Latest / Found in AI: AI Search Visibility, SEO, & GEO / Reddit's AI Citations Dropped 50% — Should You Still Build Your Strategy Around It?

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Reddit's AI Citations Dropped 50% — Should You Still Build Your Strategy Around It? · Found in AI: AI Search Visibility, SEO, & GEO

• 0:41
  SPEAKER_00: Hey, welcome back to Found and AI.
• 0:43
  SPEAKER_00: I'm Cassie Clark, a fractional content strategist, AI search optimization expert, aka a nerd, and your host for the show where we dig into AI Search, GEO, AEO, and what all this means for marketers and founders trying to stay visible.
• 0:59
  SPEAKER_00: Today we're talking about Reddit again.
• 1:02
  SPEAKER_00: Specifically, we're talking about the new research from Conductor that shows Reddit's AI citation shirt dropped 50% in just four months.
• 1:10
  SPEAKER_00: And if you've been building your entire AI visibility strategy around Reddit, or any single tactic for that matter, we need to talk.
• 1:19
  SPEAKER_00: I also sat down recently with Chelsea Castle.
• 1:22
  SPEAKER_00: She's the head of content and brand at Close, which is a CRM for small-scaling businesses, and she has some really smart things to say about how her team is approaching Reddit right now.
• 1:32
  SPEAKER_00: So I'm going to share some of that conversation with you today, too.
• 1:35
  SPEAKER_00: Let's get into it.
• 1:47
  SPEAKER_00: Conductor just published a study looking at Reddit's citation share across major LLMs between October 2025 and January 2026.
• 1:57
  SPEAKER_00: And the headline number is really hard to ignore.
• 2:01
  SPEAKER_00: They found that Reddit's overall AI citation share dropped roughly 50%.
• 2:06
  SPEAKER_00: It went from about 2% of all AI citations down to about 1%.
• 2:11
  SPEAKER_00: That's a significant decline over just four months.
• 2:14
  SPEAKER_00: And it's not a blip.
• 2:16
  SPEAKER_00: It dropped consistently month over month the entire time.
• 2:20
  SPEAKER_00: Now, before you hear that and think, okay, well, Reddit doesn't matter anymore.
• 2:25
  SPEAKER_00: Hold on, because there's a second number in this research that tells a completely different story.
• 2:30
  SPEAKER_00: While Reddit's overall citation share went down, the percentage of AI responses where Reddit was the only cited source actually grew by 31% in that same window.
• 2:42
  SPEAKER_00: So what does that tell us?
• 2:44
  SPEAKER_00: Well, it tells us that LLMs are getting more selective.
• 2:47
  SPEAKER_00: They're not pulling Reddit into every answer the way they used to, but when a prompt calls for lived experience, like there's real opinions, real comparisons, real what's it actually like answers, Reddit isn't just showing up, it's owning the entire response.
• 3:05
  SPEAKER_00: Conductor calls this intent-based citation.
• 3:08
  SPEAKER_00: AI is matching the type of source to the type of question.
• 3:12
  SPEAKER_00: And for certain prompts, especially transactional and commercial prompts, the is it worth it or best X for Y kind of questions, Reddit is dominating because brands simply haven't created the content that competes with those answers just yet.
• 3:27
  SPEAKER_00: Now, the last part is key.
• 3:29
  SPEAKER_00: Reddit isn't winning because it's inherently better, it's winning because the gap is wide open.
• 3:35
  SPEAKER_00: So I wanted to get a practitioner's perspective on this.
• 3:39
  SPEAKER_00: I recently sat down with Chelsea Castle from Close and I asked her if a marketing team only has a few hours a week to focus on AI visibility, where should that time go?
• 3:49
  SPEAKER_00: Here's what she said.
• 3:50
  SPEAKER_01: Yeah, so if your team only has a few hours a week, you know, where does it go?
• 3:53
  SPEAKER_01: I think you have to clarify your positionings, like where are your business objectives?
• 3:57
  SPEAKER_01: Can you improve like one core piece of evergreen content and make sure like your product improved are easy to understand without context?
• 4:04
  SPEAKER_01: I think if you've got three hours a week, depending on your brand, depending on where you're currently at, like what is your current state, then that will really like that's kind of tricky to answer because like your current state is going to have a lot to do with that.
• 4:18
  SPEAKER_01: Um, but I would almost focus on Reddit because Reddit is like such a highly cited source in LLMs, and that's not going to change.
• 4:26
  SPEAKER_01: It has been, it has been deprioritized over the last several months.
• 4:30
  SPEAKER_01: Um, but that's not going to change.
• 4:31
  SPEAKER_01: So if you only have three hours, that is going to have a longer-term impact for your company.
• 4:36
  SPEAKER_01: And but there's obviously some caveats I would make depending on the company.
• 4:40
  SPEAKER_00: So Chelsea's take is that if your time is limited, Reddit is a strong bet because of how heavily LLM cited.
• 4:48
  SPEAKER_00: And I agree with that to a point.
• 4:50
  SPEAKER_00: We'll come back to the point part in a minute.
• 4:52
  SPEAKER_00: But what I really wanted to share with you is how clothes is actually shown up on Reddit.
• 4:57
  SPEAKER_00: Because this is one of the smartest Reddit tactics I've heard on this show, and I've talked to a lot of people about Reddit at this point.
• 5:03
  SPEAKER_00: Here's Chelsea explaining their approach.
• 5:05
  SPEAKER_01: So, what we've been doing is we have a contractor who is sort of our special project Swiss Army knife, and he's building a presence for us, or he's helping build a presence for us based on my Reddit strategy on Reddit and also Cora.
• 5:18
  SPEAKER_01: He's actually like a top voice, a top CRM voice on Cora, which I didn't even know that was a thing.
• 5:24
  SPEAKER_01: Yeah.
• 5:24
  SPEAKER_01: Cora's a little bit easier than Reddit.
• 5:26
  SPEAKER_01: There doesn't have like the community guidelines and specificities.
• 5:30
  SPEAKER_01: Um, and then for Reddit, we're working on building a sub brand, doing some AMAs and actually spinning up some channels so that it's baked into our distribution.
• 5:40
  SPEAKER_01: It's sort of just like the 2010 or I guess 2006 SEO play, but just on Reddit, where our writers and our team members, when they create content, they'll then go to Reddit and see what is some similar content or questions being asked and conversations being had where I can kind of you know insert myself and not plug our links, but essentially be part of the conversation on behalf of close.
• 6:04
  SPEAKER_01: Um and we're also creating our own sub-characters, is kind of how I think about it.
• 6:09
  SPEAKER_01: So they're Reddit accounts, and then we kind of craft characters per account so that there are individuals who are like speaking on behalf of the brand.
• 6:17
  SPEAKER_01: Um, it feels a little, I should say hacky because it's very strategic, but it feels a little it is just very strategic, um, where we're just kind of getting more people out there, but in a very specific way, so that you know a member on our team isn't necessarily speaking from a writer's point of view.
• 6:37
  SPEAKER_01: They're trying to speak from an you know an expert, you know, an expert point of view, um, so that the content is really trusted and and taken more seriously.
• 6:44
  SPEAKER_00: Chelsea got a bit cut off there at the end, but she said using character accounts on Reddit helps their content be trusted and taken more seriously.
• 6:53
  SPEAKER_00: I really love that strategy and that approach to this.
• 6:56
  SPEAKER_00: Creating dedicated Reddit personas that speak from expertise, not from the brand marketing voice, is exactly how you build trust in these communities.
• 7:05
  SPEAKER_00: And the fact that other brands are doing the same thing tells you that it works at scale.
• 7:10
  SPEAKER_00: Here's what I want to push back on a little, not on Telsi, but the broader conversation happening right now about Reddit.
• 7:16
  SPEAKER_00: Reddit is a good strategy.
• 7:19
  SPEAKER_00: These comments they live forever, and there's a reason that Reddit comes up in every single AI search optimization conversation I have.
• 7:28
  SPEAKER_00: But you cannot let Reddit be your only strategy.
• 7:31
  SPEAKER_00: And the conductor research actually proves why.
• 7:34
  SPEAKER_00: Remember, Reddit's overall citation share dropped 50%.
• 7:38
  SPEAKER_00: These AI engines are getting pickier about when they pull from Reddit.
• 7:42
  SPEAKER_00: They're reserving it for specific prompt types where lived experience matters.
• 7:47
  SPEAKER_00: So, what about all the other prompt types, like the informational queries, the how does this work and what should I look for?
• 7:54
  SPEAKER_00: Questions.
• 7:55
  SPEAKER_00: Those citations are going to the brands that have their content structured for AI engines to extract and trust.
• 8:01
  SPEAKER_00: This is where the FSA framework comes in handy.
• 8:04
  SPEAKER_00: If you've been listening to the show for a while, you've heard me talk about the FSA framework, which is Freshness, structure and authority.
• 8:10
  SPEAKER_00: It's a system I built to explain how AI engines choose certain brands to feature and how you can increase your AI search visibility predictably.
• 8:19
  SPEAKER_00: And when I look at the conductor research through the FSA lens, it maps almost exactly.
• 8:25
  SPEAKER_00: Let's start with freshness.
• 8:26
  SPEAKER_00: One of the reasons Reddit wins citations is that the threads have constant fresh engagement.
• 8:33
  SPEAKER_00: Someone posts a question, people reply today, next week, next month, next year even.
• 8:39
  SPEAKER_00: That activity signals to AI engines that the information is current and crowd verified.
• 8:44
  SPEAKER_00: Your own content needs to match that freshness signal.
• 8:48
  SPEAKER_00: If your blog post hasn't been updated in six months and there's a Reddit thread on the same topic with comments from just last week, who do you think the AI is going to trust more?
• 8:58
  SPEAKER_00: Go in and add those updated timestamps, revise your explanations with current data, include as of 2026 context, add a what's next section.
• 9:09
  SPEAKER_00: Go signal to the AI engines that your content is actively maintained because freshness, we say this often, isn't about posting more.
• 9:17
  SPEAKER_00: It's about demonstrating that your content is alive and breathing.
• 9:21
  SPEAKER_00: Next up, structure.
• 9:23
  SPEAKER_00: This one is big.
• 9:24
  SPEAKER_00: Conductors research shows that LLMs are matching source type to prompt type.
• 9:29
  SPEAKER_00: They're not just looking for accurate information, they're looking for information they can extract cleanly and cite confidently.
• 9:36
  SPEAKER_00: Reddit threads are messy.
• 9:39
  SPEAKER_00: They're really messy.
• 9:40
  SPEAKER_00: But they're messy in a way that AI engines can parse.
• 9:43
  SPEAKER_00: Comments are usually short.
• 9:45
  SPEAKER_00: There's direct answers, clear opinions.
• 9:48
  SPEAKER_00: If your band content varies the answer in paragraph 7 of a 2000-word blog post with no clear heading, the AI engine is going to skip right over you and pull from the Reddit thread instead.
• 9:58
  SPEAKER_00: Now remember, there is research floating around that AI engines only look at the top 30% of your blog post.
• 10:06
  SPEAKER_00: So if it gets a little wordy and the answer is at the bottom, those AI engines are going to look at Reddit over your content.
• 10:13
  SPEAKER_00: So structure your content so those engines can lift it.
• 10:17
  SPEAKER_00: Again, use those clear headings, put those definitions right up front, FAQ layers, add those in, do your step-by-step breakdowns and short paragraphs.
• 10:26
  SPEAKER_00: Think of it less like writing an article and more like building a source that AI can extract from with confidence.
• 10:33
  SPEAKER_00: And then we have authority.
• 10:35
  SPEAKER_00: This is the big one.
• 10:36
  SPEAKER_00: And it's the piece that Reddit alone will never really give you.
• 10:40
  SPEAKER_00: Conductor's Research says it plainly.
• 10:42
  SPEAKER_00: Reddit wins citations by default when no brand has shown up with better content.
• 10:47
  SPEAKER_00: The gap is wide open, it is yours for the take-in.
• 10:51
  SPEAKER_00: But filling the gap requires entity authority, a consistent brand presence across multiple surfaces.
• 10:58
  SPEAKER_00: Not just your website, not just Reddit.
• 11:00
  SPEAKER_00: Your brand needs to show up on LinkedIn and podcasts and newsletters and guest posts and digital PR.
• 11:06
  SPEAKER_00: AI engines need to see your expertise reinforced across the internet before they'll confidently cite you over a Reddit thread.
• 11:14
  SPEAKER_00: Reddit can be part of your authority strategy.
• 11:17
  SPEAKER_00: Chelsea's carriage approach at close is a great example of that, but it can't be the whole thing.
• 11:22
  SPEAKER_00: The FSA framework lays it out exactly how to build all of these signals into one strategy.
• 11:29
  SPEAKER_00: If you want the full system, it's available on Kindle, just search Freshness Structure and Authority and it walks you through everything step by step.
• 11:36
  SPEAKER_00: So let me give you a practical rundown.
• 11:39
  SPEAKER_00: If you were listening to this and you're thinking, okay, well, what do I actually do with all this?
• 11:43
  SPEAKER_00: Here's where to start.
• 11:45
  SPEAKER_00: First, use Reddit as a research tool.
• 11:47
  SPEAKER_00: This is one of conductor's top recommendations and it's super, super smart.
• 11:51
  SPEAKER_00: Don't just post on Reddit, mine it.
• 11:54
  SPEAKER_00: Look at what questions are being asked about your product category, your competitors, your use cases.
• 12:00
  SPEAKER_00: Those threads are showing you exactly which prompts LLMs are matching to Reddit because no one has answered them better.
• 12:07
  SPEAKER_00: Second, go in and build your own content to answer those prompts.
• 12:12
  SPEAKER_00: Take the questions Reddit is winning on and create structured, clear, experience-driven content on your own site that directly competes with that.
• 12:21
  SPEAKER_00: Cover the downsides, name the trade-offs, be honest.
• 12:26
  SPEAKER_00: AI engines are looking for the most trustworthy, extractable answer, so just give them one that's better than a Reddit thread.
• 12:33
  SPEAKER_00: Third, strengthen your entity authority off-site.
• 12:37
  SPEAKER_00: Go get on those podcasts, write those guest posts, show up on LinkedIn consistently, get quoted in industry publications.
• 12:45
  SPEAKER_00: The more surfaces your brand appears on with consistent expertise, the stronger your entity becomes in the eyes of AI engines.
• 12:52
  SPEAKER_00: Fourth, refresh and restructure what you already have.
• 12:57
  SPEAKER_00: You don't need to start from scratch.
• 12:59
  SPEAKER_00: Go back to your top performing pages, clean up the structure, add those freshness signals, and make sure the answer to the question is front and center, not buried under three paragraphs of introduction.
• 13:11
  SPEAKER_00: Reddit is only part of the strategy, it's just not the whole strategy here.
• 13:16
  SPEAKER_00: And I want to leave you with this because I'm seeing it everywhere right now.
• 13:20
  SPEAKER_00: Brands are picking just one tactic and calling it their AI search optimization strategy.
• 13:25
  SPEAKER_00: For some, it's Reddit, for others, it's getting added to listicles, and for others, it's turning out blog posts and just hoping for the best.
• 13:33
  SPEAKER_00: And none of those things are bad on their own.
• 13:36
  SPEAKER_00: But when that one tactic is your entire approach to AI visibility, you're building on a foundation that can shift overnight.
• 13:43
  SPEAKER_00: And this conductor data is exactly proof of that.
• 13:47
  SPEAKER_00: AI visibility requires a system, freshness, structure, and authority, working together across surfaces consistently.
• 13:54
  SPEAKER_00: That's how you stay visible when the algorithms change, and they will change because I don't think any of us expected Reddit to not be as prominent in those answers.
• 14:06
  SPEAKER_00: But here we are.
• 14:07
  SPEAKER_00: So if you're not sure where your brand stands right now and whether Reddit is owning your citation share, whether there are gaps in your entity authority, whether your content is even structured in a way that AI engines can extract from, that's exactly what an AI visibility audit uncovers.
• 14:23
  SPEAKER_00: I look at where your brand shows up across AI engines, where it doesn't, what's driving the gaps, and what's to fix first.
• 14:29
  SPEAKER_00: Head over to CassieClarkmarketing.com or look for the audit link in the show notes.
• 14:35
  SPEAKER_00: I will drop that there.
• 14:36
  SPEAKER_00: I will also drop the conductor research there in case you want to go in and read that.
• 14:40
  SPEAKER_00: Alright, that's it for this episode.
• 14:42
  SPEAKER_00: If this was helpful, hit subscribe and leave a review.
• 14:45
  SPEAKER_00: It really means a lot.
• 14:46
  SPEAKER_00: I will love you forever.
• 14:48
  SPEAKER_00: I'll see you in the next one.
• 14:49
  SPEAKER_00: Until then, stay visible.