19 April 2021
Reddit announced that it has acquired Dubsmash, a short video platform. The details of the settling price and other terms of the deal are confidential but Reddit has managed to take a few important aspects out of the wrappings for us.
Reddit announced Dubsmash will retain its own platform and brand, and Reddit users will get access to Dubsmash's editing and short-form video creation tools. It also announced that Dubsmash's co-founders, Suchit Dash, Jonas Drüppel, and Tim Specht, will join Reddit.
Reddit touts the acquisition will help the two companies to work in tandem. Dubsmash is mainly a platform for creators who are under-represented on the internet and Reddit can prove to be a great platform for such creators.
According to Alexa Internet’s report for October 2020, Reddit ranks as the 17th-most-visited website in the world and the 7th most-visited website in the US (source: wiki). On the other hand, Dubsmash hasn’t gained much momentum and is still staggering behind compared to its rivals like TikTok. As Techcrunch points out, Dubsmash is known for its large communities of Black and Latinx content creators. But the creators miss out on many opportunities like larger followings, brand deals, and industry connections. So their presence on a platform like Reddit can help them to get an edge over other creators and build their identity faster.
Reddit also points out, “Dubsmash’s communities are driven by young, diverse creators—about 25 percent of all Black teens in the U.S. are on Dubsmash, and females represent 70 percent of users.” This indicates by giving a platform to create videos and engage, Reddit is aiming at attracting a younger demographic more.
Currently, it is unknown how this integration looks like but we are eager to know what’s coming next. We might see Reddit making some UI changes on its platform in order to accommodate and blend the new feature with the platform. Let’s see when the Dubsmash video creation tools will be reflected on “The front page of the internet.”