Reddit Inc. (RDDT) has 500 million people visiting the platform every week globally, and 200 million in the U.S. alone. That sounds like a lot — because it is. But according to CFO Drew Vollero, the company is still in the "early innings" of its growth story, especially when it comes to international users.

In an exclusive interview with MarketDash, Vollero laid out the three things Reddit is focused on to keep those numbers climbing: reach, frequency, and depth of engagement. And so far, the strategy is working. The company reported 17% year-over-year growth in daily active unique users in the first quarter.

"Growing daily active uniques is a big focus for us," Vollero said, pointing to CEO Steve Huffman's goal of making Reddit a part of people's everyday routine. "When we look at how to move that needle, I think it comes down to improving three things: reach, frequency, and depth of engagement."

On the reach front, Reddit is already pretty massive. But Vollero sees room to grow, especially outside the U.S. The company is using machine translation to make the platform accessible in more than 35 languages, and it's making sure content shows up in local search engines. "We are using machine translation to make the platform more accessible to a global audience and searchable by local search engines," he said.

Frequency is about turning those weekly visitors into daily ones. Reddit is working on better notifications and personalization tools to "give them a compelling reason to keep coming back to Reddit," Vollero explained. That includes lowering the barriers to posting in communities and expanding video features — like the recent rollout of video in comments.

Video is also a big part of the depth-of-engagement play. The more time users spend watching, commenting, and interacting, the stickier the platform becomes. "We're focused on lowering barriers to posting in communities and expanding our video capabilities, including our recent rollout of video in comments," Vollero said.

International User Growth on Deck

Reddit has beaten analyst estimates for revenue and earnings per share every quarter since going public in March 2024. A big driver? International growth. In the first quarter, international revenue jumped 76% year-over-year, outpacing the 67% growth in U.S. revenue.

"Since going public two years ago, international has consistently been one of the fastest-growing parts of the business," Vollero said. "We've been encouraged by this growth, and still believe we're in the early innings."

The CFO credited machine translation and better advertiser adoption for the Q1 international revenue boost. Machine translation, he said, is making Reddit "more accessible and relevant to users around the world." The company has also opened local sales offices and works with third-party sellers to expand its ad business. "Reddit is strongest in developed markets more similar to the U.S., like Western Europe, Canada, and Australia," Vollero noted.

So while 500 million weekly users is nothing to sneeze at, Reddit sees a lot more runway ahead — especially if it can get the rest of the world as hooked as the U.S. already is.