Reddit is quietly rolling out a TikTok-like video feed button on iOS

From Instagram’s Reels to Snapchat’s Highlight, most social media platforms are wanting towards the TikTok increase for inspiration. Now, even Reddit, a discussion-based discussion board, is making short-form video extra pronounced on its iOS app.

In response to Reddit, most iOS customers ought to have a button on their app on to the precise of the search bar — when tapped, it would present a stream of movies in a TikTok-like configuration. When introduced with a video, (which reveals the poster who uploaded it and the subreddit it’s from), customers can upvote or downvote, remark, present an award or share it. Like TikTok, customers can swipe as much as see one other video, feeding content material from subreddits the consumer is subscribed to, in addition to associated ones. As an example, in case you’re subscribed to r/printmaking, you would possibly see content material from r/pottery or r/bookbinding.

The consumer interface of the movies isn’t new — Reddit has been experimenting with this format over the last year. However earlier than, this way of watching Reddit movies was solely accessible by tapping on a video whereas scrolling by your feed — reasonably than selling discovery of different communities, the primary a number of movies beneficial could be from the identical subreddit.

Picture Credit: Reddit, screenshots by TechCrunch

“Reddit’s mission is to carry neighborhood and belonging to everybody on the earth, and subsequently, Reddit’s video crew’s mission is to carry neighborhood by video,” a Reddit spokesperson instructed TechCrunch, in regards to the new addition. “Over the course of the final 12 months, our purpose was to construct a unified video participant, and re-envision the participant interface to match what customers (new and outdated) count on in relation to an in-app video participant — particularly commenting, viewing, participating and discovering new content material and communities by video,” they famous.

Reddit doesn’t but have a timeline for when the function will roll out to everybody, however confirmed that this icon first appeared for some customers in late July and has continued to roll out to virtually all iOS customers. However by putting a broader, but nonetheless customized video feed on the house display screen, Reddit is signaling a rising curiosity in brief kind video. In December 2020, Reddit acquired Dubsmash, a Brooklyn-via-Berlin-based TikTok competitor. The phrases of the offers have been undisclosed, however Fb and Snap additionally reportedly showed interest within the platform, which hit 1 billion monthly views in January 2020.

Reddit declined to touch upon whether or not or not its new video participant is utilizing an algorithm to advertise discovery of recent subreddits based mostly on consumer exercise. Nevertheless, a Reddit spokesperson confirmed that the corporate will use Dubsmash’s expertise to develop different options down the street, although not for this specific product, they mentioned.

Reddit first launched its native video platform in 2017, which permits customers to add MP4 and MOV information to the location. Then, in August 2019, it launched RPAN (Reddit Public Entry Community), which lets folks livestream to chose subreddits — the preferred livestreams are promoted throughout the platform. Reddit currently attracts 50 million each day energetic guests and hosts 100,000 energetic subreddits.

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