Reddit is shutting down Dubsmash and integrating video tools into its own app

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reddit is To close Dubsmash, its short-form TikTok-like video platform, on February 22, 2022. The company says that after February, Dubsmash will no longer be available for download in the Apple App Store or Google Play Store. Currently downloaded apps will stop working on the same date.

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company dubsmasho acquired In December 2020 and 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 is ramping up 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 the goal of empowering Reddit’s creators to express themselves in an original way that is important to our communities. are authentic,” Reddit said in one blog post, “The combination of forces has been a perfect match. Reddit is where passionate communities come together for timely, interactive and authentic exchanges about the topics they care about, and video is increasingly at the core of how people want to join.”


As part of the integration, Reddit has announced that it is introducing new video creation tools. New camera features include the ability to change the recording speed and the option to set a timer. Users can now 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 of adding VoiceOver or adjusting the volume directly on the edit screen.

image credit: reddit

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In August, Reddit rolled out a video feed feature for iOS users that shows a stream of videos in a TikTok-like configuration. When a video is submitted, users can upvote or downvote, comment, gift a prize, or share it. Similar to TikTok, users can swipe up to view another video, viewing content from subreddits the user has subscribed to, as well as related videos. The launch of the new video feed coincided with Instagram’s Reel feature and Snapchat’s Spotlight tool gaining traction, as the social media platform looked to compete with TikTok.

Reddit says that video content on Reddit is on the rise, as it has seen a nearly 70% increase in total hours watched. It notes that there has been a 30% increase in daily active video viewership growth. The app has seen a 50% increase in short video viewership quarter-on-quarter in its new video player, which it describes as being less than 2 seconds.

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 on selected subreddits.

Now that Reddit has completed its Dubsmash integration, it’s no surprise that it’s looking to attract more users with the launch of its new video creation tool as it aims to continue to compete with TikTok. . However, apps like TikTok and Snapchat go beyond simple video creation, as they also take advantage of the sounds and music on their platforms. It’s unknown whether Reddit will take its video ambitions further by following suit in the future.

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