Reddit has long had the reputation of being the “front page of the internet,” a vast array of niche communities where users, affectionately referred to as “Redditors,” discuss everything from sourdough baking to current pop culture. However, CEO Steve Huffman has identified two distinct user personas: Scrollers and Seekers. 

Scrollers interact with Reddit’s traditional community-driven content, whereas Seekers are specific and intent in their arrival on the platform–often arriving via Google searches tacking on “Reddit” to their query. With that knowledge, Reddit has launched Reddit Answers, an AI chatbot deployed to deliver direct summarized responses from existing conversation threads.

Early data suggests this strategy is working. The 1 million weekly active users that Reddit Answers obtained since its beta launch in December 2023 prompted the company to release it further to Australia, the U.K, Canada, and India. This paper deals with Reddit’s strategic pivoting toward AI-driven search, the implications for user engagement, and how the company intends to work itself out of dependence on external search engines like Google.

The Two Faces of Reddit: Scrollers vs. Seekers

1. Scrollers: The Heart of Reddit’s Community

At the core of Reddit, scrollers bring life to discussions by exploring subreddits, engaging in conversations, and shaping content through votes. Thriving on group activities, they seek out gaming tips in r/gaming or swap life stories in r/relationships.

What draws them in is Reddit’s authentic and unfiltered exchanges. Unlike the curated feel of Instagram or TikTok, organic user interactions dictate the platform’s flow. With votes and moderation shaping nearly every discovery, Reddit fosters a sense of personal exploration.

2. Seekers: The Google-Driven Users

Seekers, on the other hand, treat Reddit as a Q&A goldmine. They often bypass Reddit’s homepage entirely, landing directly on threads via Google searches. Common search patterns include:

• “Best budget laptops Reddit”
• “How to fix a leaky faucet Reddit”
• “Is [product] worth it Reddit”

These users aren’t looking for endless scrolling—they want quick, reliable answers from real people. Recognizing this, Reddit developed Reddit Answers to streamline the process.

Reddit Answers: AI-Powered Search for the Modern User

How It Works

Reddit Answers leverages AI summarization to parse through millions of discussions and extract concise responses. For example:

• User Query: “What’s the best VPN for privacy in 2024?”
• Reddit Answers Response: A summarized version of top recommendations from r/VPN and r/privacy, citing user experiences and expert opinions.

Currently in beta, the feature exists as a standalone tab in Reddit’s navigation bar. However, Huffman has outlined plans for deeper integration:

Primary Search Box Enhancement

• Instead of keyword-based searches, users will be able to type full questions (e.g., “How do I remove a stripped screw?”) and receive AI-curated answers.

Onboarding New Users

• First-time visitors could use Answers to discover Reddit’s depth without navigating complex subreddits.

External Search Optimization

• By surfacing summarized answers in Google searches, Reddit can retain Seekers who might otherwise bounce after reading a single thread.

Early Success & Expansion

• 1M+ weekly active users within months of beta launch.
• Expansion into five major English-speaking markets (U.S., U.K., Canada, Australia, India).
• Plans to integrate multilingual support as adoption grows.

The Google Problem: Reddit’s Search Dependency

Despite its efforts to build an internal search ecosystem, Reddit remains heavily reliant on Google traffic. In Q4 2023, a Google algorithm update caused unexpected user growth volatility, spooking investors despite strong earnings.

Reddit’s Counter-Strategy

Reddit Answers as a Search Alternative

• By providing instant answers, Reddit reduces the need for users to leave the platform.

Strengthening Direct Traffic

• Improved app features (e.g., notifications, personalized feeds) aim to convert Seekers into daily Scrollers.

API Monetization & AI Partnerships

• Reddit’s $60M/year deal with Google for AI training data underscores its value as a conversational data hub.

Huffman acknowledges that Google’s search changes will remain a challenge, but believes Reddit Answers can help stabilize traffic fluctuations.

Financial Performance & Future Outlook

Reddit’s Q1 2024 earnings report highlights strong growth:

• Revenue: $392.4M (+61% YoY)
• Adjusted EBITDA: $115.3M
• Daily Active Users (DAU): 108.1M (+31% YoY)

Projections for Q2 2024

• Revenue: 410M–430M
• Adjusted EBITDA: 110M–130M

The company’s stock surged 12% in after-hours trading following the earnings beat, signaling investor confidence in its AI and search strategies.

Conclusion: A New Era for Reddit?

Reddit’s shift toward AI-powered search marks a pivotal moment in its evolution. By catering to Seekers—a demographic traditionally served by Google—Reddit is positioning itself as both a community hub and a knowledge engine.

Key Takeaways:

• Reddit Answers is gaining traction (1M+ weekly users).
• The platform is reducing reliance on Google by improving internal search.
• Strong financials suggest sustainable growth, even amid search volatility.

As AI reshapes how users discover information, Reddit’s dual focus on community and instant answers could make it indispensable for both Scrollers and Seekers alike.

Final Thought

“Reddit isn’t just a social network—it’s the internet’s largest focus group. With AI, it’s now also becoming its most efficient librarian.“