The Reddit social network is shutting down its TikTok-like platform, Dubsmash, only a year after purchasing it for an unknown price to enhance its video production capabilities.
According to Reddit, the standalone Dubsmash app will no longer be available for download after February 22, as it adds additional camera and editing options to its video tools. TikTok’s tremendous success with short-form videos has prompted other social networks to adopt the genre, with Snap introducing Spotlight; Facebook, now Meta Platforms, introducing Instagram Reels; and YouTube introducing Shorts.
“Dubsmash has been speeding Reddit’s video, so sections of Reddit will seem familiar to Dubsmashers,” the business explained in a blog post. Reddit reported a 70% increase in overall hours viewed since the acquisition of Dubsmash, as well as a 33% increase in daily active video watchers.
Viewership for short videos, defined by the firm as two seconds or less, has also increased by 50% quarter over quarter.
