Reddit is excited to announce that it has acquired short-form video social platform Dubsmash.
Dubsmash’s mission is to elevate under-represented creators. They have built a beautiful and fun product that enables their users to create unique, dynamic, interactive content. While Dubsmash will maintain its own platform and brand, Reddit looks forward to bringing their teams together to combine the unique creator experience of Dubsmash with the community growth engine of Reddit.
Dubsmash will bring two key strengths to Reddit. First, Dubsmash’s mission is unique among social platforms and is aligned with Reddit’s own mission of bringing community and belonging to everyone in the world. Just as Reddit is a place for content you won’t see anywhere else on the Internet, Dubsmash provides a welcoming platform for creators and users who are under-represented in social media.
Second, will be the integration of Dubsmash’s innovative video creation tools into Reddit. This will empower Reddit’s own creators to express themselves in original and authentic ways that are endemic to our communities.
Dubsmash’s communities are driven by young, diverse creators—about 25 percent of all Black teens in the U.S. are on Dubsmash and females represent 70 percent of users. About 30 percent of users log in every day to create video content, indicating a high level of retention and engagement, and Dubsmash enables more than one billion video views per month, demonstrating the strength of its communities.
Reddit first launched native video in 2017. Since then, we’ve seen tremendous growth and organic community adoption of video as it has become a significant part of how Redditors create and connect. With the introduction of RPAN, streaming video has become a vibrant staple in our communities, unearthing original music, impressive artworks, talented creators, and more. Redditors have posted millions of videos, increasing 2X in 2020.
“Both Reddit and Dubsmash share a deep rooted respect for how communities come together,” said Steve Huffman, CEO, Reddit. “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.”
“In our years of building Dubsmash, we’ve learned how video can spark creativity, unlock interactions, and deepen connections within communities” said Suchit Dash, Head of Dubsmash. “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.”
Reddit is excited to welcome Dubsmash’s entire team—including the three co-founders, Suchit Dash, Jonas Drüppel, and Tim Specht, starting immediately, and also looking forward to building better experiences for creative communities.