Reddit is planning a major upgrade to its search experience in 2025, aiming to make it easier for users to find relevant discussions and answers to complex questions. CEO Steve Huffman announced that the company will integrate Reddit Answers, a feature that curates responses from across the platform, into its search system.
This move is expected to enhance search results by surfacing valuable insights from Reddit’s extensive discussions over the past two decades. Huffman emphasized that Reddit has a vast collection of user-generated content, and this new approach will help unlock that knowledge more effectively.
Reddit CFO Drew Vollero revealed that the company is building a dedicated search team to develop these capabilities further. This expansion aligns with Reddit’s broader AI-driven growth strategy. Last year, the platform introduced AI-powered translations, expanded its insights tools for brands, and began testing AI-enhanced search result pages. These changes aim to improve user engagement and make Reddit a more accessible and valuable resource.
Despite these innovations, Reddit’s financial performance in the last quarter fell short of investor expectations. The platform reported 101.7 million daily active unique users, marking a 39% increase from the previous year but missing analysts’ estimates of 103.1 million. The company attributed some of this shortfall to changes in Google’s search algorithm, which affected its traffic.
Huffman also hinted at integrating search into Reddit’s onboarding process to drive user retention and revenue. By making Reddit a primary destination for search queries, the company hopes to improve user experience and unlock new monetization opportunities.
He emphasized that improving Reddit’s search capabilities would help users refine their queries, find relevant discussions faster, and encourage more direct engagement with the platform. As Reddit continues to explore AI-powered solutions, its focus remains on leveraging its vast content archives to deliver more meaningful and valuable search results.
