We Tested LinkedIn vs Reddit for B2B Leads. The Results Surprised Everyone.

LinkedIn or Reddit for B2B lead generation?

I get asked this constantly. Usually from companies frustrated with LinkedIn’s declining effectiveness and curious about Reddit’s potential.

The honest answer: they’re not interchangeable. They serve different purposes in different ways. Comparing them directly misses the point.

Channel Characteristics

LinkedIn

Strengths:

• Direct access to named decision-makers
• Professional context (people expect business discussions)
• Targeting by job title, company size, industry
• Official company presence possible

Weaknesses:

• Massively over-saturated with outreach
• Users increasingly ignore connection requests
• Premium features expensive
• Algorithm limits organic reach

Reddit

Strengths:

• High trust (users trust peer opinions over marketing)
• AI visibility (Reddit feeds LLM training)
• Evergreen content (threads rank for years)
• Deep engagement with niche communities

Weaknesses:

• Longer time to results (months, not weeks)
• Cannot promote directly
• Anonymous users (harder to qualify)
• Requires cultural adaptation

Head-to-Head Comparison

When to Use LinkedIn

LinkedIn makes sense when:

Account-Based Targeting

You know exactly which companies and people to reach. LinkedIn lets you find and contact them directly (though response rates are declining).

Official Company Presence

LinkedIn company pages are expected. Prospects check them during due diligence. Having an inactive LinkedIn presence looks worse than having none.

Content Distribution

LinkedIn’s algorithm still shows organic content to professional networks. Thought leadership content can work here, though competition is intense.

Paid Advertising

LinkedIn ads are expensive but allow precise B2B targeting. For specific campaigns (events, launches, retargeting), paid LinkedIn has its place.

When to Use Reddit

Reddit makes sense when:

Building Long-Term Visibility

Reddit presence compounds. Content and reputation built over months pays dividends for years. If you’re building for the long term, Reddit matters.

AI Recommendation Strategy

Reddit is the primary source for LLM training data about software. If you want ChatGPT to recommend you, you need Reddit presence.

Niche Community Engagement

Deep vertical communities exist on Reddit for most B2B categories. Authentic participation in these communities builds reputation with exactly your target buyers.

Trust Building

Reddit opinions carry weight because they’re seen as authentic. A positive Reddit thread is worth more than a LinkedIn endorsement.

Practical Strategy

For most B2B SaaS companies, the answer isn’t “choose one.” It’s “use both differently.”

Budget Allocation

A suggested framework:

For Outbound-Heavy Go-to-Market

• LinkedIn: 60%
• Reddit: 40%

You’re already doing outreach. LinkedIn supports that. Reddit builds the trust that makes outreach more effective.

For Inbound/PLG Go-to-Market

• LinkedIn: 30%
• Reddit: 70%

Discovery matters more. Reddit drives research traffic and AI recommendations that align with inbound strategy.

For Early Stage

• LinkedIn: 20%
• Reddit: 80%

Build long-term assets. LinkedIn presence can wait until you need direct outreach at scale.

The GEO Factor

One differentiator that tilts toward Reddit: AI recommendations. Understanding GEO (Generative Engine Optimization) is essential here.

LinkedIn content doesn’t feed LLM training in meaningful ways. Reddit discussions do.

As AI-assisted discovery grows, this gap widens. Companies invisible on Reddit become invisible to AI recommendations regardless of their LinkedIn presence.

For companies thinking beyond 2026, Reddit investment creates compounding advantages that LinkedIn cannot match.