Reddit’s past didn’t have much to do with video, but its future might turn out differently. US community social news website buys Dubsmash, a TikTok-like social video platform …
Dubsmash, launched in 2014, allows users to create and share videos of themselves in lip-sync with songs or movie clips. Reddit has said it will integrate Dubsmash’s video creation tools into its own platform with the aim of expanding its video content capabilities to evolve its social media strategy.
According to analytics company Sensor Tower, Dubsmash’s mobile app has been downloaded 196.8 million times globally since its launch. For comparison, TikTok could be among the social networks with 1 billion monthly active users, with 1.2 billion users in 2021 according to App Annie.
Reddit, the latest of TikTok’s competitors
Given its significant data, a growing number of social media are looking to compete with TikTok, which experienced an exponential increase in popularity during the COVID-19 lockdown, surpassing the 2 billion global downloads mark at the start of the pandemic.
Earlier this year, Instagram for example launched Reels, YouTube added the Short feature, while Snapchat launched Spotlight to compete with the social video platform.
TikTok is also, unsurprisingly, in the Top 10 most downloaded mobile apps in 2020.
Reddit said the deal would give its users, who can already download and stream videos, access to Dubsmash’s short video editing and creation tools.