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.
TikTok’s massive success with short-form videos has driven other social networks to incorporate the format on their platforms, with Snap rolling out Spotlight; Facebook, now Meta Platforms, launching Instagram Reels; 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.
Since Dubsmash’s acquisition, Reddit said it had seen 70 percent 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 percent quarter-over-quarter.
© Thomson Reuters 2021