Reddit tests audio and video versions of text posts to boost engagement

MUMBAI: Reddit is giving the written word a voice and maybe even a face. The platform is testing a new way to consume selected text-based discussions by turning them into audio and video formats, as it explores whether narrated versions of its conversations can pull users deeper into the platform.

The limited experiment, reported by TechCrunch, covers selected communities and will allow participating users to either read an original post or play an audio or video version where available. Reddit said the test is designed to understand which formats users prefer and whether the experience could eventually be expanded across the platform.

The important bit is that Reddit is not pressing delete on text. The original post, comments and existing interaction features will remain available, meaning users can still dive into the full discussion rather than simply consuming its narrated version.

The experiment comes after Reddit CEO Steve Huffman highlighted the popularity of narrated Reddit stories on other platforms during the company’s second-quarter earnings call in July. Reddit discussions are regularly repackaged on TikTok and Meta’s Reels, where text posts are transformed into narrated videos using text-to-speech tools or creator voiceovers, often accompanied by on-screen text or even unrelated gaming footage.

Rather than watching its conversations travel elsewhere, Reddit now appears keen to see whether users will consume them in a similar way at home.

The audio format could be particularly useful when screens are inconvenient, with Reddit pointing to situations such as exercising, walking or carrying out routine tasks. The initial test is limited to selected English-language posts, with the web version coming first before the feature reaches iOS and Android.

For Reddit, the experiment is another attempt to loosen its long-standing text-first identity. The platform introduced native video hosting several years ago and subsequently tested a short-form video feed inspired by TikTok.

It has also been pushing video deeper into conversations. Reddit recently introduced video in comments, which the company said now accounts for more than 10 per cent of video posts on the platform.

The latest test suggests Reddit is not necessarily trying to become another TikTok or YouTube. Instead, it is experimenting with ways to package the content it already has millions of conversations, opinions and stories for audiences who may prefer to listen or watch rather than scroll through paragraphs.

If the experiment works, Reddit’s next big engagement play may be less about creating more content and more about giving the same conversation a new way to speak.