Google’s AI Overviews are reshaping search by pulling answers from the places people are actually talking: Reddit, YouTube, Quora and other community-driven platforms.
According to new data from Profound, over 54% of citations in AI Overviews come from these authentic, real-time conversations – not from brand websites or traditional blogs.
This shift opens up an opportunity for brands to connect with audiences in a more human, helpful way and to be discovered in the very places where people are actively seeking answers.
If your content strategy has relied mostly on polished blog posts and keyword-heavy landing pages, it’s time to expand your approach.
Google AI Overviews: Top 10 Cited Sources (Aug 2024 – June 2025)
| Source | % of Citations |
|---|---|
| 21.0% | |
| YouTube | 18.8% |
| Quora | 14.3% |
| 13.0% | |
| Gartner | 7.1% |
| NerdWallet | 5.9% |
| Forbes | 5.7% |
| Wikipedia | 5.7% |
| Business Insider | 4.5% |
| Medium | 3.9% |
Why is AI choosing Reddit over your site?
Because Large Language Models (LLMs) like the ones powering Google’s AI Overviews are trained on vast datasets that include user-generated content. They gravitate toward authenticity, diversity and relevance – qualities that platforms like Reddit, YouTube and Quora naturally provide.
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Reddit is full of real-time, unfiltered discussions where people share honest opinions, product reviews and niche expertise.
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YouTube offers tutorials, reactions, reviews, and commentary – all in a conversational tone AI loves.
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Quora delivers detailed Q&A interactions that blend expert knowledge with everyday experience.
These platforms answer questions like “What’s the best shampoo for dry scalp?” or “Is [product] worth it in 2025?” with relatable, human answers. In contrast, many brand websites are rigid or overly promotional, making them less appealing to AI.
What this means for your SEO strategy
Let’s be clear: this doesn’t mean blogs are dead. But it does mean your strategy needs to evolve. If your brand wants to stay visible in AI-powered search, here’s what you need to do:
1. Show up where real conversations are happening.
Get active on Reddit, Quora, YouTube and even in LinkedIn comments. Not with a sales pitch – but with helpful, human advice.
2. Contribute value, not just content.
Answer questions. Share real insights. Be part of the discussion. The more your brand sounds like a real person, the more AI will listen.
3. Rethink content distribution.
Don’t just publish blogs and hope for traffic. Repurpose that content into forum posts, Quora answers or video explainers to increase your reach (and citation potential).
4. Blend SEO with UGC (User-Generated Content) strategy.
Traditional SEO and UGC don’t have to compete. The smart play is doing both – creating owned content and meeting your audience where they’re already talking.
Relevance now beats rankings
SEO has always been about visibility. But now, visibility means being where AI is looking – and that’s increasingly in the comments, forums and threads, not just in the top 10 blue links.
So if your brand isn’t part of those public conversations, don’t be surprised when AI overlooks you – even if your blog is technically perfect.
Want to stay in the conversation? Then it’s time to join it.
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