Why LLMs Cite Reddit and LinkedIn (And What It Means For You)

In case you haven’t heard, LinkedIn is now the second most cited website in LLM responses. That means the top two sources most frequently cited are Reddit, a community forum, and LinkedIn, a professional social media network.

At first glance, that might seem strange. Why would a forum and a social network outperform traditional publishers?

When you break it down, it actually makes a lot of sense.

Why LLMs citing Reddit an LinkedIn makes sense

1. A strong SEO foundation

Both Reddit and LinkedIn have long had strong SEO strategies in place.

One thing experts have emphasized is this: If you want to succeed in LLM platforms, you need a solid SEO strategy. While optimizing for traditional search isn’t exactly the same as optimizing for AI-driven results, there’s significant overlap. A strong SEO foundation still increases your chances of performing well in LLM environments.

Long before AI search became mainstream and even before Google began using Reddit to train its AI, both Reddit and LinkedIn consistently appeared in search results for specific queries. They were already authoritative, highly visible domains.

That foundation now pays dividends in LLM citations.

2. Constantly fresh content

LLMs prioritize fresh information. They aim to deliver the most current, relevant insights possible.

Reddit and LinkedIn excel here.

On Reddit, users continuously create new threads and add comments to existing ones. On LinkedIn, professionals publish posts, articles, newsletters, and updates daily. There’s a constant flow of new content.

From an LLM’s perspective, that’s valuable. These platforms provide a steady stream of up-to-date discussions and perspectives, exactly the kind of content models look for when generating responses.

3. User-generated nature

Another key factor is the user-generated nature of both platforms.

Reddit and LinkedIn function as hubs for industry conversations. People start threads, publish posts, and discuss topics relevant to their fields, including highly niche subjects that companies may not have covered in blog posts.

So what happens when someone asks an LLM about a niche topic and there’s no company blog addressing it?

The model looks to platforms like Reddit or LinkedIn.

Because these platforms contain discussions on highly specific topics, they often become one of the only available sources answering certain queries. If you’re one of the few places addressing that topic, your odds of being cited increase significantly.

The complication: accuracy and verification

There’s a downside.

Neither platform guarantees accuracy.

On LinkedIn, users can add professional credentials and present themselves as authorities. However, credentials can be exaggerated or fabricated. Someone may create a polished profile, claim expertise, and share information that gains traction even if it isn’t entirely accurate.

Reddit presents an even greater challenge. While some contributors are seasoned professionals, others are enthusiastic amateurs. There’s typically no way to verify who is who. A username doesn’t reveal whether someone has ten years of industry experience or picked up the topic last week.

That lack of verification adds complexity to the fact that these platforms are cited so frequently in LLM responses.

Should you build a Reddit and LinkedIn LLM strategy?

The answer is both yes and no.

You shouldn’t jump into Reddit or LinkedIn with the sole goal of increasing brand visibility because they’re being cited by LLMs. If your only motivation is, “These platforms get cited, so I need my brand there,” your approach will likely feel disingenuous.

Communities on Reddit and professionals on LinkedIn can quickly detect when someone is there just to promote themselves.

If every time someone asks, “How do I solve this problem?” you respond by pitching your software, it becomes obvious that you’re prioritizing sales over value. That can damage your brand rather than help it.

Instead, your approach should focus on being helpful and becoming a resource within the community.

That doesn’t mean you can’t use your company name in your username or represent your brand. But you can’t treat every interaction as a sales opportunity.

A more strategic approach

If you decide to build visibility on Reddit or invest more heavily in LinkedIn, take a methodical and intentional approach.

On LinkedIn, that might mean:

• Sharing helpful information related to your industry
• Publishing newsletters with updates in your field
• Creating long-form posts about trending topics

These actions open opportunities to earn citations because you’re contributing valuable, relevant information — not because you’re chasing LLM visibility.

Above all, put your audience first.

Don’t approach these platforms thinking, “Let me do this so I get cited in LLMs.” Instead, focus on creating engaging, useful, and genuinely helpful content for your audience.

When you create for your audience, LLM citations tend to follow naturally — because the content is valuable enough to earn them.

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