Why Reddit Overtaking TikTok for Search Is a Bigger Deal Than It Sounds

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On today's show:

Cassie breaks down recent reporting from The Guardian showing that Reddit has overtaken TikTok as a preferred search tool for Gen Z users in the UK.

At first glance, it sounds like a social media trend. But this shift points to something much bigger: how trust, discovery, and search behavior are changing—and why those changes align closely with how AI search systems decide which sources to surface and cite.

Cassie unpacks why Reddit’s structure, context, and lived-experience answers outperform entertainment-driven platforms when it comes to decision-making, and how those same qualities make content more reusable inside AI-generated answers.

If you’re a marketer, content strategist, or brand leader trying to understand why “good content” doesn’t always translate into AI visibility, this episode connects the dots between human behavior, AI systems, and the future of search.

In this episode:

• Why Reddit is becoming a default search tool for Gen Z
• The difference between inspiration-driven discovery and decision-driven search
• What Reddit’s rise reveals about trust and explainability
• How AI search systems evaluate and reuse content
• What this shift means for brand visibility beyond traditional SEO

Let’s connect:

LinkedIn → Cassie Clark | Content Strategist
Website → cassieclarkmarketing.com

P.S. Is your brand losing its "Answer Authority"?

Most series A/B and enterprise brands are being "nudged" out of AI search results because of entity gaps and "stale" content. I am opening 3 specialized audit slots for January 2026 to help you reclaim your Share of Voice using the FSA Framework (Freshness, Structure, Authority).

Request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/