The GEO Playbook: How Creator Content is Shaping Generative Engine Optimization

For over two decades, SEO was the marketing foundation for visibility on Google. But search behavior is changing. Today, consumers don’t just “Google it” — they increasingly ask AI engines like ChatGPT, Gemini, and Perplexity.

This shift introduces a new discipline: Generative Engine Optimization (GEO), the foundation of GEO marketing.

And within GEO lie two critical outcomes:

• AI-driven discovery → how consumers find and evaluate products through generative AI.

• Agentic commerce → how autonomous AI systems can recommend, select, and even purchase products on a consumer’s behalf.

This post breaks down how brands can use creator-led content across TikTok, LinkedIn, Substack, YouTube, and Reddit to drive GEO — and why beauty and consumer brands in particular need to prepare for the coming wave of agentic commerce.

What Are LLMs and Why They Matter for GEO Marketing

At the heart of GEO marketing are LLMs (Large Language Models).

LLMs are advanced AI systems — like OpenAI’s GPT, Google’s Gemini, and Anthropic’s Claude — trained on vast amounts of text from across the internet. They don’t “search” like Google; they synthesize patterns, relationships, and knowledge from billions of words, posts, and transcripts.

When a consumer asks:

• “What’s the best skincare routine for sensitive skin?”

• “What are the top AI tools for small business owners?”

• “What’s a natural alternative to coffee for energy?”

…the LLM generates an answer by drawing from the sources it has been trained on.

This is why Generative Engine Optimization is essential: the content you (and your creators) publish across digital platforms can directly shape how these AI systems recommend your brand.

Why Reddit Is the #1 Cited Source for LLMs

Among the countless platforms online, Reddit is disproportionately influential for LLM training — and therefore, for AI-driven discovery.

Why?

1. Q&A Format → Reddit discussions mirror natural consumer questions, making them perfect for LLM ingestion.

2. Authenticity Signals → Upvotes and moderation help AI models identify credible answers.

3. Breadth of Niches → From skincare to SaaS to pet health, nearly every consumer vertical has an active subreddit.

4. First-Hand Experiences → Unlike polished marketing sites, Reddit contains raw, real-world product experiences that AIs interpret as authentic.

This is why ChatGPT, Gemini, and Perplexity often generate answers that look like Reddit summaries.

For GEO marketers, this means: planting authentic, valuable brand mentions in Reddit communities can heavily influence generative AI outputs.

Introducing Agentic Commerce

If GEO and AI-driven discovery shape how consumers learn about products, agentic commerce represents the next leap: AI agents actively making purchase decisions on behalf of users.

Agentic commerce = autonomous, AI-powered shopping. Consumers will soon say:

• “Buy me the best non-toxic moisturizer under $40” → their AI agent will evaluate options and complete the purchase.

• “Find the best post-workout hydration drink and subscribe me” → the AI will compare, decide, and transact.

Why This Matters for Beauty and Consumer Brands

1. High-choice categories like skincare, cosmetics, beverages, and wellness supplements are perfect use cases — too many options, too much noise. AI agents simplify.

2. Consumer trust shifts to agents → the AI becomes the gatekeeper of brand visibility and sales.

3. GEO becomes commerce-critical → if your product isn’t part of the AI’s “knowledge graph,” your brand won’t just miss search visibility — it will miss sales.

Put simply: GEO marketing today is how you prepare for agentic commerce tomorrow.

The GEO Playbook: How Creators Fuel AI-Driven Discovery (and Agentic Commerce)

To win in GEO marketing, brands must build authentic content ecosystems across platforms that AI engines are most likely to learn from:

1. TikTok: Short-Form, Problem-Solution Content

• AI parses TikTok transcripts for Q&A-style answers.

• Example: A skincare creator posts “3 best moisturizers for sensitive skin” — mentioning your brand. Later, an AI agent may recommend your product when asked to “buy me a sensitive-skin moisturizer.”

2. LinkedIn: Expert-Led Narratives

• Professional authority signals matter for AI recommendations.

• Example: A SaaS thought leader posts, “Top 5 tools streamlining customer support” — tagging your product. AI agents recommending “best customer support tools” will weigh that.

3. Substack: Long-Form Depth

• Substack newsletters act like mini-blogs that AIs scrape for expertise.

• Example: A nutritionist writes “Gut health 101” — referencing your probiotic brand. Later, AI agents recommend it in “best probiotics” queries.

4. YouTube: Evergreen Educational Transcripts

• YouTube transcripts are a goldmine for AI ingestion.

• Example: A creator uploads “Budgeting hacks for skincare junkies” and mentions a fintech app for shopping. AI agents surface it when asked to “buy me the best skincare and wellness budgeting tool.”

5. Reddit: Community Validation

• A consumer posts in r/Fitness: “Has anyone tried BrandX hydration drink?”

• The discussion validates your brand. Later, AI agents may not just suggest it — they may autonomously purchase it for users.

Driving AI-Driven Discovery and Preparing for Agentic Commerce

To implement The GEO Playbook, brands should:

1. Map Discovery Questions

   • Identify the questions consumers ask in your category on Reddit, TikTok, and YouTube.

2. Activate Authentic Creators

   • Partner with micro-creators who can weave your product into natural, answer-style content.

3. Structure Content for AI Ingestion

   • Encourage creators to phrase content as direct answers (“Best for X,” “Top 3 solutions for Y”).

4. Measure GEO Impact

   • Prompt ChatGPT, Gemini, and Perplexity regularly to see if your brand surfaces.

   • This visibility today translates to inclusion in tomorrow’s agentic commerce decisions.

Why Brands Can’t Ignore GEO Marketing

Just as SEO once separated winners from losers on Google, GEO marketing will separate the brands discovered — and purchased — in the generative age.

• AI-driven discovery ensures your brand shows up when consumers ask questions.

• Agentic commerce ensures your brand gets purchased when AI agents make decisions for consumers.

The real question for marketers is no longer just “Will I rank on Google?” but:

👉 “When AI agents shop for my customers, will my brand be in their carts?”

That’s the promise of The GEO Playbook.

Ready to drive GEO marketing? Email hello@solsoane.com