Reddit has revealed the completion of its acquisition of the short-form video platform Dubsmash. The financial details of the transaction have not been publicly disclosed. Dubsmash will continue to operate as a distinct platform with its existing branding, while Reddit plans to incorporate Dubsmash’s video creation capabilities into its own services. The current leadership of Dubsmash – Suchit Dash, Jonas Drüppel, and Tim Specht – will be joining the Reddit team.

[Edited: Reddit initially identified Dash, Drüppel, and Specht as Dubsmash’s founders; however, the company was originally founded by Drüppel, Roland Grenke, and Daniel Taschik.]

Data from Crunchbase indicates that Dubsmash secured $20.2 million in funding from a group of investors that includes Lowercase Capital, Index Ventures, Eniac Ventures, Heartcore Capital, and Sunstone Life.

Dubsmash has emerged as a significant competitor to TikTok, though it faced challenges in the years following an initial period of popularity in 2015 when it first gained traction as a lip-syncing application. In 2017, the platform underwent a transformation into a broader social platform and relocated its headquarters from Berlin to Brooklyn. By the start of the current year, Dubsmash held the second-largest share of the short-form video market in the United States, based on app installations, and was reportedly in discussions regarding a potential acquisition by Facebook and Snap.

A substantial portion of Dubsmash’s success can be attributed to its Black and Latinx user base. While TikTok’s most prominent personalities often include white creators, Dubsmash is recognized for its thriving communities of Black and Latinx content creators. The differences between the two platforms received increased attention earlier this year when the New York Times highlighted instances of dance trends originating with Black Dubsmash creators being adopted by TikTok influencers without proper attribution, resulting in lost opportunities for the original creators in terms of followers, sponsorships, and industry connections.

Reddit has also confronted issues related to racism and has faced criticism for perceived shortcomings in addressing hate speech and providing adequate support to subreddit moderators targeted by racist harassment.

Last year, Reddit co-founder Alexis Ohanian advocated for his board position to be filled by a Black candidate upon his departure, a request that CEO Steve Huffman affirmed the company would fulfill as part of a broader initiative to combat hate speech on the platform, announced during the protests following the death of George Floyd at the hands of former Minneapolis police officer Derek Chauvin. Michael Seibel, CEO of Y Combinator, ultimately filled the vacated position.

In its official announcement regarding the acquisition, Reddit connected the move to its ongoing diversity and inclusion efforts. Huffman stated, “Dubsmash empowers under-represented creators, while Reddit cultivates a sense of community and belonging across countless interests and passions. Our missions are clearly aligned, and our community-focused platforms can thrive together as we learn from one another.”

The announcement further noted that Dubsmash’s user base consists of “communities driven by young, diverse creators—approximately 25 percent of all Black teens in the U.S. are on Dubsmash, and females comprise 70 percent of users.” It also emphasized that integrating Dubsmash’s video tools will allow Reddit users to “express themselves in unique and genuine ways that resonate with our communities.”

Reddit reported a significant increase in native video usage since its launch in 2017, with growth doubling in 2020 alone. However, a large portion of Reddit’s content remains text-based, with video, GIFs, and images frequently shared from external sources. Therefore, the integration of Dubsmash could assist Reddit in developing its own comprehensive video platform.

Update: A correction has been made regarding Ohanian’s former role and the list of Dubsmash’s founders.