According to TechCrunch, Reddit has quietly added a TikTok-like video feed to its iOS app. Tapping on a new button located directly to the right of the Search bar in the app will now bring up a stream of videos in a TikTok-like interface.
Users can upvote or downvote, comment on, gift an award to, or share videos they see in their personalized feed. Like TikTok, users can swipe up on the feed to see another video, and the feed will source content from Reddit communities (subreddits, as they’re referred to on the platform) the user is subscribed to, as well as related ones.
Videos in the feed will include the Redditors who posted the video, and the subreddits they were posted to. The feature started rolling out in July, and Reddit says it has now made its way to almost all iOS users.
Originally a discussion-based forum, Reddit has gradually evolved into a full-fledged social media platform that currently hits 50 million active visitors daily and plays host to over 100,000 active communities.
Reddit first showed an interest in video content when it launched its own native video player in 2017, and followed it up with the Reddit Public Access Network (RPAN) video live-streaming feature in 2019. Reddit appears to have its sights set on TikTok-like short-form video content next, much like Instagram, Snapchat, YouTube, and others.
The move makes sense for the platform, considering its December 2020 acquisition of Dubsmash — a TikTok competitor that had also garnered interest from Facebook and Snapchat.
“Reddit’s mission is to bring community and belonging to everyone in the world, and subsequently, Reddit’s video team’s mission is to bring community through video,” a Reddit spokesperson told TechCrunch about the new feature.
“Over the course of the last year, our goal was to build a unified video player, and re-envision the player interface to match what users (new and old) expect when it comes to an in-app video player — especially commenting, viewing, engaging and discovering new content and communities through video,” they added.
Reddit has so far chosen to withhold a timeline on when the feature will start rolling out to other devices.