🔍 The Citation War

New data from Profound Strategy reveals what many suspected: AI systems increasingly favor Reddit over brand websites when generating responses. ChatGPT referral traffic to brand sites dropped 52% since July 21, while Reddit citations rose 87% in the same window.

The numbers paint a stark picture. Reddit now captures over 10% of all ChatGPT citations, with Wikipedia claiming nearly 13%. Together with TechRadar, these three sites account for 22% of all citations—up 53% in just one month. This shift preceded GPT-5's release, suggesting OpenAI is actively adjusting retrieval weights rather than relying on model improvements.

Josh Blyska from Profound explains the dynamic simply: "Reddit and Wikipedia aren't winning because they're special. They're winning by default because they're the only ones providing direct answers." When users ask about the best CRM for startups, brand pages offer demo scheduling while Reddit threads compare ten options with pros, cons, and user experiences.

The implications extend beyond search. As AI answer engines become primary information sources, the conversations happening in Reddit communities today determine which brands get mentioned in tomorrow's AI responses. Companies optimizing for traditional search may find themselves invisible in the citation economy that's rapidly replacing it.

This connects to broader patterns we've tracked: Reddit's dominance in Google search results, the platform's positioning as "the go-to place for search," and now its emergence as the primary source for AI-generated answers. The common thread remains utility over promotional content.

Reddit smashed expectations with a Q3 revenue forecast of $535–$545M, powered by AI-enhanced ad formats that turn subreddit conversations into smarter campaigns. The market noticed—shares jumped double digits on the news.

Takeaway: AI-native campaigns are the new norm on Reddit. Done right, they feel like part of the conversation, not an interruption.

(Reuters, MarketWatch)

Reddit has pressed pause on paid subreddit experiments to double down on search and personalization. The bet? That discovery at scale beats gated exclusivity.

Takeaway: If your brand is relevant and helpful, you’ll win reach — not by hiding behind paywalls.

(PC Gamer)

Reddit has rolled out ID and selfie checks in the UK to comply with the Online Safety Act. Managed by Persona, the system deletes most data within 7 days and may pave the way for future “human vs bot” verification.

Takeaway: For brands, this could mean cleaner targeting, safer communities, and stronger trust signals in UK subreddits.

(The Verge)

Two new ad products mine insights from 22 billion posts and comments to help brands understand and engage with Reddit conversations in real-time.

Takeaway: The platform is productizing its community data—giving advertisers the context they need to participate authentically.

(Axios)

Reddit is no longer content being the site you add to your Google search. It’s rebuilding its app around native search — merging the AI-powered Reddit Answers tool with the core search bar.

With 70M weekly search users and millions more engaging with Reddit Answers, this shift positions Reddit as a true search destination. No SEO hacks required—users start and finish their discovery journey inside Reddit itself.

🔑 Why it matters for brands:

📈 This evolution cements Reddit as both a search engine and a content engine, making it the most strategic platform for brands to show up where real conversations (and conversions) happen.

(Sources: The Verge, Business Insider, Lifewire)

The Reddit ecosystem for tools, software, and related apps is particularly underdeveloped for the #3 platform in the world.

I’m tracking the new tools that pop on my radar here:

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Need help engaging as a brand on Reddit?

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That’s it for this week!