Reddit Launches Trial of Innovative Audio and Video Features Inspired by TikTok Trends

Reddit has announced plans to enhance its platform by introducing a new “video Reddit” feature. This initiative will allow users to engage with popular Reddit posts through audio and video while multitasking. Starting Monday, Reddit will pilot a version of this feature within select communities to determine which formats resonate most with its audience.

During the company’s earnings call in July, CEO Steve Huffman highlighted the growing trend of consuming Reddit content on various platforms, indicating that users are interested in this kind of experience.

Huffman specifically pointed out the prevalence of Reddit stories being narrated on platforms like TikTok and Meta’s Reels. Many of these videos feature text-to-speech narrations or are read by creators alongside supporting visuals that range from gaming clips to cooking demonstrations.

Huffman noted, “A new type of content is emerging online, akin to podcasts where Reddit material is read aloud.” He believes offering Reddit in a spoken format could be captivating for users.

Reddit has stated that the initial testing phase is designed to explore how these new formats can enhance user engagement while remaining true to the platform’s identity. Users will have the choice to either “read” or “play” a post, depending on the options available.

For this trial, the focus will be exclusively on English-language posts and will be made accessible via Reddit’s mobile apps for iOS and Android.

Importantly, the new formats will not replace existing text posts. Reddit emphasizes that users will still have access to the original text and comments, allowing for interaction as usual. The goal is to provide options for users who might prefer to listen while engaging in other activities, or to enjoy multimedia formats that bring written discussions to life.

This is not the first foray into video for Reddit; the platform has tried various video-hosting features and TikTok-like feeds in the past. Recently, Reddit introduced video support in comments, which now constitutes over 10% of video posts made on the site.