Reddit tests audio and video modes to reclaim '#redditstories' traffic

Reddit is testing a new feature that allows users to consume popular text posts and comments as short-form videos or audio clips. The experiment is currently rolling out to a limited sample of posts across select English-language communities on the iOS and Android apps.

Under the new system, eligible posts feature a toggle that lets users switch between "read" and "play" modes. While the "play" mode converts the content into a narrated experience, the original text remains unchanged for those who prefer traditional reading. According to TechCrunch, the shift toward video is already showing momentum, with video comments now accounting for more than 10% of video posts on the platform.

The battle for '#redditstories'

This move is a direct response to the viral success of the "#redditstories" trend on platforms like TikTok and YouTube Shorts. In these third-party videos, creators use text-to-speech tools to narrate Reddit threads over unrelated background footage, often garnering millions of views without the traffic ever reaching Reddit's own ecosystem.

Reddit is not new to the video space, having launched native video hosting in 2017 and previously experimenting with a TikTok-style "Watch" feed. However, this latest iteration focuses specifically on the conversion of text-based discussions into spoken content, acknowledging a shift in how users consume social media data.

Recapturing the 'lurker'

By bringing narrated content in-house, Reddit aims to recapture the traffic currently flowing to external social platforms. The strategy is designed to increase engagement from "lurkers"—users who consume content without posting—who may prefer background listening or short-form video over reading long walls of text.

CEO Steve Huffman highlighted the external trend as a primary driver for the experiment. "There's an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content," Huffman told Engadget, adding that he believes a "listened-to or spoken-Reddit" could be highly engaging for the user base.

What to watch

As the test continues in select English-language markets, the company will likely monitor whether this format increases time-spent-on-site or if it alienates users who value the platform's text-centric identity. It remains to be seen if the feature will expand to non-English communities or if Reddit will introduce more advanced creator tools to allow users to produce these videos natively within the app.