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The Data on Reddit and AI Search

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Research Paper•Profound•Nov 10, 2025
AEOGEOReddit

Key Findings

  • Reddit is the #1 most‑cited source in AI search, making conversational content a core input for answer engines.
  • AI models actively seek UGC to layer real-world experience (“so what”) on top of factual sources like Wikipedia.
  • Niche subreddits act as SMEs — query-specific communities (for example, r/whatcarshouldIbuy, r/BuyItForLife) are treated as primary experts, often above brand sites for purchase-intent queries.
  • Helpfulness beats popularity — models do not optimize for karma or upvotes. They prioritize clear, direct, natural answers.
  • Citations are long-lived — the average cited post is ~1 year old, and ~4% of cited posts are from 2019 or earlier.

    • How Different Models Use Reddit

  • ChatGPT pairs Reddit with Wikipedia, review sites, and news to balance experience with factual trust.
  • Google AI Overviews combines Reddit with YouTube and Quora, favoring diverse, multimedia conversational content.
  • Microsoft Copilot mixes Reddit with business sites (for example, Forbes) and official forums to blend peer and professional signals.

    • What AI Optimizes For

    AI looks for signals of helpfulness, not hype:

  • Question–answer structure
  • Balanced, honest perspectives

      Citation rates for positive (5%) and negative (6.1%) sentiment are nearly identical.

  • Natural, non‑salesy language

      Conversational tone is favored over marketing jargon.

    • This means a small DTC brand with a strong, helpful community presence can outrank a large enterprise in AI responses.

    Strategic Takeaways for Brands

    1. Reddit is a long‑term asset

  • Most cited posts in 2025 were created between Q4 2023–Q3 2024.
  • 4% of cited posts are from 2019 or earlier.
  • Different models value recency differently (ChatGPT skews newest, Perplexity leans more historical, Google sits in between).
  • Measure ROI in definitive, evergreen answers, not upvotes or short-term engagement.

    • 2. Aim to be the “source of truth” in a niche

  • Models pick 3–5 key subreddits per query as core sources of truth.
  • For purchase intent: r/whatcarshouldIbuy, r/BuyItForLife, r/Frugal, etc.
  • For nuanced advice: technical communities (for example, r/4kTV, r/AppleWatch).
  • For practical tips: enthusiast subs like r/TravelHacks or r/fastfood.

    • Winning strategy: identify and focus on the 3–5 subreddits that already lead your category and build authority there.

    Action Plan — What to Do Next

  • Identify your key subreddits

      In ChatGPT, Claude, Perplexity, or Gemini, ask the questions your customers ask:

    1. “What’s the best [product] for [use case]?”
    2. “Is [competitor] worth it?”
    3. “Where should I buy [category]?”

      4. Note which subreddits keep appearing.

  • Map your opportunity space
    1. List 5–10 core queries.
    2. Track which subreddits recur across answers. That becomes your shortlist.
  • Study the community
    1. Read threads in those subs.
    2. Note common questions, winning answer patterns, and gaps.
    3. Those gaps are where your brand can add value.
  • Operationalize it
    1. You can do a quick manual pass in ~30 minutes.
    2. Profound can systematize this by tracking which subreddits drive citations, which posts models pull from, and what works for competitors.