Reddit: Adds TikTok-style feature that introduces a separate video feed

Reddit is looking to lean into the broader trend towards video content with the introduction of a new ‘Watch’ feed within the app, it will enable users to swap through a stream of video posts instead of text.

Reddit announced to its platform, a new TikTok-like feature that separates text and video content into individual feeds. Dubbed “Read” and “Watch,” the two split-view feeds will allow users to switch from browsing text-based posts to videos, depending on their mood and which one they prefer. This new feature is currently being tested but most probably it will go fully in the next couple of weeks. As part of the TikTok-like feature test, both “Read” and “Watch” feeds will include posts that users are subscribed to as well as recommendations.

The new Reddit update is an attempt to simplify the discovery experience for Reddit users and let them choose the feed that they actually want to see or read. Pali Bhat, chief product officer of Reddit, in an official statement, stated that:

“By focusing on the core tenets of Reddit, new and existing users coming to Reddit will be greeted by better experiences and options to discover new and interesting content and communities in uncluttered spaces”. Reddit in its official blog post wrote that it also plans to launch updates to its video player to let users “easily engage in conversations while watching.” Other updates to Reddit will come soon, including a reorganized interface to decrease clutter as well as chat upgrades, storefront improvements, and more. The most recent feature to launch was a new search capability, where users can search comments within a post on the desktop on iOS and Android devices.

Reddit, in the last few years, incorporated video features on its platform in many ways in order to give it and try and compete with TikTok. In 2020, the company acquired a short-form TikTok-like video platform, Dubsmash, to integrate its video creation tools into Reddit. In August 2021, Reddit rolled out a TikTok-style video feed on its iOS app. Last year, the company confirmed that it was exploring the idea of bringing more user-generated video content to its online discussion forums as well as a feature that would allow users to react to other videos.

Many companies have similarly added video in their apps, including SoundCloud, Amazon, and Spotify which has been spotted testing vertical video feeds. Additionally, Instagram and YouTube the last two years have also launched TikTok-style features, “Reels” and “Shorts,” respectively.

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