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. Currently downloaded apps will stop functioning 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.
“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,” Reddit said in a blog post. “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 it’s 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.
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.
Reddit says video content is soaring on Reddit, as it has seen nearly 70% growth in overall hours watched. It notes that there has been a 30% increase in daily active video viewers growth. The app has also seen a 50% increase in quarter-over-quarter short video viewership, which it describes as less than than 2 seconds, in its new video player.
It’s worth noting that Reddit first launched its native video platform in 2017, which allows users to upload MP4 and MOV files to the site. Then, in August 2019, it launched RPAN (Reddit Public Access Network), which lets people livestream to selected subreddits.
Now that Reddit has completed its Dubsmash integration, it’s no surprise that it’s looking to garner more users with the launch of its new video creation tools as it aims to continue to compete with TikTok. However, apps like TikTok and Snapchat go beyond simple video creation, as they also leverage sounds and music on their platforms. It’s unknown if Reddit will take its video ambitions further by following suit in the future.