Reddit has signalled a shift from its established model as a platform for discussion and sharing external links toward hosting its own content such as images and video directly in a bid to retain a greater share of its readers.
Such a move will align Reddit more overtly with the likes of YouTube, Facebook and Twitter in the increasingly competitive social media sphere to which Reddit can claim 200m monthly users.
Outlining his rationale to the BBC Reddit chief executive Steve Huffman told the BBC: "Every time we send a user away there's a chance we won't get them back. We have a lot of communities on Reddit that produce original content. Basically prioritising the content producers will be a direction of ours for the next little while.
"It just makes the process so much more streamlined.”
A key driver in Reddit’s bid to innovate is monetisation with increased traffic having the associated benefit of increased advert impressions which will be accentuated by new tools for advertisers to better engage with specific users.