Reddit has announced that it’ll shut down the separate Dubsmash app, which it acquired last December, because it appears to be like to merge the inventive functionalities of Dubsmash into Reddit itself, and lean additional into video engagement.
Dubsmash, which is able to nonetheless be accessible until February, allows customers to create movies aligned with music clips, together with results and filters which will help your clips stand out in consumer feeds.
Reddit’s now trying to construct these instruments into the Reddit digital camera, with a view to capitalizing on rising video engagement within the app.
Certainly, Reddit notes that:
“Thus far this yr (January 2021 to November 2021), video content material has soared on Reddit. We’ve seen practically 70% development in general hours watched, and a greater than 30% enhance in day by day energetic video viewers.”
Along with this, Reddit says that it’s seen a 50% enhance in quarter-over-quarter brief video viewership through its new, TikTok-like video feed possibility.
Given broader content material consumption developments, it’s no shock to see video rising on Reddit as properly, and now, with the merging of Dubsmash, Redditors will get a brand new set of video creation and modifying instruments to be used within the app.
The up to date Reddit digital camera will present recording pace choices, video timers, the capability to add clips in each panorama and portrait mode, in addition to new clipping choices.
Reddit’s additionally including its first AR lenses, that includes ‘Bread Cat’ and ‘Snoo’ results.
Customers may even be capable to add stickers, use drawing instruments and add voiceovers to their clips, increasing the inventive choices for Reddit movies.
Which might assist to additional enhance video engagement within the app, and higher align it with the newest developments – an necessary step as customers proceed to gravitate in direction of enhanced video engagement.
And whereas Reddit’s AR choices are comparatively primary at this stage, it could be simply as related that the platform merely retains up with the evolving AR panorama, which is ready to change into a a lot larger consideration as soon as fully-functional AR glasses change into accessible someday within the subsequent two years.
That may even align with the rising metaverse shift, merging our bodily and digital worlds.
Nobody is aware of precisely how that can work simply but, however AR appears to be like set to play a key half, and the introduction of its personal AR options will be certain that Reddit stays related as this ingredient evolves.
However for Dubsmash customers, time will quickly be up. The app, at one stage, was facilitating over a billion video views monthly, and has been notably widespread amongst underrepresented communities.
Now, they’ll have to maneuver over to Reddit as an alternative, or discover one other app extra aligned with their pursuits.
However that loss is Reddit’s acquire, because it enhances its video instruments to facilitate additional development on this space.
Reddit customers can entry the brand new digital camera options on each iOS and Android from at the moment.