Reddit pivots to TikTok-style video feeds

Huffman described the upcoming feature as a reimagined way to engage with the platform, potentially functioning as a spoken-word podcast format. By building a native video feed, the company aims to reclaim the viral storytelling traffic currently migrating to competing apps. The platform plans to begin testing these video capabilities later this year, though the specific integration into the main application remains under internal review.

This move aligns with a broader industry trend toward short-form, vertical video feeds. From LinkedIn to Amazon and Facebook, platforms are aggressively adopting TikTok-style interfaces to retain user attention. Reddit is already seeing traction with its own video tools; the video-in-comments feature, which debuted in June, currently accounts for over 10% of all video posts on the site.