Reddit CEO Wants More User Reviews

Reddit CEO Steve Huffman has revealed that the platform is looking to increase the visibility of evergreen content, including product reviews, recommendations and advice, as it continues improving its search and feed features.

During Reddit’s Q2 earnings call, the company discussed plans to make search more engaging while exploring new advertising opportunities within search results. The move highlights Reddit’s ambition to become a stronger destination for finding useful information, competing more directly with search engines and content platforms.

Reddit Focuses on Recommendations and Reviews

When asked about improvements to Reddit’s search experience, Huffman explained that the platform has seen continued growth in both the number of users searching and the number of searches being carried out through its app.

He said Reddit is increasingly becoming a valuable source for queries where users want opinions, multiple viewpoints or recommendations, such as deciding what products to buy, films to watch or services to try.

According to Huffman, Reddit has reached a point where many users are finding that the platform provides some of the most useful answers available online because of the range of discussions and personal experiences shared by its communities.

Reddit Search Could Become More Commercial

Reddit’s plans to introduce more advertising opportunities within search depend heavily on improving the overall search experience.

Chief Operating Officer Jen Wong explained that Reddit sees two key opportunities. The first is enhancing search results with richer content, including product images and additional media elements. The second involves introducing shopping-related advertising modules that allow users to discover products from different retailers and brands.

The company has already tested these features in areas such as consumer electronics and plans to expand them further. Wong said improved search engagement could create opportunities for product-focused advertising, particularly where users are actively looking for recommendations.

Reddit Wants More Evergreen Content in Feeds

Beyond search improvements, Reddit is also working on ways to surface older, valuable content that remains relevant over time.

Huffman explained that Reddit currently has limitations within its recommendation systems, meaning much of its feed focuses on newer posts rather than older discussions that could still provide value.

He highlighted examples such as parenting advice, book reviews and film discussions, which can remain useful for years but are not currently being shown widely through recommendations.

Reddit believes there is significant room for improvement by expanding its models, improving content selection and using stronger signals from user behaviour. The company expects these changes to help users discover more relevant discussions beyond the latest posts.

Potential Impact on Content Publishers

Reddit’s push towards promoting evergreen content could change how users discover information online. While platforms such as Google Discover and YouTube often prioritise newer content, Reddit has an opportunity to make older discussions, reviews and recommendations more prominent.

For publishers that rely on evergreen content such as reviews, guides and advice articles, increased visibility of Reddit discussions could create more competition for user attention.

However, Reddit’s improvements are still in development, with Huffman suggesting that major changes to recommendation systems will take time as the company continues upgrading its technology.

As Reddit expands its search capabilities and advertising options, the platform could become an increasingly important source for reviews, recommendations and product research.