Steve Huffman’s Mod World vision points Reddit toward deeper communities, and gives brands a stronger reason to build subreddits of their own.

Reddit’s explosion in popularity came with a lot of conversation around ads, growth, and investor concerns, but as I highlighted in my previous article, there’s been a continued shift back toward what the role of Reddit is going forward. Not towards search or AI, but for the communities, the Redditors who make up those communities, and how to grow without losing the core of what Reddit is.

During Mod World on Oct. 24, Reddit’s CEO Steve Huffman hosted a pseudo AMA to answer moderator questions and spent a good amount of time expanding on the vision he’s been hinting at all year, and I have to say it sounded pretty exciting.

I’ve been listening to what Steve has had to say about Reddit for 20 years. Regardless of how you view his decisions and direction, he’s always been very clear about his views on the direction of Reddit.

Here are the things I think you, as marketers, CMOs, CEOs, etc., should really pay attention to.

In my Q1 earnings analysis, I focused on the attention Reddit was giving to the platform itself: helping people participate, improving its own search, and turning occasional visits into a habit. The opportunity for marketers depended on how well Reddit could support that participation.

By the Q2 report , the destination argument was clearer. Reddit wanted people to come back directly for the conversations and communities they found valuable.

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