Reddit is taking a cue from TikTok to deliver viral tales to life by means of video. On Thursday’s second-quarter earnings call, the corporate mentioned it’s been engaged on a brand new “video Reddit” expertise that may not solely permit customers to look at movies from the platform, but in addition hearken to posts within the background.
CEO Steve Huffman informed traders that the corporate already sees individuals consuming the sort of content material on different platforms.
He’s proper — on TikTok, for example, there are 19.6 million posts labeled with the hashtag #reddit and one other 9.9 million labeled #redditstories. Many of those function a text-to-speech narration of a viral story revealed on Reddit paired with an unrelated video, like gameplay footage or cooking content material.
“There’s an rising content material sort elsewhere on the web of, mainly, podcasts the place individuals learn Reddit content material,” Huffman defined on the decision. “I believe this model of, like, listened-to or spoken Reddit might be actually partaking, as effectively,” he mentioned. “So that may be virtually a unique format totally.”
It’s not clear how most of these Reddit movies will probably be integrated into Reddit’s predominant app, however Huffman teased that the corporate could have one thing out there for testing “later this 12 months.”
The information comes as mainstream social and leisure apps experiment with including TikTok-like video feeds to their merchandise.
Final week, Fb announced plans to start testing later this 12 months a reimagined expertise that may put a subset of customers right into a full-screen video as quickly as they open the app. Streaming apps like Netflix, Disney+, Peacock, and HBO Max have additionally added TikTok-like quick video feeds in current months. Amazon presents a brief video feed for buying inspiration. There’s even a short video feed on LinkedIn, of all locations.
It’s the TikTok-ification of the online at scale.
As well as, the corporate touted the early success of video in feedback, which launched in June. Reddit mentioned the brand new function already accounts for greater than 10% of its video posts.
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