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Deepening connections and tightening communities for Reddit
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With Reddit chat, redditors really feel like they’re talking to another human being, even though they don’t know who that person is.
Reddit offers a network of thousands of communities for hundreds of millions of people around the world to join and connect with eachother, depending on their interests. Whether they’re into news, sports, TV shows, animals, technology, or any of countless other topics, redditors can engage in authentic conversation about these interests by posting, voting, and commenting within their communities. To deepen the conversation and increase user engagement, Reddit offers a real-time chat experience with Reddit chat. Reflecting other messaging solutions that users are already in the habit of using everyday, Reddit chat was launched to complement Reddit’s already-popular community posting and commenting format.
A need for chat functionality
Reddit is a community-centric network by its very nature. So the “frontpage of the internet” company was looking for chat functionality that could strengthen its communities—specifically, by connecting its users in real time. While they’re following international headlines, watching TV shows, or following the latest gaming news, they could talk about what’s going on with however many other users they wanted. And it would feature a modern look and feel that its then-outdated private messaging system wasn’t.
To pursue the experience, Reddit opted to use a chat API vs. build it in-house. “We were seeking the fastest way to test our ideas,” said Reddit Lead Product Manager Jason Lee. “Knowing how important it was to get the user experience right for large, community-based chat rooms, we wanted to use our time to focus on that, rather than on building the nuts and bolts of the chat messaging technology itself.”
To achieve these objectives, the team chose Sendbird to provide their backend chat API.
With Reddit chat, redditors really feel like they’re talking to another human being, even though they don’t know who that person is.
A more-human digitized solution
Reddit partnered with Sendbird to roll out the intuitive real-time messaging solution. Powering millions of concurrent connections for Reddit users across the globe, the solution enables basic chat and modern messenger experiences with various features—for general groups of up to 1,000 members, in-community Subreddit groups, and private spaces.
Creating a safe environment for hundreds of millions of users
Whether it’s in a community of two or 2 million, engagement happens and connections develop when everyone feels safe and comfortable. From spam to downright-hostile messages, unwanted activity from inactive moderation that doesn’t keep the conversation healthy can cause even the most successful communities to lose their vigor. This problem becomes all the more challenging at Reddit’s scale. Any third-party chat API needed to be absolutely world-class to fit Reddit’s needs.
Reddit chat connects people in a personal way that brings the platform to life, inspiring them to frequently return for rewarding discussion among acquaintances and friends. As they grow more and more familiar with each other, they feel like they belong with a sense of purpose. “Whether they’re talking about serious things or the latest distraction,” comments Reddit Senior Engineering Manager Prashant Singh, “it seems like it’s helping people find greater connectedness.”
Results
Across its service suite, Paytm supports more than 333 million users, and in partnering with Sendbird, has sent over 1 billion messages to date. This scale is supported by the Sendbird Platform API, which has given Paytm the building blocks necessary to create many of its rich features and interfaces used today. Madan states, “when you think about Paytm, we’re pretty wide… We have all of these apps, and because of these platform APIs, I can build walled gardens that I can deploy into each of these apps. So the work I do once is reusable by every business unit inside Paytm. So Sendbird’s platform is a massive help.”
Within the Paytm main app, users have access to a messages section that Madan refers to as a “chat powered payments and engagement platform… and represents a change in how users look at transaction history.” Here, Paytm has invested in what it calls an “identities-first approach” where users can simply tap on a contact’s profile and instantly see a clear view of who they are, conversations discussed, what payments were made, when they occurred, and for what purpose. These actions link deeply within Paytm’s money transfer suite and allow for a convenient and rich experience for end-users, entirely contained within the company’s ecosystem.
In a survey of Paytm customers, over 85% of the user base was satisfied with both the new functionality and speed of chat within the application.
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