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Reddit is launching improved video tools, announcing the shutdown of Dubsmash


Reddit has announced that it will shut down a separate Dubsmash app, which it bought last December, because it wants to merge the creative functionalities of Dubsmash into Reddit itself and to continue to rely on video engagement.

Dubsmash, which will continue to be available until February, allows users to create music-compliant videos, including effects and filters that can help make your clips stand out in user content.

Reddit now wants to incorporate these tools into the Reddit camera, with the goal of taking advantage of the growing engagement of video content in the app.

Indeed, Reddit notes that:

To date this year (January 2021 to November 2021), video content has grown on Reddit. We saw almost 70% growth in total hours of viewing and more than 30% increase in daily active video viewers. ”

In addition to this, Reddit says it has recorded a 50% increase in short video views compared to a quarter through its new TikTok-like video feed option.

Reddit video feed

Given the broader trends in content consumption, it’s no surprise to see an increase in videos on Reddit as well, and now, with the merger of Dubsmash, Redditors will get a new set of tools for creating and editing videos for in-app use.

The updated Reddit camera will provide shooting speed options, video timers, capacity to load clips in landscape and portrait mode, as well as new clip options.

Reddit also adds its first AR lenses, with ‘Bread Cat’ and ‘Snoo’ effects.

Reddit AR effects

Users will also be able to add stickers, use drawing tools and add voice recordings to their clips, extension of creative options for Reddit videos.

Reddit camera effects

Which could help further improve in-app video engagement and better align with the latest trends – an important step as users continue to strive for improved video engagement.

And while Reddit’s AR options are relatively basic at this stage, it may be equally relevant that the platform simply keeps pace with the development of the AR landscape, which will become much more attention when fully functional AR glasses become available sometime in the next two years.

It will also align with the growing shift of the metaverse, merging our physical and digital worlds.

No one yet knows exactly how this will work, but it looks like AR will play a key role, and the introduction of its own AR features will ensure that Reddit stays connected as this element evolves.

But for Dubsmash users, time will soon run out. The application, in one phase, facilitated the end billion video views per month, and is especially popular among underrepresented communities.

Now they will have to switch to Reddit instead or find another app that better suits their interests.

But that loss is a gain for Reddit, as it improves its video tools to facilitate further growth in this area.

As of today, Reddit users can access new camera features on iOS and Android.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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