Reddit’s importance to business is growing. Posts on Reddit frequently rank for branded search results and, also, influence generative AI answers through training data and real-time queries.
In 2024, Reddit agreed to share that content with OpenAI and Google. Those agreements apparently remain in place, as I’ve not seen evidence to the contrary. Regardless, info on Reddit is already part of what large language models retain about your product or brand.
Reddit content has also been the most cited AI source for months. Profound, an AI optimization platform, published its analysis on LinkedIn last month of ChatGPT citations and fan-out data from January to May.
According to the analysis, Reddit is ChatGPT’s leading source of answers, whether drawn from training data or pulled from live web searches. ChatGPT adds “reddit” to search queries when seeking answers to users’ prompts, according to the Profound study.
Reddit’s content is the leading source of answers on ChatGPT, per a Profound study.
Reputation
Yet most businesses have no strategy for managing their Reddit reputation. Plenty of agencies peddle quick fixes, such as thread removal and fake customer reviews.
But shortcuts won’t work for Reddit.
Removing negative threads is ineffective because they are already in the training data and thus affect LLMs’ overall sentiment.
Misrepresenting that sentiment through paid positive reviews and threads will not help, as Reddit’s human staff moderates all subreddits. Artificial or sponsored posts are easy to detect and often deleted. Excessive fakes can lead moderators to flag a brand as a spammer.
How to Manage
Building visibility and trust on Reddit is now crucial. Here’s how.
- Create a Reddit business account.
- Do not post or comment right away. Take time to read and understand target subreddits and how to contribute meaningfully. Learn the subreddits’ rules and unofficial codes of conduct.
- Use Reddit’s tools to understand your niche on the platform. Reddit Pro shows how people view your brand and competitors, as well as relevant discussions and questions. It is a helpful, free feature, especially when starting.
- Consider a branded subreddit. Brands mentioned and discussed often set up their own subreddit to funnel and manage that dialog instead of chasing across the entire platfrom.
- Prioritize authority over brand awareness. When initially posting and commenting on Reddit, focus on authority building over brand visibility. Offer expert comments and answers, and avoid mentioning your brand to avoid suspension. Reddit is quick to ban accounts, with little realistic way to appeal.
Reddit is challenging for businesses. It influences buying decisions but limits businesses’ ability to participate. Registering an account and immediately replying to comments will almost certainly result in suspension.
The best approach is deliberate and focused on the long term. Study relevant subreddits and competitors. Success on Reddit requires an informed strategy.
Smart shopping starts here.
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