Discussions cover a broad spectrum of topics covering everything from Plato’s The Apology of Socrates to how to put in hair extensions. The hierarchy of each is determined through a community voting system. Its homepage, which has changed very little since it first launched in 2005, is a list of blue phrases that link out to articles, images, videos, and conversation threads posted by users. If you’ve never been on Reddit before, it looks like a site from a bygone era when message boards and chat forums were the way people met on the web. And if users smell even the faintest whiff of inauthenticity, they will call it out, as they did when it appeared Nissan loaded softball questions into a conversation with its CEO. Former employees and others who have either personal or ideological contentions with a brand might speak directly on the brand’s posts. User commentary on sponsored posts don’t shy from the issues. But these are often down voted by users, lowering their overall placement. Its first ad offering, released in 2009, put sponsored links in the Reddit feed. (Not surprisingly, the announcement unleashed a torrent of comments by hardcore redditors.) Last week, the site introduced profile pages, a repository for a user’s threads and commentary that aims to make Reddit more social, not unlike Facebook or Twitter. This latest push for ads comes as Reddit is also trying to appeal to more users. The revamp is aimed at making Reddit, now more than 10 years old and boasting 12 billion monthly views, a real revenue generator. Today, in its latest bid at evolution, the site is launching a new interface for its self-service ad platform. But despite years of trying to impress advertisers without alienating the community-one known for its fierce resistance to change-as well as to monetize the site through paid subscriptions and merchandise, Reddit has largely come up empty. The pizzagate debacle represents one of the biggest challenges for CEO Huffman and cofounder and executive chairman Alexis Ohanian in their attempt to make the site profitable and sustainable in the long term. I’ve defended their right to be on our platform many times.
“The irony,” the CEO told Recode in December, “is they’re on my platform. Later he called the move a prank, and apologized. In turn, Huffman heightened fears of censorship when he admitted to editing some of those comments. When CEO Steve Huffman eventually banned r/pizzagate from the site in an effort to prevent online witch hunts, users unleashed a spate of negative comments about the exec on the pro-Trump subreddit r/The_Donald. But much of the theory’s fleshing out happened on the social news aggregation site Reddit through a group of pseudonymous Donald Trump supporters on one of the many subreddits where conspiracy theories and far worse things sometimes flourish.
It’s not clear who gave birth to “pizzagate,” which cropped up shortly after WikiLeaks released John Podesta’s hacked emails.
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