The influence TikTok has had on a generation is undeniable and now other platforms are trying to grab a slice of the short-form video pie.
The latest platform to venture into this space is Reddit though, unlike Facebook’s Instagram, Reddit isn’t building a solution from scratch.
At the weekend, Reddit announced that it had acquired Dubsmash, a short-form video social platform similar to TikTok.
“Dubsmash elevates under-represented creators, while Reddit fosters a sense of community and belonging across thousands of different topics and passions. It’s clear that our missions closely align and that our community-focused platforms can coexist and grow as we learn from each other,” Reddit’s chief executive officer, Steve Huffman, said in a statement.
Dubsmash will maintain its own platform and brand as part of this acquisition. The entire Dubsmash team will be joining the Reddit umbrella which is comforting to hear, especially in the midst of a pandemic.
It is unclear as of time of writing how much Reddit paid to acquire Dubsmash but according to TechCrunch, the app has raised $20.2 million through investors.
“In our years of building Dubsmash, we’ve learned how video can spark creativity, unlock interactions, and deepen connections within communities,” head of Dubsmash, Suchit Dash, said in a statement.
“We want to continue our journey to bring best in class video products to our users, and now Reddit users. We believe in the idea of connecting creators around interests and topics, something Reddit has pioneered, in our growing Dubsmash community,” Dash added.
We’re curious to see how Reddit manages to implement short-form video into its platform.