With TikTok being as popular as it is, it’s not surprising to see other companies attempting to hop on board the bandwagon with services similar to it. In Reddit’s case, back in December 2020, they announced that they would be acquiring Dubsmash, a TikTok competitor in hopes that they would be able to link it up to its platform.
Back then, the app would continue to exist on its own separate of Reddit, but that will no longer be the case. In an announcement by Reddit, come February 2022, they will be shutting Dubsmash down. It will no longer be available from the app stores it was available on, and the app will also stop working.
However, this doesn’t mean that Reddit is giving up its ambitions for a TikTok competitor. Instead, they will be taking Dubsmash and integrating its features into the Reddit app itself. According to Reddit, “Since joining, the Dubsmash team has been working to integrate their innovative video creation tools into Reddit — with a goal of empowering Reddit’s own creators to express themselves in original ways that are authentic to our communities.”
This means that instead of users using Dubsmash as a standalone app, they will now need to use the Reddit app if they want to continue using its features. In a way it make sense as it would also draw users onto the Reddit platform if they weren’t on it already. Reddit has also announced a bunch of new features and also Reddit-exclusive lenses that users can look forward to.