Forget YouTubers, brands will soon be able to count on Redditors to post sponsored content on their behalf.
The self-titled 'front page of the internet' revealed via a comment on the site that advertisers will soon be able to sponsor posts submitted by users, as long as the individual behind the update gives their consent.
Reddit administrator Starfishjenga announced the news yesterday (26 July) saying: "In conversations with many advertisers, we often hear that Redditors have already rallied around brands and products they genuinely like, and advertisers want to know how they can be part of that. But at the same time, we want to ensure that our communities remain free and user-controlled.
"The solution, which we’re excited to share, is a new type of advertisement that we’re calling Promoted User Posts. This will essentially let an advertiser identify an organic post that they find especially relevant to their brand or product, and promote that in the Sponsored unit you guys are already used to," they added.
Promoted User Posts will ask users for permission before running their content as ads, if they don't reply or refuse then the company won't be allowed to sponsor the post. However, if a user accepts they'll be rewarded with a lifetime subscription to Reddit Gold, the community's premium account service.
Gold membership also lets users opt out of seeing ads on the site. Right now, brands can creative native advertising in the form of posts containing a 'promoted' tag, but having the appraisals come directly from users themselves will give advertisers a fresh tier of authenticity with potential consumers.
Reddit has said it is building an internal team to oversee the new feature, which will be responsible for flagging potential content opportunities and reaching out to users who have posted updates that could be suitable for advertisers to capitalise on.
At the same time, Reddit has announced that it won't be continuing its experimentation with affiliate links to focus its energies on advertising, which it said it "more congruent" with its long-term strategy.