Why Reddit wants to turn text posts into podcasts and short videos

Reddit is exploring a new method for users to interact with the platform by transforming text posts into podcasts and brief videos. This innovative initiative is part of a limited trial in which certain posts are converted into videos that utilize AI-generated voices to read the original posts and comments, providing users with a fresh way to engage with content for extended periods.

In July, Reddit's CEO Steve Huffman announced the company's intention to introduce AI-narrated voice and video content during its second-quarter earnings call, citing the increasing use of social platforms such as Meta's Reels, YouTube, and TikTok to narrate Reddit posts through text-to-speech over background content. By converting Reddit content into audio or video, the platform aims to capture the attention of users who might otherwise engage with this material on other platforms.

However, Reddit has not abandoned text-only posts, which will still be available for users who prefer the traditional format. This approach allows users to choose between listening to or watching the content, depending on their preferences and circumstances. Reddit describes this new experience as an innovative way to engage with the platform's conversations.

Similar to other major social platforms, Reddit is experimenting with short-form video content to discover and consume content. With over 500 million weekly active users and 130 million+ daily active users, Reddit is a primary source of information for many people, including news. The platform's unique approach differs from other social media platforms that ask users to create new videos; instead, Reddit repurposes the existing text and discussions generated by its communities into new formats.

This transformation can be observed in the broader media landscape, where publishers are adapting their content to address declining traffic and develop growth strategies in the era of Google AI Search. Reddit has partnerships with OpenAI and Google, allowing both companies to use its extensive content library to train and improve their AI models.

However, as Google shifts away from traditional search and focuses on AI-powered summaries, Reddit may face challenges in maintaining its referral traffic. Currently, the experiment will concentrate on English-language posts and be accessible through the Reddit apps for iOS and Android. The success of Reddit's transformation of its vast archive of community-generated conversations into new formats remains to be seen, as the platform continues to explore ways to maintain high user engagement.