In the early days of generative AI, Reddit was one of the most frequently cited sources in ChatGPT responses. But recently, data from AI search engine tracker Promptwatch, shows a sharp decline in how often ChatGPT references Reddit.
At one point, Reddit content appeared in more than 14% of responses. Today, that number has dropped closer to 2%.
Promptwatch data shows Reddit citations in ChatGPT responses plummeting in mid-September.
So, what’s behind this decline and what does it mean for businesses, marketers, and publishers?
Licensing Agreements
Reddit signed a data licensing deal with OpenAI earlier this year, granting access to its content for model training. However, training data doesn’t necessarily mean live responses will always cite Reddit. OpenAI may be diversifying references to balance sources and avoid over-reliance on any single platform.
AI Search Changes
Generative AI platforms are changing quickly. Instead of citing forums or social platforms, ChatGPT may increasingly garner information from broader datasets to deliver polished, self-contained answers. For businesses that were gaining brand mentions or citations on Reddit to appear in ChatGPT, these businesses may have to alter their SEO approach.
Quality and Reliability Sources
As AI models refine output, there’s an emphasis on authoritative, verifiable sources. Since Reddit content is community-generated (and sometimes subjective or speculative), ChatGPT may be steering toward more traditional knowledge bases.
What Businesses Should Do
To stay ahead, businesses should think about AI visibility the same way they think about SEO:
- Diversify Content Distribution: Don’t rely on a single platform (whether it’s Reddit, Google, or AI). Spread content across multiple channels.
- Publish Authoritative Content: Aim for trustworthiness and expertise so AI models see your content as credible.
- Experiment with AI Search Optimization: Start testing how your brand appears in AI-driven answers and adapt strategies accordingly.
- Prepare for Continuous Changes: SEO for AI platforms changes incredibly rapidly. What works one day may not work the next. Be prepared for constant changes and adapt accordingly.
