- Reddit announced it is developing a new video experience that will allow users to watch videos and listen to posts in the background, inspired by the popularity of TikTok videos featuring narrated Reddit stories.
- CEO Steve Huffman highlighted that many viral Reddit stories are already shared as text-to-speech videos on TikTok, and Reddit aims to create an engaging, distinct format for this content within its app.
- The feature is expected to be available for testing later this year, as Reddit and other platforms adopt TikTok-like video feeds to boost user engagement.
- Testing could begin before the year ends, marking Reddit's latest push to compete in the short-form video space that's reshaped how millions consume social content.
- Reddit's community is notoriously protective of the platform's culture, and any change that feels too commercial or Instagram-like typically faces fierce backlash.
- Video content typically commands higher ad rates than static posts, and a successful video feature could significantly boost the company's revenue per user.
- Reddit is taking a cue from TikTok to bring viral stories to life through video, transforming text posts into multimedia content users can watch or listen to.
- CEO Steve Huffman confirmed the feature is in active development during recent company discussions, telling that testing could roll out later this year.
Reddit is set to test a new video feature that allows users to watch and listen to viral posts, mimicking the TikTok format. CEO Steve Huffman stated that this initiative is a response to the growing trend of narrated Reddit stories on TikTok, where users have created a significant audience for such content.128910
The feature aims to transform text posts into multimedia experiences, enabling users to consume Reddit threads like audiobooks during commutes. Huffman noted, “There is an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content.” This aligns with the platform's goal to enhance user engagement and compete in the short-form video space.
Testing is anticipated to begin later this year, following Reddit's recent success with video comments, which now account for over 10% of its video posts. The company is also exploring potential revenue-sharing models for original post authors, addressing the current situation where TikTok creators monetize Reddit content without the platform benefiting.456
Huffman emphasized the need for a distinct format that resonates with Reddit's community, which is known for being protective of its culture. Any changes perceived as overly commercial may face backlash. As Reddit ventures into this new territory, it aims to balance innovation with community sentiment.
The move comes as other social platforms, including Facebook, are also experimenting with TikTok-like video feeds, indicating a broader trend in social media.
“The move comes as TikTok hosts 19.6 million posts tagged #reddit and 9.9 million tagged #redditstories, mostly text-to-speech narrations of popular threads over gameplay footage. CEO Steve Huffman said testing could roll out later this year, after video comments grew to account for over 10% of video posts.”
Pluang
TechCrunch
