In a move to revamp the way users consume content, Reddit has announced the beginning of a new audio and video experience, closely resembling the popular TikTok-style videos.

Source: techcrunch.com

Background and Inspiration

The concept of turning Reddit posts into audio and video formats is not new. As a matter of fact, this phenomenon has already gained traction on other social media platforms, such as TikTok and Meta’s Reels. These platforms have successfully featured Reddit content, often narrated through a text-to-speech feature or read aloud by creators. In some cases, the words are displayed on screen as they’re read or accompanied by unrelated footage, such as video gameplay or cooking content.

This trend was first highlighted by Reddit’s CEO, Steve Huffman, during the company’s second-quarter earnings call in July. He pointed out that people were already consuming Reddit content in this manner on other platforms. Huffman emphasized that there is an emerging content type on the internet, often referred to as ‘podcasts,’ where individuals read Reddit content. He believes that a similar version of listened-to or spoken Reddit can be equally engaging.

Reddit’s New Experience: Early Experiments

Reddit recently announced that it would bring viral stories to life through a new ‘video Reddit’ experience. This feature allows users to listen to Reddit posts in the background while engaging in other tasks and activities. As of Monday, Reddit will begin testing an initial version of this experience with both video and audio posts across select communities. The company aims to gauge which type of posts resonate with its users and have the potential to scale.

The initial tests are considered early and limited experiments meant to provide Reddit with a better understanding of how these formats can be useful to users. Moreover, the company wants to determine whether these formats can be done in a way that feels authentic to Reddit. Users will be able to choose whether they want to ‘read’ or ‘play’ a post when available.

The test will initially focus only on select English-language posts. Users can access this feature through Reddit’s iOS and Android apps. It is essential to note that the different formats will not replace the original, text-only post. Instead, the original post and comments can still be viewed and engaged with as before.

Key Features and Availability

Reddit has emphasized that users may sometimes want to listen to Reddit audio while exercising, walking, or running errands. On the other hand, others might prefer to watch written conversations come to life through video and audio combined. The new experience will allow users to decide how they want to engage with the content.

Reddit has experimented with video in the past, introducing native video hosting and various iterations of a TikTok-style video feed. More recently, the company launched support for video in comments, which now accounts for more than 10% of video posts on its platform.

Conclusion and Future Outlook

Reddit’s new audio and video experience marks an exciting development in the world of social media. By embracing this format, the company aims to enhance user engagement and provide a more immersive experience. While the initial tests are limited, it will be fascinating to see how this feature evolves and whether it resonates with Reddit’s user base.