Reddit to Shut Down Dubsmash
Reddit is shutting down Dubsmash, its short-form TikTok-like video platform, on February 22, 2022. The company says after February, Dubsmash will no longer be available for download in the Apple App Store or Google Play Store. Users will not be able to use currently downloaded apps on the same date.
The company acquired Dubsmash in December 2020 and had said it would integrate its video creation tools into Reddit. Following the acquisition, Dubsmash’s leadership team joined Reddit. Now, nearly a year later, Reddit says the Dubsmash team has been accelerating the app’s video offerings and that parts of Reddit will feel familiar to Dubsmash users.
Reddit said in a blog post, “Since joining, the Dubsmash team has been working to integrate their innovative video creation tools into Reddit – with a goal of empowering Reddit’s own creators to express themselves in original ways that are authentic to our communities. Combining forces has been a perfect match. Reddit is where passionate communities come together for timely, interactive and authentic exchanges about topics that matter to them, and video is increasingly core to how people want to connect.”
As part of the integration, Reddit has announced that its rolling out new video creation tools. New camera features include the ability to change recording speeds and the option to set a timer. Users can now also upload videos in landscape, portrait mode and fill, as well as adjust and trim multiple clips.
The company is also adding a new editing screen that includes text Stickers, a drawing tool and filters. And users have the option to add voiceovers or adjust the volume directly on the editing screen. Reddit says video content is soaring on Reddit, as it has seen nearly 70% growth in overall hours watched.
Reddit also noted that there has been a 30% increase in the growth of daily active video viewers. The app has also seen a 50% increase in quarter-over-quarter short video viewership, which it describes as less than 2 seconds, in its new video player.
In August, Reddit rolled out a video feed feature for iOS users, which shows a stream of videos in a TikTok-like configuration. When presented with a video, users can upvote or downvote, comment, gift an award or share it. Similar to TikTok, users can swipe up to see another video, feeding content from subreddits the user is subscribed to, as well as related ones. The launch of the new video feed came as Instagram’s Reels feature and Snapchat’s Spotlight tool were gaining traction, as social media platforms were looking to compete with TikTok.