Using insights from earned media to inform your marketing campaigns

The next evolution of search visibility starts with real conversations

Brand visibility is more important than ever — and the search landscape is shifting fast. Traditional SEO once ruled awareness, but Answer Engine Optimization (AEO) is reshaping how people discover brands. Consumers are now asking longer, more specific questions like “What’s the best laptop for a kid just starting college?” and expect direct, conversational answers.

According to our 2026 State of the Website Report, nearly two-thirds of marketing leaders (64%) say their teams are already building AEO-focused content informed by large language models. But before you can optimize your content for answers, you need to know what your audience is asking.

That’s where Reddit and earned media insights come in.

Harnessing the power of Reddit communities

Reddit is where authentic, unfiltered conversations happen. With 100,000+ active communities and 116M+ daily users, it’s the internet’s largest collection of intent-driven discussions—where people openly share opinions, ideas, frustrations, and advice.

By analyzing Reddit conversations, marketers can uncover:

• Emerging topics related to your brand or industry
• New niche audiences that overlap with your customer base
• Creative product use cases you may not have considered
• Competitive insights showing where you’re leading—or lagging
• Tone, sentiment, and humor of your core audience
• Unfiltered feedback about your brand and products

Unlike surveys or outreach, Reddit’s open discussions reveal what people really think. Monitoring these conversations gives you real-time visibility into audience perception—so you can adapt messaging, campaigns, and content to connect more meaningfully.

Turning Social Listening into AEO Advantage

Marketing success depends on listening as much as leading. Our latest ebook, created in collaboration with Reddit, explores how to turn genuine online conversations into a data-backed AEO strategy that builds credibility, visibility, and trust.‍

Inside, you’ll discover how to:

1. Identify high-intent questions that fuel AEO strategies
2. Use Reddit insights to refine website and messaging structure
3. Transform audience chatter into measurable marketing performance

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