Reddit is aiming to evolve beyond a social platform into a full-scale search engine, capitalizing on growing user frustration with traditional web search results.

In recent years, internet users have increasingly appended “Reddit” to their Google queries to find authentic, user-generated content amid a flood of low-quality AI content and search-engine-optimized spam. Reddit now hopes to capture that search traffic directly.

“Reddit is one of the few platforms positioned to become a true search destination,” said CEO Steve Huffman during the company’s second-quarter earnings call on Thursday. “We offer something special — a breadth of conversations and knowledge you can’t find anywhere else.”

The company says over 70 million people use Reddit’s native search each week, and its AI-powered Q&A feature, Reddit Answers, has attracted 6 million users. Currently available in a dozen countries, the tool is set to expand globally and take a more prominent position within Reddit’s user interface.

According to Huffman, the company plans to merge Reddit Answers with its core search function, redesigning the app so that the search bar appears immediately when users open it. “Whether you’re a new user or a returning one, that search box will be present immediately,” he said.

The move positions Reddit to compete with AI-driven search products such as OpenAI’s ChatGPT, Perplexity, and Google’s experimental AI Overviews.

Reddit’s push into search follows a strong second quarter. The company reported a 78% year-over-year revenue increase, reaching $500 million. It also launched two new advertising tools, allowing brands to track trends and leverage real-time user discussions in campaigns.

As Reddit deepens its search ambitions, it’s betting that authentic user insights will help it stand out in an AI-saturated digital landscape.