After enabling users to upload video replies in comments earlier this year, Reddit continues to push more content into video format, now using artificial intelligence to generate short audio and video overviews of text threads.
The rollout, which is currently limited to select English-language content, gives users the option to read the original responses or play an AI-generated version of the written conversation.
Reddit is one of the latest social media platforms to give users more ways to engage with content, as video continues to influence how people discover and engage with brands and products online.
What Reddit Is Currently Testing
Reddit’s latest video experiment is using AI to reshape existing conversations, rather than building content from scratch.
Eligible conversations can be opened in an AI-generated audio or video format through the browser or app, giving users another way to engage with Reddit content beyond the full text discussion.
The experience includes:
- Read or play: Users can read the original conversation or choose an AI-generated version
- Audio narration and on-screen text: Reddit is testing AI-generated voices with highlighted text to see how users respond to audio and video versions of conversations
- Access to the original conversation: The full text remains available, rather than replacing the underlying discussion
- Limited availability: Early testing is limited to select English-language posts
This latest test gives Reddit another way to extend conversations using AI technology instead of requiring users to create new content themselves.
Why Reddit Continues to Lean Into Video
The latest announcement follows Reddit’s second-quarter earnings call, where CEO Steve Huffman discussed the company’s desire to shift from primarily written content to video.
Huffman noted that creators are already repackaging Reddit posts as videos on other platforms, so this shift marks an effort to capture engagement directly on Reddit.
While traditionally a human-first, text-based community forum, Reddit is shifting toward AI-assisted audio and video content. These formats allow users to follow conversations without reading through long posts, so they can stay connected while multitasking.
Together, these changes give users new ways to engage with conversations happening on the platform while presenting opportunities to reach audiences across different channels.
Build Content That Keeps Pace With a Dynamic Digital Landscape
Reddit isn’t alone in rethinking how audiences engage with content across social media and digital platforms. As content delivery continues to evolve, brands need marketing strategies that recognize changing user behavior, emerging trends, and the fast-changing role of AI in discovery.
Avenue Z’s Content & Creative team works with brands to create content that builds authority wherever audiences engage, in whatever format they choose.
Partner with Avenue Z to create content that keeps your brand part of the conversation whether audiences read, watch, or listen.
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