On Tuesday, a year after buying it for an undisclosed sum to bolster its video creation tools, the social network said on Tuesday that it was pulling the plug on its TikTok-like platform, Dubsmash.
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 led other social networks to include the format on their platforms, with Snap Inc rolling out Spotlight, Facebook, now Meta Platforms, and Alphabet's YouTube launching Shorts.
The Dubsmash team has been accelerating Reddit's video, so parts of Reddit will feel familiar to Dubsmashers, the company said in a blog post https://www.redditinc. com blog brings more of-dubsmash to-reddit features by launching new video features.
Since Dubsmash's acquisition, Reddit has seen 70% growth in overall hours watched, while the number of daily active video viewers has gone up by over a third.
Viewership for short videos, defined by the company as two seconds or less, has risen by 50% quarter-over-quarter.