Reddit plans to launch enhanced search experience in 2025

This move could reduce reliance on Google searches and open new ad opportunities

Highlights:

• Reddit CEO Steve Huffman confirmed plans for an enhanced search experience launching in 2025.
• The upgrade will integrate Reddit Answers, an AI-powered tool that curates and summarizes discussion threads.
• The change comes after Google’s search algorithm updates affected Reddit’s traffic.

Reddit is working on a major upgrade to its search experience. CEO Steve Huffman confirmed the plans during Reddit’s Q4 2024 earnings call, stating that the company will introduce a more advanced search system in 2025.

How Reddit answers will upgrade search

Reddit’s search function returns a list of threads related to a user’s query. It will integrate Reddit Answers into its search. In December 2024, Reddit introduced ‘Reddit Answers’ for users to ask questions using an AI-powered conversational interface. Reddit Answers allows users to receive curated summaries of the most relevant discussions from the platform.

Instead of displaying long lists of threads, Reddit Answers will use AI to summarize the responses from multiple discussions. This means users can get direct answers to complex or subjective questions without scrolling through multiple conversations.

Currently, many people rely on Google by adding “Reddit” to their search queries to find relevant discussions but Reddit faces recent challenges with Google’s search ranking adjustments. Google’s algorithm changes have affected Reddit’s search rankings and external traffic though Huffman stated that the change did not impact revenue but with the new AI-powered search, users will be able to start their research directly on Reddit.

“[In Reddit] conversations, for 20 years, our users have left this absolutely massive corpus of information, so we’re starting to unlock that with Answers,” Huffman said during the earnings call. “We’ll continue to iterate on this product.”

To support this initiative, Reddit CFO Drew Vollero said the company is recruiting engineers to form a dedicated search team focused on building and improving these capabilities.

Monetization and advertising potential

The search upgrade is expected to boost Reddit’s ad opportunities. Huffman suggested that integrating search into Reddit’s onboarding process could drive engagement and retention and increase its revenue.

“It’s amazing for us to pick up on that signal … and of course, that signal [has] incredible monetization potential,” Huffman said.

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