Reddit is pulling the plug on its TikTok-like platform, Dubsmash, the social community mentioned on Tuesday, only a yr after shopping for it for an undisclosed sum to bolster its video creation instruments.
TikTok’s large success with short-form movies has pushed different social networks to include the format on their platforms, with Snap rolling out Highlight; Fb, now Meta Platforms, launching Instagram Reels; and Alphabet’s YouTube launching Shorts.
“The Dubsmash workforce has been accelerating Reddit’s video, so components of Reddit will really feel acquainted to Dubsmashers,” the corporate mentioned in a weblog submit.
Since Dubsmash’s acquisition, Reddit mentioned it had seen 70 % progress in total hours watched, whereas the variety of each day lively video viewers rose by over a 3rd.
Viewership for brief movies, which the corporate defines as two seconds or much less, has additionally risen by 50 % quarter-over-quarter.
© Thomson Reuters 2021