Reddit Wants to Be a Search Engine: How the Platform is Reinventing Search

Reddit is no longer just a community-driven discussion hub—it’s positioning itself as a go-to search engine. CEO Steve Huffman recently revealed that the platform is doubling down on search improvements to keep users engaged and reduce reliance on Google. With millions of people already appending “Reddit” to Google searches to find authentic, human-driven insights, the company now aims to bring that experience directly to its own platform.

Reddit’s Big Push to Become a Search Engine

Reddit currently serves over 416 million weekly users, and its search feature already attracts 70 million unique users weekly. To expand its reach, Reddit is enhancing its native search engine and rolling out Reddit Answers, an AI-powered search tool launched in December 2024. This feature has already grown from 1 million to 6 million weekly users in just two quarters, proving that users are eager for accurate, community-based answers without leaving the app.

AI-Powered Reddit Answers and Global Expansion

Reddit’s strategy revolves around making search a central feature of the platform. Huffman confirmed that Reddit Answers will be integrated more deeply into core search and expanded globally, providing users with AI-enhanced results informed by real community discussions. This move reflects Reddit’s long-term vision of reducing dependency on external search traffic—especially as Google increasingly answers queries with AI instead of directing users to websites.

Why Reddit’s Search Strategy Matters for the Future

As the internet evolves, Reddit is betting big on AI and community-driven content. Its shift toward search is not only a hedge against potential traffic loss from Google but also a step toward becoming a primary destination for authentic human advice. With 20 years of community data and a growing suite of AI features, Reddit could soon redefine how users search for answers online.