Reddit is pulling the plug on platforms like its TikTok, dubsmash, the social network said Tuesday, just a year after it bought it for an undisclosed amount to enhance its video creation tool.
The standalone Dubsmash app won’t 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 prompted other social networks to incorporate the format on their platform. Snap Inc. spotlight rolling; Facebook, now a meta platform, is launching Instagram Reels; And AlphabetLaunching youtube shorts
“The Dubsmash team is ramping up Reddit’s videos, so parts of Reddit will feel familiar to Dubsmashers,” the company said in a blogpost.
Since its acquisition of Dubsmash, Reddit said it has seen a 70% increase in total hours watched, while daily active video viewership has increased by more than a third.
Viewers for short videos, which the company defines as two seconds or less, also increased by 50% quarter-on-quarter.
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