You're about to see a whole lot more of Reddit thanks to embeddable threads

Reddit has announced that it is now possible to embed its discussion threads on other websites. Just as you can embed tweets on your site, the same can now be done with Reddit content. While Reddit has successfully earned its reputation of being the modern-day Digg, the site has not been without controversy.

Its AMA (Ask Me Anything) sessions may prove immensely popular, but it has been plagued with problems with racist content and complaints about censorship. However, Reddit has suffered with image problems of a different kind, often viewed as being niche, geeky and exclusive. Enabling embedding is an attempt to bring the site to a wider audience and change its public perception.

Until now, when sites have made reference to Reddit -- AMAs with celebrities and high-profile players in the tech industry are often ripe for quoting -- screenshots have been the way to illustrate a story. Although this does the job, it is unsatisfactory. The ability to embed threads is not only a much neater, more elegant solution, but it also helps to create a richer experience for readers.

Speaking to TechCrunch, Reddit's head of journalism and media, Mark Luckie said:

The great thing about Reddit content is that it's usually longer, it's more insightful, more in-depth than you'll see on other social platforms. You're going to get a more robust conversation.

Readers will be able to click on embedded content to jump right to that thread and comment on anything that provokes a reaction within them. Reddit is also partnering with AOL, TIME Inc, and Advance Local with a view to creating a "series of publisher tools".