Reddit, The Channel You Can't Automate Your Way Into
Reddit will remove your post in under ten seconds if it smells like marketing. That's exactly what makes it worth doing properly.
Most B2B brands either avoid Reddit entirely or try to automate their presence and get banned immediately. Reddit actively protects itself from that, it calls itself the heart of the internet, and the community policing is real and fast. There's no shortcut in. But the upside of that friction is that Reddit is one of the highest-trust environments on the web, which is precisely why it became a disproportionate contributor to LLM citations in the early days of AI search. A significant portion of what large language models were sourcing in those early citation patterns was Reddit content, which meant that for any B2B company operating in a high-consideration category, authentic Reddit presence was building top-of-funnel awareness in two channels simultaneously, organic search and AI search.
The strategy we built wasn't about volume or frequency, it was about being the most genuinely useful voice in conversations that mattered. We identified themes where Multiplier could contribute real expertise: very niche queries about hiring in specific markets, EOR edge cases, contractor regulations in countries that most providers don't cover well, Latvia, Costa Rica, less-documented hiring markets. The goal was to be present and credible for those queries, not to broadcast messaging about Multiplier's products. We never led with "best EOR providers in [country]" framing. We showed up as educators, not vendors.
We grew r/WorldWithoutLimits (Multiplier's owned subreddit) approximately 25% MoM through Q1 2026. Organic search impressions hit an all-time high. LLM citations hit an all-time high. The engagement quality on the subreddit, not just member count but actual discussion, was the highest it had been.