Reddit is taking a page from TikTok's playbook with a new feature that transforms its most popular text posts into watchable — and listenable — video content. CEO Steve Huffman revealed the company is already building the experience, which mimics the viral format of Reddit stories paired with gameplay footage that's dominated TikTok feeds for months. Testing could begin before the year ends, marking Reddit's latest push to compete in the short-form video space that's reshaped how millions consume social content.
Reddit is chasing the format that's already making its content go viral — just on someone else's platform. The company is building a new video experience that transforms text posts into multimedia content users can watch or simply listen to, borrowing directly from the TikTok phenomenon that's turned Reddit stories into entertainment gold.
CEO Steve Huffman confirmed the feature is in active development during recent company discussions, telling TechCrunch that testing could roll out later this year. It's a direct response to the explosion of Reddit-reading videos on TikTok, where creators narrate popular posts over Minecraft parkour runs, Subway Surfers gameplay, or satisfying slime videos — racking up millions of views in the process.
The irony isn't lost on anyone. For years, Reddit's most engaging stories have been fuel for content creators on other platforms. Search "Reddit stories" on TikTok and you'll find thousands of accounts dedicated entirely to reading r/AmITheAsshole posts or r/relationships drama over hypnotic background footage. These videos have become their own genre, complete with text-to-speech narration and carefully timed cuts. Now Reddit wants that attention — and the ad revenue — back on its own turf.
The new feature would let users consume Reddit's viral posts without reading at all. Whether you're commuting, cooking, or just doom-scrolling, the video format turns text-heavy subreddit threads into passive entertainment. It's the kind of lean-back experience that's made TikTok addictive and kept users glued to their screens for hours.
But this isn't Reddit's first dance with video. The platform launched its own video player years ago, which users have consistently criticized for being clunky and unreliable. The company also tested a TikTok-like feed in 2022, though it never gained significant traction. This time feels different — Reddit is explicitly copying a format that's already proven successful using its own content.
The timing makes sense from a business perspective too. Reddit went public earlier this year and needs to show investors it can evolve beyond its text-based roots. Video content typically commands higher ad rates than static posts, and a successful video feature could significantly boost the company's revenue per user. Wall Street loves engagement metrics, and video keeps people on platforms longer than anything else.
There's risk here though. Reddit's community is notoriously protective of the platform's culture. Any change that feels too commercial or Instagram-like typically faces fierce backlash. The challenge for Huffman and his team will be packaging this TikTok-inspired feature in a way that feels authentically Reddit — not like a desperate grab for Gen Z attention.
The creator economy angle is interesting too. Right now, TikTok creators monetize Reddit's content while Reddit itself sees nothing. If this feature takes off, Reddit could potentially share revenue with the original post authors or power users whose stories go viral. That would align with the company's recent push to reward contributors and build a more sustainable creator ecosystem.
Competitors are watching closely. Meta already transformed Instagram with Reels, YouTube launched Shorts, and even Snapchat has Spotlight. Every platform is fighting for the same pool of short-form video attention. Reddit's advantage is its endless library of compelling, community-generated stories — content that's already proving it can captivate audiences when repackaged as video.
The audio-only option is a smart touch. It positions the feature as competition not just for TikTok but for podcasts and audio platforms too. Users could listen to Reddit threads like audiobooks during their commute, opening up entirely new usage patterns for the 15-year-old platform.
As testing approaches, the big question is execution. Will Reddit's version feel native to its ecosystem, or will it come across as another corporate platform chasing trends? The company has the raw material — millions of compelling posts every day. Now it needs to prove it can package that content as compellingly as the TikTok creators who've been doing it for free.
Reddit's move to build its own video feature for viral posts is less innovation and more reclamation. The company is finally monetizing a format that's been making its content successful everywhere except on Reddit itself. If Huffman and team can nail the execution and keep the community onboard, this could unlock a significant new revenue stream while making Reddit stickier for a generation raised on TikTok. But if it feels forced or breaks the platform's culture, it'll join the long list of social media features that looked good in boardrooms but flopped with actual users. Testing later this year will tell us which path Reddit's headed down.
