Reddit will shut down Dubsmash permanently in February 2022. The functionality of the service will be integrated into Reddit.
With TikTok as popular as it is today, it’s no surprise that other companies, already well-established in the market or not, are looking to grab a piece of this huge pie by offering very similar services. In the case of Reddit, in December 2020, the platform announced the acquisition of Dubsmash, a direct competitor to TikTok, for the sole purpose of adding it to its own service and thus trying to influence the short video market.
Reddit to permanently shut down Dubsmash in February 2022
At the time, there was talk that the app would continue to exist independently and separate from Reddit, but that is no longer the case today. In an announcement posted by Reddit, Dubsmash will be closed as of February 2022. The service will no longer be available in the app stores and the app will also cease to function, clean and simple.
The functionality of the service will be integrated into Reddit.
That being said, it also doesn’t mean that Reddit has given up on its ambition to compete with TikTok. Rather, the platform intends to integrate Dubsmash and its features directly into the Reddit app itself. According to the statement: “Since the acquisition, the Dubsmash team has been working to integrate its innovative video creation tools into Reddit, with the goal of giving Reddit creators more freedom of expression. An original and authentic way for our communities.”
This means that users will no longer be able to use the Dubsmash app as such, they will have to use the Reddit app if they want to continue using its features. And in a sense, this is a pretty logical decision. This will help bring Dubsmash users to the Reddit platform if they haven’t already been there. A number of new features were also announced, as well as filters exclusive to Reddit.