Reddit Plans To Test Logged-In Experience Amid Shrinking Search Traffic

Reddit is planning to test a primarily logged-in experience for its users outside the US, according to Search Engine Watch. This move comes as the company faces declining search referrals, which may put pressure on its audience growth. The decline in search referrals accelerated in the third quarter, with a significant drop in search traffic in October.

The decline in search referrals has affected both logged-out visitors and web traffic, as well as logged-in and app activity. However, Reddit's logged-in and app audiences have continued to grow, accounting for more than 80% of monetization and most engagement. The company is pushing to make repeat visits a daily habit, which is driving its efforts to increase logged-in browsing.

CEO Steve Huffman outlined the planned change, stating that Reddit still needs to decide where to draw the line in terms of how far visitors can browse without an account. The company has not announced a universal login deadline, and users arriving from search or a shared link will still be able to see the linked post. Huffman emphasized that the change would not require users to provide their real-world identity.

Reddit has rebuilt its app's incognito mode, which allows users to browse and search without affecting their logged-in account. This mode is read-only, and users can also opt out of personalization while logged in. The company's separate For You and Following feeds already give users a choice between recommendations and communities they joined, and the planned login tests will address access to Reddit itself.

The tests are scheduled to take place in selected markets outside the US in the fourth quarter, and the results will shape the wider rollout. If the decline in search referrals continues at the same rate, Reddit's daily active audience could fall by a low-double-digit percentage in the fourth quarter. However, this is a conditional warning, and the company is taking steps to mitigate the impact.

Reddit's efforts to increase logged-in browsing are driven by the fact that logged-in and app audiences are more engaged and account for most of the company's monetization. By making repeat visits a daily habit, Reddit aims to reduce its reliance on search referrals and create a more stable and engaged user base. The company's plans to test a primarily logged-in experience are a key part of this strategy.

The outcome of the tests will be closely watched, as they will determine the wider rollout of the logged-in experience. Reddit's ability to balance the needs of its users with its own business goals will be crucial in determining the success of this strategy. As the company navigates the challenges of declining search referrals, it will need to find ways to engage its users and create a more sustainable business model.