Archive — US — techcrunch
Reddit begins testing a new audio and video experience, similar to popularTikTok videos
Reddit is testing a new audio and video experience that allows users to engage with posts while multitasking. The company aims to capture viral content similar to TikTok, enabling users to listen to and watch Reddit posts through select communities. This trial follows an earlier announcement by CEO Steve Huffman about the rising popularity of narrated Reddit content on other platforms.
Key points
- Reddit is testing a 'video Reddit' experience by integrating audio and video content.
- The test will only include select English-language posts accessible via Reddit's iOS and Android apps.
- The aim is to keep users engaged with content while they multitask, similar to formats seen on TikTok and Meta's Reels.
- CEO Steve Huffman noted the trend of podcasts reading Reddit content and sees potential for engagement through audio.
- The new features will not replace text-based posts, which will still be available for users.
Why it matters
- This development reflects the growing trend of audio and video content across social media platforms, aligning with user preferences for multitasking.
- As of 2025, immersive and engaging content formats like short videos and audio are expected to dominate, as evidenced by TikTok's success.
- Reddit's previous attempts at video integration showed a gradual shift in user engagement metrics, highlighting the importance of evolving content delivery.
Reddit's venture into audio and video formats signifies a strategic shift to enhance user engagement and align with contemporary content consumption trends, potentially reshaping its content landscape.