reddit’s conversations are helping train the AI that gives answers instead of just results. That’s a big difference.

So How Do You Get Your Brand onto Reddit (The Right Way)?

No, don’t storm in there copy-pasting ad copy. Reddit will eat that alive. Start slow, focus on building credibility and being helpful.

A few ways you can do this:

  • Use Reddit’s Brand Playbook. It’s got clear tips on engaging authentically - major bonus.
  • Check out Reddit Pro Trends. This shows what’s popping in your niche and where conversations are heading.
  • Be an active contributor. Support discussions in subreddits where your expertise actually fits. This isn't just about direct conversions - it's about your brand being woven into trusted conversations.

Final Thoughts: Less Glitz, More Grit

If your first thought was “my customers don’t hang out on Reddit,” think again. The AI-driven internet doesn’t care. It pulls from what it trusts, and right now, that’s deep discussions over polished promotion.

So get smart. Start observing, listening, and gradually becoming a Reddit insider.

Before long, when someone searches something relevant to your space, AI could serve your Reddit post as part of the answer.

Pretty powerful stuff for a platform most brands still haven’t even looked at.