Electronic First Review Reddit – On February 22, 2022, Reddit is shutting down Dubsmash, its short-form video platform on TikTok. After February, Dubsmash will no longer be available for download on the Apple App Store or Google Play Store, the company said. Currently downloaded apps will not work on the same date.
The company acquired Dubsmash in December 2020 and said it would integrate its video creation tools into Reddit. After the acquisition, the Dubsmash leadership team joined Reddit. Now, nearly a year later, Reddit says the Dubsmash team is accelerating the app’s video offerings, and parts of Reddit will be familiar to Dubsmash users.
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“Since joining, the Dubsmash team has been working to integrate its creative tools into video production on Reddit — with the goal of empowering Reddit’s own creators to express themselves in original ways that are authentic to our communities,” Reddit said in a blog post. “It’s a perfect match to join forces. Reddit is a place where passionate communities come together for timely, interactive and authentic exchanges about topics that matter to them, and video is increasingly central to how people connect.”
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As part of this integration, Reddit has announced that it is rolling out new video creation tools. One of the new features of the camera is the ability to change the recording speed and the option to set a timer. Users can now upload videos in landscape, portrait and fill modes as well as adjust and trim multiple clips. The company is also adding a new edit page that includes text stickers, design tools, and filters. And users have the option to add audio sounds or adjust the volume directly on the editing screen.
In August, Reddit introduced a video feed feature for iOS users that shows streams of videos in a TikTok-like configuration. After submitting a video, users can upvote or downvote, comment, visit or share. Like TikTok, users can swipe up to watch another video, content from subreddits the user is subscribed to, as well as related videos. The new video feed launches come as Instagram’s Reels feature and Snapchat’s Spotlight tool grow as the social media platform looks to compete with TikTok.
Reddit says video content is growing on Reddit, as total viewing hours are up nearly 70 percent. It reports a 30% increase in daily active video viewers. The app also saw a 50 percent increase in views of short videos in the quarter, which it describes as less than 2 seconds in its new video player.
It’s worth noting that Reddit first launched its native video platform in 2017, allowing users to upload MP4 and MOV files to the site. Then, in August 2019, it launched RPAN (Reddit Public Access Network), which allows people to broadcast live on selected subreddits.
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Now that Reddit has completed its Dubsmash integration, it’s no surprise that it’s looking to attract more users by launching new video creation tools as it continues to compete with TikTok. However, apps like TikTok and Snapchat go beyond simple video creation as they also use sound and music on their platforms. It’s unclear if Reddit will follow suit and expand its video ambitions in the future.