Reddit is pulling the plug on its TikTok-like platform, Dubsmash, the social network said on Tuesday; just a year after buying it for an undisclosed sum to bolster its video creation tools.
The standalone Dubsmash app will not be available for download after February 22; Reddit said, as it rolled out new camera and editing features as part of its video tools.
TikTok’s massive success with short-form videos has driven other social networks to incorporate the format on their platforms, with Snap Inc rolling out Spotlight; Facebook, now Meta Platforms, launching Instagram Reels; and Alphabet’s YouTube launching Shorts.
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“The Dubsmash team has been accelerating Reddit’s video, so parts of Reddit will feel familiar to Dubsmashers,” the company said in a blogpost.
Since Dubsmash’s acquisition, Reddit said it had seen 70% growth in overall hours watched; while the number of daily active video viewers rose by over a third.
Viewership for short videos, which the company defines as two seconds or less, has also risen by 50% quarter-over-quarter.