Why is Reddit The Most Cited Thing on the Web?

TL;DR

Reddit suddenly matters because AI models cite it constantly in search results. Brands have three real options: participate authentically in communities, monitor threads for content inspiration, or use smart paid placement. The key is knowing which approach fits your brand—and having the discipline to commit.

If you work in PR or marketing, you've had this moment: Someone in a meeting says "we need to be on Reddit" and everyone nods seriously. But here's the thing—nearly every PR person suddenly knows Reddit is important, but nobody knows what the hell to do with that insight.

Why Reddit Exploded (And Why Now)

AI models trained on Reddit conversations. Now when people ask ChatGPT or Perplexity or Claude a question, they're getting answers with Reddit citations attached. Suddenly Reddit threads are showing up in AI-generated responses at scale. That's it. That's why your CMO is asking about it.

The Three Actual Options for Brands

Option 1: Jump In Authentically (If You Can Actually Commit)

Here's the test: Can your brand authentically support conversations with no agenda aside from being helpful and part of a community?

If yes—and this is a real if—hurry up and commit to an account. Jump in the pool. Show up consistently. Answer questions. Be useful. Don't sell.

If no—if you're going to half-ass it or can't resist the urge to push product—skip this entirely. Reddit can smell inauthenticity from a mile away, and they will roast you.

Option 2: Monitor for Creative Sparks

This one's safer and honestly more practical for most brands. Use Reddit as a listening tool to find high-velocity threads that credibly align with your campaign or brand platform.

The key word is "spark." You're not lifting content verbatim (unless it's a genuine glass-slipper moment). You're drilling into passionate communities—niche or mainstream—and letting those conversations inspire creativity.

Think of it as the world's most honest focus group, except they're talking whether you're there or not.

Option 3: Use Paid (Yes, Really)

Reddit's ad platform is growing stronger every day. And paid isn't a four-letter word when it's done right.

Smart contextual posts showing up in conversations that make sense can actually work. The trick is not overthinking it. If you're a running shoe brand, show up in r/running. If you sell productivity software, find the threads where people are genuinely asking for solutions.

Context beats volume. Relevance beats reach.

The Real Question

Which approach fits your brand? Be honest about your bandwidth, your authenticity, and your goals.

You don't need to do all three. You might not need to do any of them. But if Reddit matters to your audience—and increasingly, AI is making that decision for you—pick one approach and commit to it properly.

Bottom line: Reddit matters because AI cites it. But that doesn't mean you need to panic-post your way into communities that don't want you there. Be strategic, be authentic, or be smart about paid. Just don't be half-assed about any of it.

Working on AEO strategy? Wild Signal helps brands optimize content for the citation economy.

Wild Signal is an AI intelligence firm that builds the maps brands need to navigate the new information economy — then helps them move.