Reddit dominates citations in ChatGPT

Reddit is the most cited social media platform on ChatGPT, according to a new analysis from analytics firm Profound. The firm analyzed tens of thousands of ChatGPT responses between October and December 2025 to understand which websites and platforms are most frequently cited as sources.

The analysis found that Reddit appears more frequently than any other social platform in ChatGPT responses, far ahead of YouTube, LinkedIn, Instagram, Facebook, and X. Below is a platform-by-platform unpacking of the data, plus an analysis of what makes each platform valuable for referencing inside conversational systems.

Reddit: discussion threads drive citations

Profound found that Reddit accounted for roughly 3–4% of all social media citations, roughly ten times more than the next social platform. Nearly all of these links point to individual discussion threads rather than subreddit homepages or user profiles. According to the data, discussion threads accounted for almost 100% of all Reddit citations on ChatGPT.

The reason, according to Profound, is tied to Reddit’s content structure. On Reddit, ChatGPT favors self-contained, structured posts that fully answer a question. ChatGPT cites complete, clear, and useful content within a single thread. Each thread often contains multiple answers, clarifications, counterpoints, and community debate. This provides a comprehensive view for AI models, making a single URL sufficient to answer a question.

Reddit CEO Steve Huffman told analysts recently that, “Reddit performs best on questions that have multiple perspectives. It’s not about the one answer, it’s about the discussion.” Profound’s findings reflect this, showing that threads with rich conversation were cited more frequently, especially for questions without definitive answers.

This dominance suggests that ChatGPT is treating Reddit as a human-curated knowledge base, surfacing perspectives rather than just top-ranking links.

LinkedIn: professional authority and personal expertise matter

LinkedIn ranks second in social citations, but operates differently, far behind Reddit. On LinkedIn, nearly half of citations (47%) come from personal profiles, followed by 21% from company pages and 14% from LinkedIn articles. According to Profound, this shows that ChatGPT favors first-person professional experience over corporate branding.

Posts and articles with clear, detailed explanations or step-by-step insights are more likely to be cited, particularly for technical, professional, or business queries. LinkedIn’s content is highly relevant for queries such as technical “how-to” explanations or business insights.

This makes personal thought leadership a stronger route to being cited than polished corporate releases. However, LinkedIn lacks Reddit’s conversational density, limiting its overall citation frequency.

YouTube: creator authority over content

Profound reports that only 0.15% of all social citations go to YouTube. Within YouTube, 65% of citations point to channels rather than individual videos, while just 2.3% reference individual clips. The rest link to subpages, such as videos or shorts.

This suggests that ChatGPT prioritizes channels as persistent knowledge sources. It treats the channel itself as a reliable source, prioritizing long-term credibility, expertise, and consistency over one-off content. This is in contrast to Reddit, where content itself carries authority.

Instagram: fragmented content, mixed visibility

Instagram presents a different pattern. Profound finds 36.5% of citations point to reels, 29% to individual posts, and 30.4% to profiles, meaning roughly 65% of Instagram citations are content-level. 

Profund explains that individual posts and reels matter more than profiles. Unlike YouTube or Reddit, Instagram has no single dominant format. ChatGPT values Instagram as a multi-format platform, where specific content pieces slightly outweigh profiles, but all formats contribute to its citable value. This explains Instagram’s inconsistent performance with 0.16% share of ChatGPT citations. 

Cross-platform takeaways

Profound’s data offers a window into how large language models select and attribute information, and why open, long-form discussion forums are becoming central inputs for conversational search products.

The analysis shows that conversational AI systems operate differently from traditional search engines. Unlike Google, which ranks pages based on links, authority, and relevance, ChatGPT-style AI references discrete content units that are text-rich and self-contained.