Le réseau social américain Reddit débarque en France et s’allie au Figaro

Le réseau social américain Reddit débarque en France et s’allie au Figaro

The Figaro commits to daily sharing a selection of articles on the Reddit platform. Credit: Reddit/Le Figaro

EXCLUSIVE: Starting August 10, a news content aggregator in French will be added to the mobile version of the social network.

Reddit, the self-proclaimed “first web page” is a web giant. This American social network born in 2005 allows its users to meet and exchange within thematic communities. The platform is particularly known for its forums on cryptocurrencies, news or photos of cute animals. Its atypical performance has allowed it to climb the short list of popular social networks that are long-standing. The platform now has 54 million daily active users worldwide. Half of this traffic comes from the United States.

The company, which is preparing to go public, wants to expand further outside of North America. It goes to the Old Continent, more particularly to France. “Europe is a priority in the international expansion of Reddit. With a highly engaged user base in France, we continue to build a more meaningful and localized experience for French users.” says a company spokesman. Several reasons explain this choice. One of them is the prominence that the site experienced in France during the “Reddit Place” or “Pixel War”, in April 2022. A collaborative event that prompted communities from various countries to confront each other. A call to support France was broadcast by various personalities on social media. Even former presidential candidate Éric Zemmour had joined the game.

Reddit is still a dwarf in France compared to other social networks. According to Médiamétrie, the site and app attracted just 2.6 million unique visitors in France in June. By comparison, Twitter has 16 million, Instagram 35 million, and Snapchat 26 million.

localized content

To seduce the French market, Reddit has chosen to launch a specific feature for France. Starting August 10, a new tab will be gradually offered to users. Called “news,” the new feed is a French press content aggregator, an equivalent of Facebook News or Google News. France is the first country to benefit from localized content. Other users in the world only have access to a US article feed. This novelty will initially be reserved for iPhone users, the Android version will only be available at the end of the year.

If you choose press articles as your angle of attack, it is because 70% of your users connect to be informed.

“Le Figaro” now produces content that is consumed directly within these communities, such as TikTok, Instagram or Snapchat.

Bertrand Gié, deputy director of the “Figaro” News division

For this launch, the social network sought partners within the French press. joins the Figaro, which is committed to sharing a selection of articles on the platform on a daily basis. In a second step, specific content will also be offered, such as “Ask me anything”, interviews with members of the newsroom. “We are delighted to be able to work with Reddit, commented Bertrand Gié, deputy director of the News section of Le Figaro. This cooperation has its roots in our new social media policy. We no longer see them solely as sources of traffic. The Figaro now it produces content that is consumed directly within these communities, such as TikTok, Instagram or Snapchat.This novelty should allow you to send a new audience to lefigaro.fr.

Content from other media will also appear in this tab, but will not be selected by the newsrooms themselves. According to our information, Reddit recently formed a team to curate this content. During the testing phases, they published articles from information sites such as international mail, The obs, the world or public service media. The company declines to list criteria for highlighting certain sites or content more than others.

However, a thorny issue remains to be resolved: neighboring rights. The social network believes that it does not fall under this law, “Reddit’s functionality is fundamentally different from products covered by related rights law”. The French press is not of this opinion and hopes to take its share of the cake.

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