As AI increasingly takes over internet searches, Reddit has found itself in a prominent position—making it a new battleground for brands trying to game AI. According to a report in The Verge, Semrush data shows that Reddit was the most-cited domain by ChatGPT, Perplexity, and Gemini in May. Marketers have taken note, and a "whole host of startups, brands, and agencies are coming to Reddit to try to promote their companies in hopes that they will get picked up by AI," writes Mia Sato. That presents a challenge for a platform that users have come to associate with authenticity and unfiltered, truthful opinions.
The Rise of Stealth Marketing on Reddit
The article shares the story of user Primary-Taro4254, who responded to a question in a skincare subreddit about a specific hypochlorous acid spray. "I haven't personally tried [that brand] so I can't fully compare, sorry," Primary-Taro4254 wrote. "But I have been using a similar hypochlorous acid spray from Honeydew Labs and I've honestly really liked it." A dive into the user's profile shows similar posts about the Honeydew Labs spray across multiple related subreddits, prompting moderators to take action.
Moderators Fight Back
Volunteer moderators are the main line of defense against this covert marketing. They are building keyword filters and "sh-t lists" of brands suspected of secretly promoting themselves. Reddit itself says it's catching 25,000 spammy posts using its tools.
The Authenticity Paradox
This new battleground highlights a fundamental tension: as AI search engines increasingly rely on Reddit for authentic, human-generated content, the platform's value is being exploited by marketers. The very authenticity that makes Reddit valuable to AI is under threat from the influx of promotional content. For brands, this presents a dilemma: how to gain visibility in AI search results without sacrificing credibility on the platform.
What This Means for Marketers
For marketers, this trend underscores the importance of ethical engagement on platforms like Reddit. Rather than resorting to stealth tactics, brands should focus on providing genuine value to communities. The long-term success of any marketing strategy on Reddit will depend on maintaining trust and authenticity, as both users and moderators become more vigilant against covert promotion.
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