ChatGPT Cites Reddit Less: OpenAI Responds

Measures indicate an 86% drop in visible Reddit citations in ChatGPT by mid-August. OpenAI assures that it is updating its service without fixing the visibility of any site and states that Reddit is still being cited. Analyses suggest that the tool continues to reference Reddit behind the scenes while crediting brand sites more often. Between caution and pragmatism, marketing teams are adjusting their priorities without relying on a single source.

OpenAI denies any site-specific visibility and Reddit claims 130 million voices

OpenAI states that it regularly updates ChatGPT to improve its relevance and utility, while asserting that it does not target or define a fixed visibility level for individual sites. The company adds that Reddit continues to be cited in the tool. On the discussion platform side, a Reddit spokesperson emphasizes that language models are constantly changing how they cite the web. He highlights the value of data from Reddit, which represents 130 million real people in conversation, presented as a constant asset despite the evolution of citations.

A measured decline already seen: 86% in mid-August, with a precedent in September

Promptwatch sparked the debate by publishing data last week indicating an 86% drop in the share of Reddit citations observed in ChatGPT by mid-August. Three other AI visibility companies report similar declines, fueling discussions in the marketing world. Such shocks are not unprecedented: the proportion of Reddit citations had already decreased last September before recovering. They occur in a context where fluctuations often accompany the release of new models by AI players or major updates to Google’s search algorithm. Overall, the SEO community is reacting to the idea that ChatGPT cites Reddit much less in its visible responses.

Reddit remains consulted behind the scenes, while brands are credited more often

Researcher Suganthan Mohanadasan, head of the agency Snippet Digital, analyzed the web queries that ChatGPT performs in the background. According to his observations, the tool continues to regularly consult Reddit to formulate its responses but mentions it less frequently in the final text displayed to users. His findings also indicate that brand sites are credited more often in the responses.

Diversifying support points: AIVO's warning and Duolingo's approach

For Tim de Rosen, CEO of AIVO, the sudden drop in Reddit citations serves as a warning signal: a strategy based on citations from a single source exposes one to abrupt reversals. On the brand side, Duolingo details an approach centered on the real needs of Reddit communities: discussion topics, requests for help, and feedback on the brand. The company has established its first dedicated team for Reddit this year and does not actively track Reddit's visibility in ChatGPT. “We do not change our strategy every time an algorithm changes,” says its marketing director, Manu Orssaud. In the same spirit, Kyle Lock, vice president of marketing at Butterball, urges professionals to stay informed and agile, adapting their strategies to the pace of technological changes, behaviors, and discovery channels.

Authenticity required on Reddit: community monitoring and Ahrefs' warning

Attempts at disguised promotion have been scrutinized for years by communities like r/HailCorporate, which have long denounced brands suspected of astroturfing. Glen Allsopp, head of strategy and research at Ahrefs, believes that a decline in citations may make Reddit less appealing for those who have abused it as a promotional channel. However, he argues that nothing changes for teams that interact legitimately with their audience there.