Reddit's new embed feature means it could appear all over the Internet

Kim Renfro/Tech Insider

This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.

Reddit has rolled out an embed feature that lets users seamlessly share content from its threads across the web, TechCrunch reports. This new feature will allow Reddit content to be easily embedded on other platforms, in a manner similar to how Tweets and YouTube videos are featured on external websites. 

Until now, Reddit was a relatively self-contained platform. Its content could only be highlighted off-platform via screenshots, or with links that redirected users back to Reddit. But making it easier to share content across the web opens a host of new opportunities for both Reddit and various publishers. In particular, the new feature will be beneficial in the following ways: 

• Draws stronger ties between Reddit, publishers, and brands. Reddit collaborated with media outlets – including The Washington Post, AOL, and CNET – to optimize the functionality of this embed feature for news organizations. Publishers will now be able to more easily call upon Reddit content in their reportage. Brands and marketers will also benefit by being able to push their promoted posts on Reddit – and the ensuing thread surrounding that content – across the web. 
• Improves awareness and curiosity about Reddit. The embed feature will enable Reddit content to diffuse across the web, creating more visibility for the company. Appearing on credible news sources, or alongside noteworthy news stories, will also improve Reddit’s brand image. Enabling users to click through the embed to go directly to Reddit also drives additional traffic to the site. One of the platform’s strengths is its ability to play host to robust and in-depth discussions among highly engaged commenters.
• Drive revenue from views that occur off-platform. In addition to driving more traffic to the site, Reddit will be able to pitch its off-platform views to marketers. For instance, Twitter currently counts visitors who see Twitter content anywhere on the internet as off-Twitter monthly active users (MAUs). A brand could publish native content on Reddit and then see that content viewed off-platform through this new embed feature. Reddit currently sees 234 million unique viewers, and 8 billion monthly page views, according to the company. 

Every subscriber to the BI Intelligence "Digital Media Briefing" newsletter received this story first thing in the morning, along with other insightful and informative content. To learn more and subscribe, please click here.