For many in marketing, Reddit has been the flavour of the month. In the last few years in Britain, its user base has grown to snatch the fourth most-visited social site title from TikTok, and according to data from Semrush, Reddit now ranks as the third most-visited site in the US.
Marketers zone in on Reddit
And, for a time, Reddit was a key source for LLM search results, too — at one point earlier this year, data from Semrush found that Reddit was the “most-cited domain” across ChatGPT, Perplexity, and Google’s Gemini and AI Mode.
Against this backdrop, and considering a reported 40% of platform conversations centre on commercial activity, brands and marketers have begun focusing more on the site — something that hasn’t been well received by Reddit users. Indeed, a recent Wall Street Journal article explored both the tactics employed by marketers and the subsequent backlash.
Has the tide turned?
However, this week, data from Promptwatch has revealed that the tide may have turned. On August 14th, Reddit’s citation rate fell off a cliff, falling from around 3.8% to below 1%.
