Reddit to Unify Search Interface - A New Search Engine?

Reddit's Ambition to Become a Leading Search Engine

The current search landscape is increasingly populated with AI-generated content and websites employing SEO manipulation tactics. Consequently, many users are now adding “reddit” to their search queries, seeking more authentic and helpful responses.

Google has attempted to incorporate Reddit results directly into its search results pages. Recognizing this user behavior, Reddit itself has been exploring the potential of AI-driven search capabilities.

Expanding Search Capabilities and User Base

However, Reddit’s goals extend beyond mere experimentation. The company aims to establish itself as a primary search destination for internet users.

During the second-quarter conference call on Thursday, Reddit’s CEO, Steve Huffman, articulated this vision. He stated that Reddit possesses a unique advantage, offering a diverse range of conversations and collective knowledge unavailable on other platforms.

Currently, Reddit’s internal search functionality attracts over 70 million users each week. Furthermore, its AI-powered question-and-answer platform, Reddit Answers, is utilized by 6 million individuals.

Global Expansion and Interface Redesign

Reddit Answers is presently accessible in a dozen countries, with plans for a full global rollout underway. The company also intends to increase the visibility of Reddit Answers within the site’s user interface.

The long-term objective is to integrate the core Reddit search function with Reddit Answers, creating a unified search experience.

A key component of this strategy involves a redesign of the Reddit app. The app will feature a more prominent search box, immediately visible to both new and returning users.

Leveraging User-Generated Content

The emergence of chat-based search interfaces, exemplified by platforms like ChatGPT, Perplexity, and Google’s AI mode, is reshaping user expectations. Reddit believes its extensive archive of user posts and comments can provide valuable insights and enhance the utility of its search function.

Positive Financial Performance and New Advertising Tools

Reddit reported a successful second quarter, with revenue increasing by 78% to $500 million compared to the previous year.

The company also introduced two new advertising tools. These tools empower marketers to identify emerging trends and utilize user comments regarding brands in their advertising campaigns.