• Social Media

  Why Reddit dominates AI search by focusing on user journeys instead of keywords (and what it teaches us for any channel you are on)

  Posted by Mendokusai on September 26, 2025 at 2:14 pm

  

  Bartosz shared some data in his recent webinar that backs up what I've been seeing in social media strategy. Google used to crawl 2 pages per click ten years ago. Now it's 18 pages per click, and 60% of searches end with zero clicks because AI just serves the answer directly.

  Reddit dominates AI citations (3.5% vs Wikipedia's 1.2%) not because of some algorithm trick, but because people want authentic conversations over marketing content.

  This totally applies to social media success. We spend so much time chasing vanity metrics when what actually matters is whether we're solving real problems for our audience.

  Think about it, when someone searches "best project management tool," they don't want another listicle. They want to hear from someone who actually uses the thing daily and can tell them the mobile app crashes every Tuesday or whatever.

  The customer journey changed. People start with messy questions, get authentic answers, then make decisions based on that trust. If your social content isn't addressing the actual problems your audience faces at each stage of their journey, you're just adding to the noise.

  This means:

  • Stop creating content for content's sake
  • Start listening to what people actually ask in comments, DMs, groups
  • Address both positives AND negatives honestly
  • Focus on being helpful instead of promotional

  The brands winning on social right now are the ones solving problems, not the ones with the prettiest posts.

  Would love to hear your thoughts!

  Mendokusai replied 6 hours, 12 minutes ago 1 Member · 0 Replies
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