Reddit Tests Audio, Video Posts
The platform is experimenting with new formats to make content more interactive and engaging, allowing users to choose between 'read' and 'play' options
Reddit is testing a new audio and video experience, allowing users to listen to or watch posts and comments, in an effort to draw more new users to the platform and keep casual lurkers coming back. The test is part of a broader effort to make Reddit more interactive and engaging.
The new audio and video formats will still link back to the original text posts and comments, which will remain unchanged. This means that users will be able to choose whether they want to 'read' or 'play' a post, when available.
Reddit CEO Steve Huffman previewed the change during the company's earnings call, stating that there's an emerging content type elsewhere on the internet of podcasts where people read Reddit content. This trend has inspired the company to experiment with audio and video versions of posts.
The test will focus only on select English-language posts for the time being, and will be accessible through Reddit's iOS and Android apps. The company has recently added more video features elsewhere in the app, including video comments, which now account for more than 10% of video posts on its platform.
## What it means The introduction of audio and video posts is a significant development for Reddit, which is known for its text-based platform. The company is trying to make its content more engaging and interactive, in a bid to attract new users and retain existing ones. By providing users with the option to choose between 'read' and 'play', Reddit is catering to different preferences and habits.
## Background Reddit first announced its plans for narrated Reddit videos during its second-quarter earnings call in July. The company has been inspired by the popularity of TikTok and Meta's Reels, which often feature popular Reddit stories narrated through a text-to-speech feature or read aloud by creators. By introducing audio and video posts, Reddit is trying to capitalize on this trend and make its platform more appealing to a wider audience.
The test is a limited experiment affecting a sample of posts across select communities on the platform. The company will use the results to determine whether the new formats can be scaled up and made available to all users. If successful, the introduction of audio and video posts could mark a significant shift in Reddit's strategy and help the platform to attract new users and increase engagement.
