GoKawiilI’ve recently developed a daily habit—perhaps one I should cut back on—of visiting several subreddits to keep up on things like audio production and the Russian invasion of Ukraine. But I was surprised this weekend to suddenly find myself cut off; Reddit simply would not let me visit the site on my mobile phone.
Instead, a new overlay popped up, saying, “Get the app to keep using Reddit.”
There was no way to skip, bypass, or close the overlay. It did not provide any instructions or alternatives for continuing to use the mobile web version. What it did offer was a large button I could press to get the app. If I did so, the overlay told me, I would be able to “search better” and “personalize your feed”—two things I don’t care to do.
Credit: Nate Anderson Reddit’s new overlay test in action. Reddit’s new overlay test in action. Credit: Nate Anderson
The block seemed curious, given that Reddit began as a website, and websites generally want traffic. Few are in the practice of turning traffic away.
But some services, including X and Instagram, aggressively push users towards apps—or at least toward being logged in to them.
I reached out to the company to ask what was going on. According to a spokesperson, “We recently started running a test for a small subset of frequent logged-out mobile users that prompts them to download the app after visiting the site. These users are already familiar with Reddit and we’ve seen that the experience is much better for them in the app. The app offers a more personalized experience and users can more easily find communities that match their interests.”