Reddit posts are going to get the chance to live beyond Reddit itself, thanks to new embedding capabilities.
If you’re an online writer or publisher, that means you can start including live Reddit content in your stories. If you’re a reader, that means you might start to see more Reddit posts on other sites, the same way you can see embedded tweets and YouTube videos.
After all, Reddit’s head of journalism and media Mark Luckie pointed out that news stories come out of the site all the time — for example when notable figures participate in an Ask me Anything session. And yes, TechCrunch certainly isn’t above turning a controversial AMA into a story.
The difference now is that journalists won’t have to rely on links and screenshots — if they’re summarizing a noteworthy AMA, they can just drop the actual posts with the best quotes into their stories. (You might still want to save a screenshot, just in case the poster wants to revise a controversial statement, but Luckie said that’s not very common.)
He also suggested that this could be a way for publishers to include commentary and reactions directly in their articles, rather than just relegating them to a comment thread below.
“The great thing about Reddit content is that it’s usually longer, it’s more insightful, more in-depth than you’ll see on other social platforms,” Luckie said. “You’re going to get a more robust conversation.”
If readers see a post that they want to respond to, they can click on a link in the embed and jump straight into the conversation. Luckie suggested that when Redditors see their comments embedded on other sites, they might share those stories on Reddit itself.
Plus, from a Reddit perspective, these embeds might create new opportunities for advertising and monetization.
While the company plans to make every post on the site embeddable anywhere on the web, it’s also working with a number of initial publisher partners — including AOL, which owns TechCrunch. (We’re working to bring the embeds to TechCrunch, but we’re still figuring out some of the technical kinks. in the meantime, you can see some examples here.)
“We’re thrilled to have partnered with amazing content providers, including: AOL, TIME Inc, and Advance Local,” said Reddit’s director of business development Alexandra Riccomini in an emailed statement. “We see the embeds as entrée to a series of publisher tools we’re hoping to roll out, in coordination with publishers.”