Reddit is testing a new way to watch — and listen to — its viral posts

Reddit is taking a cue from TikTok to bring viral stories to beingness done video. On Thursday’s second-quarter net call, the institution said it’s been moving connected a caller “video Reddit” acquisition that would not lone let users to ticker videos from the platform, but besides perceive to posts successful the background.

CEO Steve Huffman told investors that the institution already sees radical consuming this benignant of contented connected different platforms.

He’s close — connected TikTok, for instance, determination are 19.6 cardinal posts labeled with the hashtag #reddit and different 9.9 cardinal labeled #redditstories. Many of these diagnostic a text-to-speech narration of a viral communicative published connected Reddit paired with an unrelated video, similar gameplay footage oregon cooking content.

“There is an emerging contented benignant elsewhere connected the net of, basically, podcasts wherever radical work Reddit content,” Huffman explained connected the call. “I deliberation this mentation of, like, listened-to oregon spoken Reddit tin beryllium truly engaging, arsenic well,” helium said. “So that would beryllium astir a antithetic format entirely.”

The quality comes arsenic mainstream societal and amusement apps experimentation with adding TikTok-like video feeds to their products.

Last week, Facebook announced plans to statesman investigating aboriginal this twelvemonth a reimagined acquisition that volition enactment a subset of users into a full-screen video arsenic soon arsenic they unfastened the app. Streaming apps similar  Netflix, Disney+, Peacock, and HBO Max person besides added TikTok-like abbreviated video feeds successful caller months. Amazon offers a abbreviated video provender for buying inspiration. There’s adjacent a short video provender connected LinkedIn, of each places.

It’s the TikTok-ification of the web astatine scale.

It’s not wide however these types of Reddit videos volition beryllium incorporated into Reddit’s main app, but Huffman teased that the institution volition person thing disposable for investigating “later this year.”

In addition, the institution touted the aboriginal occurrence of video successful comments, which launched successful June. Reddit said the caller diagnostic already accounts for much than 10% of its video posts.