In recent months, I’ve noticed something quite strange about my behavior online:
There is now a very specific keyword that shows up in the majority of my Google searches… “Reddit”!
At first, I thought it was just because I had created an account last year—I needed some human input for a project. But then I realized it was more than that. In a world increasingly flooded with AI-generated information, I find myself craving human experiences and opinions more than ever.
And I’m not the only one.
In fact, as the world continues to invest heavily in AI—calling it the future of pretty much everything—Reddit has seen astonishing growth in traffic. According to SQ Magazine, the platform experienced a 9.4% year-over-year increase in 2024, with much of that traffic coming directly from search engines, particularly Google.
Why is this happening?
As AI boomed, digital marketing “gurus” started declaring SEO dead, claiming people would stop searching beyond ChatGPT or Google’s AI snippets for information.
In part, they were right. Many websites did experience a drop in traffic from search engines—but not because AI replaced everything.
People’s behavior online changed.
Users are no longer satisfied with general, informative blog posts or sterile websites (which, frankly, have been AI-generated for years now). Instead, they’re looking for authentic, human-generated content—and more importantly, interaction.
Why is Reddit performing so well?
Reddit, along with other forum-based platforms like Quora and Discord, has become a safe haven for users seeking genuine human opinions—whether it’s reviews on products, political discussions, travel tips, or even medical advice.
This trend shows something fundamental: people need human interaction and experience-based information.
People trust Reddit. That’s especially interesting because it’s a forum, meaning every post is written by individuals and therefore can be biased.
But that’s exactly what users want: to read slightly biased content, to explore debates, and to learn from different viewpoints.
Even better, Reddit’s content is crowdsourced. The community itself downvotes irrelevant information, challenges incorrect claims, flags promotional content—and ironically, it has a strong dislike for AI-generated content.
Moreover, the Reddit community is diverse, composed of users from all walks of life, with various forms of expertise and knowledge.
This combination makes Reddit the ultimate place for content with personal input. Whether you’re reading an existing thread or posting a new question in one of the thousands of subreddits, you may not get the instant answer that an AI chatbot provides—but you’ll spark a discussion, one that often answers questions you didn’t even know you had.
What does this mean for your marketing strategy?
SEO isn’t dead.
Some marketing agencies even came up with terms like Generative Engine Optimization (GEO) or Generative Search Optimization (GSO)—suggesting that online content needs a new kind of optimization to appear in AI search results.
But Gary Illyes from Google debunked this recently at the Search Central Deep Dive, saying that AI Overviews use the exact same ranking systems as regular search.
Google has always tried to prioritize high-quality content and personal experience.
Think about it: a user searching for the best things to do in Taipei isn’t looking for a sterile, AI-generated list based on Google Maps data and scraped articles.
They’re looking for testimonials—real stories from real people who’ve been there, with their own photos and insights.
If your SEO strategy is focused on authentic, human content, you’re safe from the AI guillotine.
But if you’ve relied heavily on generic, generative content, then it might be time for a full rethink—because you’re likely to lose both traffic and customers.
Be on Reddit
Although Reddit doesn’t officially allow self-promotional content—and the community will absolutely call you out if you go in too hard (trust me, I shamefully tried)—you can still find ways to smartly mention your brand or drop a link to your blog if it’s truly relevant.
You’re not going to become a billionaire from Reddit, but if you’re a small SME just starting out, it’s a great place to build brand awareness—especially if you operate in a niche industry (there’s a subreddit for practically everything).
Your current and potential customers are already there. And they’re talking.
If you’re an established brand, Reddit can be an amazing place to learn what people are really saying about you.
It’s more valuable than a single review—because you’re tapping into ongoing conversations, providing deep insight into your brand’s perception.
If you’re new to the market, Reddit is a goldmine for understanding customer needs and identifying gaps in products or services. It’s also a great way to study your audience and tailor your marketing strategy accordingly.
Be like Reddit
In the long run, it’s always more profitable to have one loyal, returning customer than 10 one-time buyers. That’s why it’s important to build a community around your brand.
If you’re already a big name, there might already be a subreddit about your brand. If not, consider creating your own forum or even a Discord community.
It’s easy to set up—and it lets your customers ask questions, get feedback, and even help each other out.
(P.S. These forum threads are indexable, which means free search traffic from Google!)
Finally, be more human in your content creation. Whether it’s social media posts or blog content, make sure you add a personal perspective.
Don’t just hand everything over to ChatGPT or another tool. Let your own voice come through.
So, what’s the takeaway here?
AI is here to stay—sure—but people still crave realness. That’s why platforms like Reddit are booming. It’s not just about finding answers anymore, it’s about hearing from actual humans, joining conversations, and building trust through shared experiences.
If you’re in marketing, content, or just trying to grow a brand, the key is simple: be human, be helpful, and be present where people talk.
AI can generate answers.
But humans generate trust.
