Reddit now allows users to post videos directly in comments. The company announced the feature on Thursday, calling it "a more expressive and authentic way to contribute to conversations." You can record a new short video reply or upload an existing video directly within certain subreddits.

A Reddit representative didn't immediately respond to a request for comment.

"We are continually evolving Reddit to deliver a more immersive and authentic human experience," Maria Angelidou-Smith, Reddit's chief product officer, said in a statement. "The ability to reply with video gives users more creative ways to engage in communities they love."

This is what video commenting looks like on Reddit. 

Reddit

Reddit highlighted several ways you can leverage video comments, such as sharing recipe walkthroughs and makeup tutorials. And, in a nod to the World Cup, the company suggested users could even "demonstrate your fancy soccer footwork in response to a sports thread."

A video icon will appear in the comment box for communities that support video comments. Videos don't autoplay. And they won't appear immediately after uploading, as they'll be reviewed by Reddit's safety systems to ensure they comply with the site's terms of service.