The news: Reddit is upgrading its search capabilities. The website added the ability to search for comments in July, but now users across platforms will be able to search within posts, helping speed up the process of finding specific answers or key words.
At long last: Reddit has been boasting its highly engaged communities and niche fandoms as it looks to court advertisers and prepare for an IPO. But a long-neglected part of its appeal is its power as a search engine.
Our take: A lackluster search function means Reddit is ceding ground to Google, and an upgrade is in order. A better search function means Reddit can finally become the defacto way to search itself, keeping users on the platform—and exposed to the ads Reddit is trying so hard to convince advertisers to buy.