Reddit buys Dubsmash to fight TikTok and racism

The acquisition is part of Reddit’s overall drive to grow its brand and become more inclusive.

4 min read

This article has been translated from our English edition.

Reddit buys Dubsmash to fight TikTok and racism
Reddit buys Dubsmash to fight TikTok and racism


  • Dubsmash started out as a popular lip sync app in 2015 and eventually turned into a social platform.

The social media giant Reddit announced that it has acquired Dubsmash, a short form Social Video Company. The move expands Reddit’s reach in the video room, making it a competitor for other video platforms like Tick ‚Äč‚Äčtock.

“Video is becoming increasingly important in the way people want to connect. As we continue to grow our community, we strive to provide the best possible tools users need to find, create, and interact with each other.” of the video, “Reddit said in a press release.

The Dubsmash acquisition is also helping Reddit become more inclusive and racially sensitive. In the past, Reddit has come under fire for its racist subreddit groups and hate speech. Dubsmash is known for its large communities of black and Latin American creators.

Dubsmash encourages underrepresented creators, while Reddit encourages a sense of community and belonging to thousands of different topics and passions. It is clear that our missions are closely coordinated and that our community-centric platforms can coexist and grow as we learn from one another, “said Steve Huffman, CEO of Reddit.

Image: Reddit.

The Dubsmash Way

Dubsmash started out as a popular lip sync app in 2015 and eventually turned into a social platform. As with TikTok, users choose a sound snippet and record a video of themselves that doubles over the audio. While TikTok’s megastars are mostly white, Dubsmash communities are “driven by young and diverse creators: roughly 25 percent of all black teenagers in the US are on Dubsmash and women represent 70 percent of users”, according to Huffman.

Inclusion is part of Reddit’s new mission. When Reddit co-founder Alexis Ohanian stepped down from the company’s board of directors earlier this year, he asked for a black candidate to fill his board position. His wish was granted. Michael Seibel, CEO of Y Combinator, took his place.

Ohanian, who is married to tennis icon Serena Williams, made the decision in part in response to Reddit’s reputation as racism. In 2015, the Southern Poverty Law Center announced that Reddit had hosted the “most violent racist” content on the internet. When Reddit’s former acting CEO Ellen Pao attempted to stop hate speech on the platform, she was the target of disgusting racial harassment campaigns.

Reddit is bringing Dubsmash to the community in the hope of curbing intolerance and opening its doors to creative and successful color content developers like Jhacari Blunt and Essence Marie.

“Just as Reddit is a place for content you won’t see anywhere else on the internet, Dubsmash provides a welcoming platform for developers and users who are underrepresented on social media,” Reddit said in a statement.

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