For over a decade, Bucky, known as “BuckRowdy” on Reddit, has been instrumental in nurturing and guiding numerous communities on the popular internet message board. As a moderator for approximately 80 topic-based forums, Bucky is one of many who play a vital role in the growth and maintenance of Reddit, a prominent platform for online discussions.
However, two weeks ago, Bucky and other moderators rebelled against Reddit. The company had recently implemented changes that substantially increased fees for independent developers utilizing its data to build apps. While Reddit’s CEO, Steve Huffman, justified the move as a means to improve the company’s finances prior to an anticipated IPO, it had the unfortunate consequence of rendering certain third-party developers’ apps economically unviable. In protest, Bucky and fellow moderators shut down hundreds of forums, rendering Reddit virtually unusable for its millions of daily visitors, and even causing the site to temporarily go offline.
According to Bucky, this situation is disheartening. Being a Reddit moderator already comes with its challenges, including dealing with user abuse. Bucky questions the fairness of the situation, asking, “I take all this abuse for you, and keep your website clean and this is how you repay us?”
In recent years, Reddit has made efforts to mature as a social media business, adding executives and enhancing its advertising capabilities. The San Francisco-based company, with a valuation of over $10 billion, has raised more than $1.3 billion and is often discussed as a potential IPO candidate.
Similar to other social media platforms, such as Twitter and Facebook, Reddit has faced backlash when implementing changes or imposing restrictions. However, the recent uprising on Reddit stands out due to the unprecedented power wielded by the site’s community. Similarweb estimates that the day after moderators shuttered numerous forums, users spent 16 percent less time on the site. Reddit’s community-led nature gives regular users inherent influence over the platform.
In an interview, Huffman acknowledged his aim to improve Reddit for both new and existing users, as well as to build a sustainable business. He expressed regret at the surprise experienced by developers due to the pricing changes, and admitted a need for more upfront communication. Huffman attributed the general anxiety surrounding Reddit’s changes to the natural process of maturation, emphasizing a shared love and fear of losing the platform.
Although Reddit, co-founded by Huffman and Alexis Ohanian in 2005, initially adopted an anti-establishment stance towards the internet and its ad-driven economy, it has since moved toward monetization. Reddit has had several CEOs, including former venture capitalist Ellen Pao, before Huffman returned in 2015. Huffman gradually recognized the potential for Reddit to generate revenue through advertising, contrary to his previous views. He supported rule changes aimed at mitigating toxic content, and in 2021, confidentially filed paperwork for an IPO. However, the plans were put on hold due to market conditions.
In April, Huffman announced plans to restrict access to Reddit’s API, intending to charge large companies like Google, Microsoft, and Facebook for data access. The API is the primary channel for external parties to utilize Reddit’s data for various purposes. However, Huffman’s communication regarding pricing changes was lacking, and developers received the substantially higher pricing plans in May. This led to the closure of popular apps like Apollo, leaving many Redditors upset.
The fallout from these changes resulted in moderators restricting access to numerous popular Reddit communities, resorting to provocative measures like posting explicit content to force the labeling of forums as “18+,” thus discouraging advertisers. Other protests included subreddits allowing only pictures of John Oliver or even Reddit replacing moderators who did not abide by the platform’s rules. Huffman defended his decisions, emphasizing the costly support provided to apps like Apollo, which offer no financial return to Reddit.
Bucky describes the recent protests as an accumulation of frustrations over time, stating, “Any time we see this kind of blowup, there’s a simmering rage underneath the surface that comes back up.” While subreddits are gradually returning online, resistance to the changes persists. Bucky is involved in the “Save3rdPartyApps” subreddit, which organizes protests permitted under Reddit’s rules.
Huffman acknowledged that Reddit is now further from an IPO than last year but remains committed to building the business. He also plans to continue engaging with upset top moderators, recognizing the uniqueness of Reddit and its community. Huffman concludes, “For better or for worse, this is a very uniquely Reddit moment… This could only happen on Reddit.”
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