With the acquisition, Reddit users will now have access to Dubsmash’s innovative video creation tools even as the latter remains functional as a standalone app.
The mission of Dubsmash of giving a platform to under-represented creators is now aligned with that of Reddit, who wants to cater to their growing community with tools to find, create, and interact through video with dynamic content.
The acquisition will not affect Dubsmash, all the Dubsmash videos will remain where they are, and the app will remain functional, but the offerings of Dubsmash such as unique video creation capabilities will now be available on Reddit.
“In our years of building Dubsmash, we’ve learned how video can spark creativity, unlock interactions, and deepen connections within communities,” said Suchit Dash, Head of Dubsmash.
He adds, “We want to continue our journey to bring best in class video products to our users, and now Reddit users. We believe in the idea of connecting creators around interests and topics, something Reddit has pioneered, in our growing Dubsmash community”.
Dubsmash has been the pioneer of short-format videos and took the popularity of Vines to new heights, the foundation that TikTok grew massively popular on, that now several other global regional apps are trying to replicate.
While Dubsmash experienced decreased popularity and relevance in the post-TikTok phase, Reddit remains fairly popular and is one of the top apps with unique offerings. The joined forces would prove fruitful for the growing engagement with videos on Reddit, and for Dubsmash.
This also leads to an increasingly competitive space for short-format video apps as top apps such as YouTube, Instagram, and Reddit have the functionality, along with several other platforms.