Where do people turn when seeking information, yet are tired of sales-minded responses? Maybe Google, but increasingly, the answer is Reddit.

In this episode, Eric Chemi chats with Bospar colleagues Connor Grant and Emma Rafanello to unpack why Reddit has become the most influential–and misunderstood– platform in B2B marketing and PR. Widespread AI-generated content has driven platform users to more community-based spaces that prioritize credibility and authenticity. 

The conversation covers the differentiation of Reddit vs. other major platforms, including LinkedIn; how karma and moderation shape user trust; and why “stop landing messages and start answering questions” may be the most important shift B2B brands need to make.