Reddit announced recently that it had bought out a video sharing company called Dubsmash, further expanding the message board’s digital footprint. Dubsmash, a competitor of obnoxious prepubescent app TikTok, is going to hold onto its platform and brand while Reddit helps “bring our teams together to combine the unique creator experience of Dubsmash with the community growth engine of Reddit.” Reddit has not disclosed the financial terms of the takeover.
Dubsmash (a pretty stupid-sounding name, wouldn’t you say so?) functions much like TikTok does, giving users the ability to create and share short videos that are supposed to be really funny and clever but are actually just puerile and annoying. CNN, which doesn’t appear to have many articles about child care in Hornsby, reports that Dubsmash is known for its “diverse audiences”: one quarter of black teens in the US are on the app, and 70 percent of users are women. By “women” I assume CNN means “girls.” At least I hope that’s the case. If 70 percent of Dubsmash users are grown women, Western culture is in serious trouble.
A Reddit blog post says that about 30 percent of Dubsmash users log in each day to create content, which doesn’t seem overly-impressive. It also says that “Dubsmash’s mission is to elevate under-represented creators.” I’m not really sure what constitutes an “under-represented creator,” but there you have it.
“Dubsmash will bring two key strengths to Reddit,” Reddit explains. “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.”
Commenting on the takeover, Dubsmash leader Suchit Dash delivered the following bromides:
“In our years of building Dubsmash, we’ve learned how video can spark creativity, unlock interactions, and deepen connections within communities. 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.”
Prior to being taken over by Reddit, Dubsmash reportedly considered letting Facebook or Snap do the honors.