In the ever-evolving landscape of digital marketing, staying ahead of trends is crucial for brands looking to maintain visibility and relevance. Today, we’re thrilled to sit down with Milena Traikovich, a renowned Demand Gen expert who has helped countless businesses craft effective campaigns for nurturing high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers unique insights into the rising importance of forums and user-generated content in the age of generative AI and search strategies. In this conversation, we’ll explore why platforms like Reddit are dominating AI search results, the value of authentic community content, and how brands can leverage forums to own their digital presence.
How has Reddit emerged as a powerhouse in AI search results, and what’s driving its massive influence?
Reddit’s rise in AI search results is really a perfect storm of timing and content. It’s become a go-to source for large language models because of its vast repository of user-generated discussions that cover incredibly niche, long-tail topics. A recent analysis showed Reddit appearing in over 40% of AI citations, and that’s because when AI tools can’t find detailed answers elsewhere, they often land on Reddit threads that match the user’s intent. Plus, its stock price has surged 177.6% in the last year and a half, reflecting investor confidence in its growing role as a hub of authentic human conversation—something AI struggles to replicate. It’s not just a forum; it’s a goldmine of real, unfiltered insights that AI leans on heavily.
What’s behind the current supply-and-demand crisis for online answers, and how does it impact the way information is sourced?
We’re seeing a huge spike in demand for answers with the popularity of tools like ChatGPT and Perplexity. People want quick, specific responses, and these tools are scouring the web for content. The problem is, there’s a massive shortage of detailed, long-tail content because for years, SEO strategies focused on ranking for high-traffic keywords, leaving niche questions unanswered. AI often defaults to places like Reddit because it’s one of the few sources with relevant discussions. This crisis shows how much the web lacks depth in certain areas, and it’s pushing brands to rethink how they contribute to filling those gaps with meaningful content.
Why is user-generated content so critical for brands navigating today’s search landscape?
User-generated content, or UGC, is a game-changer because it aligns so closely with how people actually search. Users ask questions and share experiences in their own words, which matches search intent far better than polished marketing copy. It’s also seen as more trustworthy—people trust real opinions over branded content. On top of that, UGC adds semantic depth, weaving in related terms and topics that boost discoverability for both traditional SEO and AI tools. And honestly, it’s one of the few things AI can’t fully mimic. Authentic human dialogue stands out in a sea of generated content, making it a powerful asset for brands.
Many brands seem reluctant to launch their own forums. What are some of the common hesitations you’ve encountered, and how do you address them?
I hear a lot of pushback, and it usually boils down to cost, resources, or past failures. Some brands think forums are too expensive, but I point out that open-source software can get you up and running for next to nothing. Others say they lack development resources, but these platforms often need minimal customization—just basic branding or integration, which is doable even for small teams. Moderation is another concern, but today’s spam filters and AI-supported tools handle most issues, and a strong community can help with the rest. And for those who think forums are outdated, I just remind them that Reddit, essentially a forum, has a market cap of $38 billion. The value is clear; it’s about reframing how they see the investment.
How do discussion boards and Q&A sites differ in their value to brands, and when might one be more suitable than the other?
They serve distinct purposes. Discussion boards are like a social hub—they foster ongoing conversations where customers connect, share stories, and debate ideas. It’s great for building community and loyalty. Q&A sites, on the other hand, are all about resolution. They focus on specific questions with clear, often expert-vetted answers, aiming for clarity and efficiency. If a brand wants to reduce support tickets and position itself as an authority, a Q&A site might be the way to go. But if the goal is engagement and deeper relationships, a discussion board creates that social space. Both build valuable content, but the choice depends on the brand’s priorities.
What’s your forecast for the role of forums and community-driven content in shaping brand visibility over the next few years?
I see forums and community-driven content becoming absolutely central to brand visibility. As AI continues to dominate search, the need for authentic, human-generated content will only grow—it’s the signal that cuts through the noise of generic, AI-produced text. Brands that invest in owning their conversations through forums will not only improve customer experiences but also position themselves as trusted sources that AI tools turn to. Competitors are already catching on, so in the next few years, having a vibrant community won’t be optional; it’ll be a core part of staying relevant and discoverable in an increasingly AI-driven digital world.
