How to Use Reddit to Boost LLM and AI Search Visibility?

Large Language Models (LLMs) like ChatGPT, Perplexity, Gemini, and Google’s AI Overviews are transforming how people search, shop and discover. Traditional SEO remains vital, but it’s no longer sufficient on its own. Today, visibility means showing up in AI responses – and one of the most effective ways to influence that is through Reddit.

With over 20 million weekly UK users and millions more globally, Reddit has become both a training ground for LLMs and a source for real-time citations in AI answers. For brands of all kinds, this presents a powerful opportunity: to connect with passionate user communities, shape conversations, and ensure your content is referenced not only by Redditors but also by the AI systems powering the future of search.

Throughout this article, I’ve used Football and Jewellery examples to illustrate the strategies. But the same principles apply across every industry – from fashion and fitness to tech and travel.

For instance, football is just one example of a thriving Reddit community, where fans trade match insights, kit recommendations, and training advice daily – while jewellery communities like r/jewelry and r/EngagementRings host lively discussions on diamond cuts, sustainable sourcing, and brand comparisons – the same dynamic plays out in fashion, fitness, gaming, tech, and beyond.

Why Reddit Matters for LLM Visibility?

Reddit is where communities meet intent

• With over 20M weekly UK users and hundreds of millions globally, Reddit is where people turn for recommendations, reviews, and lived experiences before making decisions. Whether it’s sports, fashion, gaming, or tech, niche subreddits host active discussions where users compare products and share advice.
  • For example, sports and fitness communities alone count in the tens of millions worldwide, where conversations range from choosing the right football boots to building beginner workout routines.
  • Meanwhile, jewellery subreddits thrive with questions like “Is platinum worth the premium over white gold?” or “Which jewellers are most transparent about ethical sourcing?”
• Even without structured activity, brands often see steady referral traffic and conversions from Reddit mentions – but its real influence is much greater, since many users research on Reddit before purchasing later, meaning last-click data only tells part of the story.

Reddit is at the heart of modern search

• It is the second most-cited source in ChatGPT answers (behind Wikipedia).
• 40% of AI answers across major LLMs draw from Reddit discussions.
• Reddit appears in 97.5% of Google’s product review queries.
• Google and OpenAI both signed multi-million-dollar data partnerships with Reddit, embedding its content directly into AI training.

The Reddit ↔ LLM visibility flywheel

Reddit and LLMs reinforce each other in a loop:

1. Reddit visibility → AI citations: Strong posts often get pulled into LLM answers.
2. AI citations → Brand awareness: Mentions increase branded search and discovery.
3. Brand awareness → Better Reddit reception: Recognition builds credibility and upvotes.

This cycle makes Reddit a strategic lever for both SEO and AI visibility.

Understanding Why People Use Reddit?

Reddit thrives because it serves multiple needs at once – and understanding these helps brands show up in the right way. At a high level, users typically come to Reddit to:

• Find answers: People use Reddit like a search engine when they want practical advice, peer reviews, or first-hand experiences.
  • Football example: “What are the best football boots for playing on wet grass?”
  • Jewellery example: “Which jewellers are most transparent about ethical diamond sourcing?”
• Stay entertained: Many scroll Reddit for trends, stories, and humour, whether it’s memes, quirky product hacks, or match-day banter.
• Connect with others: Communities give users a sense of belonging – sharing stories, joining debates, or taking part in recurring threads.
  • Football example: weekly fantasy football line-up discussions in r/FantasyPL.
  • Jewellery example: Weekly “Ring Reveal” threads in r/EngagementRings where users share proposals and ask for feedback on styles.

Each of these behaviours lines up with content types that tend to perform best:

• Answer-seeking: guides, explainers, product comparisons, “Ask Me Anything” threads.
• Entertainment-driven: memes, polls, listicles, lightweight discussion starters.
• Community-focused: user stories, beginner checklists, shared experiences.

The Crawl → Walk → Run Playbook

Success on Reddit requires patience and authenticity. Think of it in three phases:

Phase 1: Crawl – Research and Lurking

Start by observing before you participate.

• Identify keywords & subreddits: Look for subreddits where your audience gathers – whether that’s tech, fashion, fitness, gaming, or beyond. Use Google searches like site:reddit.com [your keyword] or just "[keyword] reddit" to discover relevant subreddits and threads that already rank on Google. These are the exact communities AI is also pulling from.
  • For jewellery, subreddits like r/jewelry and r/EngagementRings are packed with real buyer questions (“Is platinum worth it over white gold?”) that often resurface in Google search and AI answers.
• Observe: Spend time lurking to understand the community – note what questions get asked most often, which formats (guides, memes, discussions) resonate, and observe the types of posts that consistently earn upvotes. Ideally, do this for a couple of months while lightly upvoting and commenting to build karma, so your future contributions feel authentic and aren’t flagged as spam.
• Learn the rules: Every subreddit has its own culture and policies. Break them and you risk bans.

Phase 2: Walk – Build Credibility

Contribute value before mentioning your brand or product.

• Answer questions and share useful resources.
• Add authentic experiences, not just links.
• Build karma and trust so you’re seen as a contributor, not a promoter.

Phase 3: Run – The Soft Sell

Once you’ve built credibility, you can introduce your product or brand organically.

• Context is king: Look for natural openings.
  • Bad: “Check out my new AI app, it’s the best.”
  • Good (football example): “I used an AI tool to analyse youth matches – it suggested shorter training drills that boosted stamina. Sharing in case it helps.”
  • Good (jewellery example): “I compiled Reddit discussions on sustainable engagement rings into a guide comparing lab-grown vs mined diamonds. Sharing in case it helps others decide.”
• Answer long-tail questions: These are gold because they often resurface in Google’s “Discussions and Forums” feature and in AI Overviews. Position your responses so they directly mirror the way users phrase questions.
• Start your own structured discussions: Post mini case studies or question-based threads with clear headings, bullet points, and even a TL;DR at the top. This formatting makes it easier for both Redditors and LLMs to parse.
• Show, don’t tell: Share outputs, screenshots, or examples. Let the value prove itself.

Phase 4: The Big Reveal – Showcase Posts

For launches or big updates, create Reddit-native “show” posts.

• Title: “I built an AI that [solves X problem].”
• The Why: The problem you set out to solve.
• The What: What your tool does.
• The How: A short, accessible explainer.
• The Ask: Invite feedback from the community.

Example (football): “I built an AI that creates football training drills from match data.”

Example (jewellery): “I created a Reddit-sourced guide ranking the most popular engagement ring settings of 2025.”

Pro tip: Spend the whole day engaging with comments – the conversation often becomes more valuable than the post itself.

Subreddit Targeting: Example (Football Communities)

Football is shown here as an illustration, but the same approach works across any vertical.

Subreddit	Members	Best Post Types
r/soccer	4.5M+	AI match analysis, stat breakdowns
r/football	150k+	General discussions, news
r/FantasyPL	1M+	AI fantasy tips, weekly picks
r/Fitness	12M+	AI training drills, recovery advice
r/boots	50k+	AI gear comparisons, reviews

Subreddit Targeting: Example (Jewellery Communities)

Jewellery is shown here as an illustration, but the same approach works across any vertical.

Subreddit	Members	Best Post Types
r/EngagementRings	250k+	Proposal stories, ring reveals, jeweller comparisons, setting advice
r/weddingplanning	400k+	Wedding & eternity ring recommendations, budget guides, brand reviews
r/jewelry	500k+	Diamond ring discussions, ethical sourcing, style comparisons
r/Earrings	50k+	Styling tips, gemstone debates, and metal sensitivity advice
r/Necklaces	30k+	Layering styles, pendant showcases, and gifting ideas
r/Bracelets	25k+	Charm bracelet collections, stacking guides, brand inspiration

Approaches to Activation

Not all activity is equal. Brand presence falls into three buckets:

Transparent approaches:

• A branded help account (e.g. a customer service handle) answering sizing or delivery questions.
  • In football subs, this could be kit quality or boot sizing.
  • In jewellery subs, this could be clarifying ring sizing conversions between countries or explaining differences between metals.
• Expert beginner guides (e.g. “Getting started with five-a-side football”).
• Repurposed blogs reframed as conversational posts.
• AMAs with ambassadors or staff.

Experimental approaches:

• Seeding a beginner community (e.g. r/BeginnerFitness) or sport-specific offshoots. Example: r/BeginnerFootball.
• Seasonal AMAs.
  • Football example: “Ask Me Anything: Winter training tips”.
  • Jewellery example: “Ask Me Anything: How to choose the perfect engagement ring on a budget.”
• Targeted amplification (boosting popular organic threads).

Deceptive tactics:

• Astroturfing (posing as users).
• Vote manipulation.
• Fake accounts or communities. These destroy trust and will backfire.

Technical SEO Considerations for AI Discovery

• Use natural language in posts: Phrase answers the way people actually ask questions (“best football boots for wet grass?”). Or in jewellery: “best engagement ring style for small hands?”. LLMs are trained on conversational queries, so mirroring them increases visibility.
• Incorporate structured formats: Headings, numbered lists, and bullet points make it easier for AI to extract key facts. Even adding a “TL;DR” can boost both user engagement and AI citations.
• Robots.txt: Don’t block GPTBot, CCBot, or Claude-Web.
• JS-light content: Ensure linked landing pages load without heavy JavaScript.
• Entity consistency: Keep your brand and product names consistent across Reddit, your site, and socials so LLMs associate them correctly.

Measuring Success

Think beyond just traffic.

• On Reddit: Upvotes, karma, comment volume, brand mentions.
• In AI: Frequency of your brand in ChatGPT, Gemini, and Perplexity responses.
• On Site: Referral traffic, branded search growth, and conversions.
  • For jewellery, a leading indicator might be how often your brand is mentioned in r/EngagementRings or r/jewelry threads – these mentions often feed directly into AI-generated answers.
• Monitor AI mentions: Search for your brand in ChatGPT, Perplexity, and Gemini to see if your Reddit contributions are being cited. This is a leading indicator of LLM visibility.

Commercial Impact Forecast

Reddit’s commercial impact grows with the level of investment:

• Reactive involvement (replying in threads) can steadily build visibility and trust.
• Proactive participation (guides, AMAs, starter tips) scales authority and reach.
  • For jewellery, proactive involvement could mean publishing transparent guides on lab-grown vs natural diamonds, which not only earn trust in Reddit threads but also get pulled into AI Overviews and buyer research journeys.
• Strategic activation (combining organic presence with paid amplification or community building) maximises visibility and potential conversions.

Pitfalls to Avoid

• Spamming links everywhere.
• Deception (fake accounts, fake upvotes).
• Ignoring rules – mods are strict.
• Hit-and-runs: Don’t post and disappear; always engage.

Conclusion: The Golden Rule

Reddit is more than a social network – it’s a search and AI visibility engine. Success comes from authentic participation, value-first contributions, and sustained engagement. The golden rule: Provide value before asking for anything in return.

For brands in every category, the opportunity is huge. Football communities illustrate the potential, and jewellery communities show how even luxury and high-consideration industries benefit, but the same strategies apply in fashion, tech, fitness, and beyond.

The right Reddit strategy can unlock both community trust today and AI visibility tomorrow.