Reddit video and audio: the new frontier of content marketing

What changed on Reddit in August 2026

On August 17, 2026, TechCrunch has reported Reddit has kicked off tests for a brand new way to consume content. The platform is trying out video and audio versions of the most popular posts. Basically, users will be able to watch or listen to Reddit stories instead of having to read them.

This move makes total sense. After all, audio and video consumption has been growing steadily over the past few years. Reddit is catching up with a habit already popular on other platforms. However, what makes this update cool isn't just the format: it's the kind of stuff Reddit hosts.

Reddit is a platform built around niche communities, deep discussions, and genuine opinions. Therefore, turning this content into video or audio means bringing an accessible format to a knowledge base that, until now, was mostly text-based.

The TikTok model applied to a different ecosystem

The comparison with TikTok is inevitable. Both platforms focus on short, mobile-friendly content, with an algorithm that favors engagement. However, the structural differences are significant.

TikTok is a video-first entertainment app built around solo creators. Reddit, on the other hand, is all about communities where content comes from group chats. So, video and audio on Reddit aren't made by one single creator: they're remixes of existing threads, posts, and chats.

This completely changes the nature of the format. Plus, it also changes what it means for people who do advertising and content marketing. Content on Reddit has a different perceived credibility compared to stuff from an influencer on TikTok. By definition, it's user-generated and rooted in a real community.

To explore the topic of how social formats are evolving, it's worth checking out Pew Research Center data on social media use , documenting the growth of video consumption even among demographics traditionally focused on text.

Immediate impact for Italian brands and advertisers

For marketing managers of Italian SMEs and mid-market companies, this new development deserves attention for at least three concrete reasons.

• Increased dwell time: video and audio formats tend to keep users on the platform longer. Consequently, the value of ad space on Reddit could increase in the short term.
• New ad surfaces: the introduction of video content paves the way for pre-roll or mid-roll video advertising formats, similar to those already available on YouTube and TikTok.
• High-intent communities: Reddit hosts vertical communities on very specific sectors — technology, finance, health, automotive, gaming. Therefore, interest-based targeting can be very precise.

We at SHM Studio we closely track the evolution of emerging platforms as part of our services for Digital marketing . Specifically, we view Reddit as a complementary channel, not a replacement, compared to Linkedin and Google Ads .

The audio format: the less obvious opportunity

Between the two new features—video and audio—the audio one is probably the least talked about, but not the least interesting. The podcast and audio content market has grown significantly. However, most Italian brands still don't have a structured audio strategy.

An audio format applied to Reddit threads could become a very effective content discovery tool. In fact, it makes it possible to enjoy complex content — technical discussions, in-depth reviews, product comparisons — in situations where reading isn't an option, like when you're on the go.

For brands working in fields where trust and technical know-how are super important, this format could really boost organic visibility. Plus, it might open up fresh native advertising opportunities in a space that is still pretty uncrowded.

Audio content is gaining ground in B2B too, where text and video have traditionally dominated. This trend aligns perfectly with the evolution Reddit is testing.

What the numbers don't say yet

It is best to keep a realistic view. Reddit is still testing this out: we do not know when the format will roll out worldwide, or how monetization will work. So, any immediate action plans would be jumping the gun.

However, some structural observations are already possible. Reddit has about 100 million daily active users globally, with an Italian base that is still small but growing. Furthermore, the platform went public in 2024 and needs to prove ad revenue growth to its investors. As a result, pushing faster toward more monetizable formats is a predictable path.

For marketing managers handling budgets across multiple channels, the question isn't "Reddit yes or no right now." The question is: "Are we building the know-how to be ready when the channel matures?" This distinction matters for 12-18 month strategic planning.

How to integrate Reddit into a content marketing strategy

Even before the video and audio format is fully available, there are concrete actions marketing teams can start taking. Below are some operational guidelines.

• Mapping relevant communities: identify active subreddits in your industry and monitor the most discussed topics. This work also fuels the strategy of SEO and of Copywriting , since Reddit is a primary source for natural user language.
• Community listening: Reddit is an underrated social listening tool. Authentic discussions reveal pain points, objections, and expectations that rarely emerge from structured surveys.
• Organic presence testing: some Reddit communities welcome contributions from brands, as long as the informational value is real. A transparent editorial approach can build reputation over time.
• Preparing for video formats: if the brand already has active video production — for digital campaigns or for the website — it's helpful to consider how to adapt that content into a short, standalone format that fits Reddit's vibe.

Outlook: Reddit in the paid social landscape by 2027

Looking ahead to the next 12-18 months, it's safe to expect Reddit to finish rolling out video and audio formats and tie them into its ad packages. Along the same lines, the platform will probably roll out sharper targeting tools that match up with Meta and Google standards.

For Italian companies, this means a chance to mix up their media strategy. Actually, relying on just a few channels — usually Google Ads and Meta — leaves budgets vulnerable to shifting costs and crowded spaces. Reddit, with its super-engaged user base, could give you a competitive cost per acquisition in certain niches.

The team at AI and digital innovation of SHM Studio is already looking into how artificial intelligence could be used by Reddit to automatically generate audio and video versions of the most popular threads. This idea matches the direction many platforms are taking. Following these developments, we will update our operational guidelines on SHM Studio blog .

For a personalized evaluation of your media mix, the SHM Studio team is available through the page contacts .