As defined by Reddit:

“Beginning at the moment, customers in enabled subreddits will be capable to search GIPHY’s moderated library of GIFs, and insert them immediately right into a touch upon Reddit (together with any textual content). This performance can be out there as an opt-in characteristic on all pre-existing SFW and non-quarantined subreddits – so moderators could have the flexibility to determine if it is proper for his or her communities. For all newly created subreddits, the characteristic will routinely be out there, with the flexibility for moderators to opt-out.”

That may present extra artistic posting choices inside put up chats, and will result in all new meme traits and behaviors throughout the platform.

Although the method will not be totally new. Over the previous yr, GIFs in Reddit feedback have been out there to chose customers through a characteristic known as ‘Powerups’.
Powerups are enabled for customers who pay a month-to-month price to grow to be a ‘patron’ of a selected subreddit. When enabled, you may then use your allotted Powerups for numerous extra functionalities inside that group, together with importing video in HD and including inline GIFs in feedback.

Reddit additionally launched GIFs in chats final Could.

Which, Reddit says, has been a preferred and beneficial addition, resulting in this new replace that may see much more animated clips invading remark streams.

Which might be good, however then once more…

I imply, Reddit has the information, it is aware of that this has been in style so far, and that it’s helped to enhance engagement. However it will likely be a giant change for Redditors to cope with, which may result in some backlash for the app.

It’s additionally fascinating that Reddit is partnering with GIPHY for this integration, the corporate which will or could not belong to Meta.

Meta introduced that it was buying GIPHY again in 2020, however that buy has been challenged within the UK on antitrust grounds, which has delayed a merger into Meta’s instruments.

For the reason that announcement, GIPHY has additionally introduced an integration with TikTok, and it’s fascinating to see the platform partnering with Meta’s rivals, which, you’ll assume, in all probability wouldn’t occur if Zuck and Co. had been in cost.

Or possibly it will. Perhaps the added publicity potential is very beneficial for the app, and even when Meta had been in full management, it will nonetheless be in search of out such partnerships.

Both method, it’s an fascinating new experiment for Reddit, which may have a big effect on in-app engagement.