Reddit Shuts Down Dubsmash, Integrates Video Features

Reddit to Discontinue Dubsmash, Integrate Features

Reddit has announced the shutdown of Dubsmash, its short-form video platform, effective February 22, 2022. Following this date, the Dubsmash application will be removed from both the Apple App Store and the Google Play Store.

Existing installations of the Dubsmash app will cease to function on the same date. Reddit initially acquired Dubsmash in December 2020, with plans to incorporate its video creation capabilities into the Reddit platform.

Dubsmash Team's Contribution

The Dubsmash leadership team subsequently joined Reddit, and over the past year, they have focused on enhancing Reddit’s video functionalities. Reddit states that users familiar with Dubsmash will recognize elements within the updated Reddit experience.

“The Dubsmash team’s efforts have centered on integrating their innovative video tools into Reddit, with the intention of providing Reddit creators with new avenues for authentic self-expression within our communities,” Reddit explained in an official blog post.

New Video Creation Tools on Reddit

As part of this integration, Reddit is introducing a suite of new video creation tools. These include adjustable recording speeds and a timer function for hands-free recording.

Users can now upload videos in various orientations – landscape, portrait, and fill – and have the ability to adjust and trim multiple video clips. A new editing interface has also been added.

This editing screen features text stickers, a drawing tool, and a selection of filters. Furthermore, users can directly add voiceovers or modify the audio volume within the editing environment.

Video Feed and Growth

In August, Reddit launched a video feed for iOS users, presenting videos in a format reminiscent of TikTok. Users can interact with videos by upvoting, downvoting, commenting, awarding, or sharing.

The feed allows users to swipe vertically to discover new content from subscribed subreddits and related communities. This launch occurred amidst growing competition from Instagram Reels and Snapchat Spotlight, all vying for dominance in the short-form video space.

Reddit reports significant growth in video consumption, with a nearly 70% increase in total hours watched. Daily active video viewers have also increased by 30%.

Reddit's Video History

Short-form video viewership, defined as videos under 2 seconds in length, has seen a 50% quarter-over-quarter increase within the new video player. Reddit initially introduced its native video platform in 2017, enabling users to upload MP4 and MOV files.

In August 2019, the Reddit Public Access Network (RPAN) was launched, allowing livestreaming to specific subreddits.

Future Video Ambitions

With the Dubsmash integration complete, Reddit is actively seeking to attract more users with its enhanced video creation tools, aiming to remain competitive with TikTok. However, platforms like TikTok and Snapchat offer additional features, such as extensive sound and music libraries.

Whether Reddit will expand its video capabilities to include similar features remains to be seen.