Reddit has introduced that it’s going to shut down the separate Dubsmash app, which it acquired final December, because it seems to be to merge the artistic functionalities of Dubsmash into Reddit itself, and lean additional into video engagement.

Dubsmash, which is able to nonetheless be accessible until February, permits customers to create movies aligned with music clips, together with results and filters which may help your clips stand out in consumer feeds.

Reddit’s now seeking 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:

“So far this 12 months (January 2021 to November 2021), video content material has soared on Reddit. We’ve seen almost 70% development in total hours watched, and a greater than 30% enhance in each day lively video viewers.”

Along with this, Reddit says that it’s seen a 50% enhance in quarter-over-quarter quick video viewership through its new, TikTok-like video feed possibility.

Given broader content material consumption tendencies, it’s no shock to see video rising on Reddit as effectively, 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 velocity 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 can even be capable of add stickers, use drawing instruments and add voiceovers to their clips, increasing the artistic choices for Reddit movies.

Which may assist to additional enhance video engagement within the app, and higher align it with the newest tendencies – an essential 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 might be simply as related that the platform merely retains up with the evolving AR panorama, which is ready to turn into a a lot larger consideration as soon as fully-functional AR glasses turn into accessible someday within the subsequent two years.

That can even align with the rising metaverse shift, merging our bodily and digital worlds.

Nobody is aware of precisely how that may work simply but, however AR seems to be set to play a key half, and the introduction of its personal AR options will be certain that Reddit stays linked as this aspect evolves.

However for Dubsmash customers, time will quickly be up. The app, at one stage, was facilitating over a billion video views per thirty days, and has been notably well-liked 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.