March Marketing updates
How to Show Up in AI Search Results Using LinkedIn and Reddit
We attended the Marketing Associations B2B Marking Conference event in Auckland last week, and it confirmed something we’ve been hearing for a while – the way people find businesses is changing fast.
Alongside traditional Google searches, more people are turning to AI tools like ChatGPT, Gemini, and Copilot and simply asking a question.
So where do these AI tools get their answers?
That’s where LinkedIn and Reddit come in – and it was one of the most important shifts in digital marketing discussed at the 2026 B2B Marketing Association event.
What Does "Showing Up on AI" Actually Mean?
Large language models (LLMs) – the technology behind tools like ChatGPT and Google Gemini – are trained on vast amounts of content from the internet. When someone asks an LLM a question, it draws on that training to construct an answer, often referencing or summarising content it has learned from. The platforms it draws from most heavily? LinkedIn and Reddit consistently rank among the top sources.
This creates a new kind of visibility opportunity for businesses. It’s not about ranking #1 on Google – it’s about being the kind of brand that gets mentioned, referenced, or recommended when an AI answers a question in your industry.
Why do LinkedIn and Reddit matter more than other platforms for AI visibility?
Both platforms host enormous volumes of publicly accessible, text-rich, human-generated content. LinkedIn is full of professional opinions, industry analysis, and thought leadership. Reddit is packed with candid, experience-based discussions and recommendations. AI searches (LLMs) are particularly drawn to content that is detailed, opinionated, and authentic – which is exactly what both platforms produce at scale.
Platforms focused on short-form or highly visual content, like Instagram and TikTok, don’t provide the same level of usable information for LLMs. They may still be referenced occasionally, but not nearly as often as text-driven platforms like LinkedIn or Reddit.
What kind of content should a business post on LinkedIn to improve LLM visibility?
Focus on substantive thought leadership: your take on industry trends, lessons from real projects, answers to common client questions, and clear explanations of complex topics in your field. Posts that directly answer a question (“Here’s how we approach X”, “What businesses get wrong about Y”) tend to perform best because they mirror the format LLMs look for. Consistency matters too – a business that posts regularly over months builds a much stronger footprint than one that posts a flurry of content then goes quiet.
How should a business approach Reddit without coming across as spammy?
Reddit has a deeply ingrained culture of authenticity. Users are highly attuned to promotional intent and will quickly downvote or call out anything that feels like advertising. The right approach is to be a genuine participant: find subreddits relevant to your industry or audience, answer questions helpfully, share useful information without asking for anything in return, and only mention your business when it’s genuinely relevant and you’re transparent about who you are. Over time, consistent and honest participation builds real credibility – both with the Reddit community and with the LLMs that index those conversations.
Should a New Zealand business use the same strategy on LinkedIn and Reddit?
Definitely not. These are fundamentally different platforms with different audiences, tones, and rules of engagement. LinkedIn is professional, polished, and rewards expertise. Reddit is community-led, informal, and rewards honesty. A post that performs brilliantly on LinkedIn will often fall flat – or worse, attract backlash – on Reddit. You need a distinct content strategy, voice, and posting approach for each platform. Think of them as two different conversations happening in two very different rooms.
How long before a business sees results from this kind of strategy?
This is a long-game strategy, not an overnight fix. LLMs update their training data periodically, and building a credible presence on either platform takes time. Realistically, businesses that commit consistently to both platforms should start to see meaningful AI visibility gains within three to six months. The good news? The businesses that start now will have a significant head start on those who wait until this becomes common knowledge. 😉
LinkedIn vs Reddit: A Quick Reference
Reddit 👥
Best for: Community trust, authentic recommendations, niche audiences
Tone: Casual, honest, community-first
Content types: Answers, discussions, helpful threads
Key rule: Be a participant, not a promoter
Linkedin 👩💻
Best for: Thought leadership, industry insights, professional credibility
Tone: Professional, confident, considered
Content types: Articles, opinion posts, case studies, how-tos
Key rule: Add genuine value – don’t just promote
Published on 30 March 2026 by Florencia Arias