B2B Marketer (34M) who left my brand subreddit unchecked for years. AMA.
If the format above confuses you, that’s okay, and you’re probably not alone. For years, Reddit was seen as an afterthought in channel plans. The platform was perceived as a home for gamers, memes and niche topic discussion. But in 2025, that has changed. Reddit has become a powerhouse in search visibility and AI-driven answers, making it essential for B2B marketers. If you're not paying attention to what's happening on Reddit, especially in your own brand's subreddit, you're missing a critical opportunity to shape perceptions and engage with buyers directly.
Reddit Dominates Search in 2025
Reddit is the 8th most-visited site globally and 3rd most visible in Google’s organic search results, resulting in a click-potential of over 871M global queries each month. Queries with commercial intent are often topped by Reddit results, sometimes even outranking brand-owned pages. This shift reflects Google's preference for authentic user-generated content over keyword-stuffed promotional articles.
Buyers have also learned to add "reddit" to their searches to get honest, experience-based responses instead of polished sales copy. As a result, Reddit now ranks for millions of high-value B2B queries. Popular subreddits like r/Cybersecurity, r/Marketing, and r/Entrepreneur are thriving, becoming trusted forums where real buying decisions take shape.
LLMs Love Reddit: The AI Answer Engine Factor
AI-powered search tools and large language models (LLMs) also lean heavily on Reddit. Recent analyses have shown Reddit is the most cited domain in AI-generated responses. When buyers ask ChatGPT or Bing Chat for advice, Reddit often forms the backbone of the AI’s response.
Why? Reddit content is natural, conversational, and context-rich, ideal training data for LLMs. With Google and OpenAI both striking official deals to license Reddit content for AI training, it’s clear that Reddit discussions will shape the future of automated answers. In practical terms, this means that Reddit not only influences what your buyers read in search but also what AI will say about you tomorrow.
The New B2B Buyer Journey Runs Through Reddit
The modern B2B buyer's journey now weaves through Reddit at every stage:
- Problem discovery: A trending Reddit thread can reveal new pain points or solutions.
- Research & Comparison: Buyers ask for honest comparisons and opinions, trusting Reddit over vendor sites or review platforms.
- Evaluation: Teams validate final shortlists by lurking on Reddit threads for warnings or success stories.
- Decision & validation: Before committing, buyers search for “Product X reddit” to find unfiltered user feedback.
These conversations influence brand perception, but they also drive silent traffic. Users often read about a product on Reddit, then search directly or type your URL, leaving no obvious attribution trail.
Three Actions Marketers Should Take Today
1. Own or Engage in Your Brand’s Subreddit
Check if a subreddit for your company already exists. If so, join it openly and start contributing. If not, consider creating one. Use official accounts, offer AMA sessions, respond to FAQs, and address product feedback honestly. Your engagement creates authentic content that ranks in search and shapes AI narratives.
2. Set Up Reddit Listening and Alerts
Implement social listening tools to monitor mentions of your brand and key terms across Reddit. Tools like Brandwatch, Mention, or SproutSocial can help you track conversations. Prompt responses can convert potential crises into wins and provide invaluable customer insight.
3. Audit Your Reddit Traffic and Influence
Check analytics to see how much traffic comes from Reddit. Search for your brand plus "reddit" on Google to find popular threads. Engage where it makes sense, and learn from sentiment to adjust your messaging and product positioning.
Conclusion: Adapt to the Reddit Reality
In 2025, ignoring Reddit means ignoring the authentic conversations shaping your brand. As search and AI move towards favouring real, human dialogue, Reddit has become a pivotal part of the B2B marketing ecosystem. Smart marketers will join these conversations, influence brand narratives, and build trust where it matters most.