In 2020, there was an increase in an increasing category of video offerings, especially short ones, aimed at younger audiences. The latest to make room in space? Reddit.
The platform recently unveiled the purchase of the short video platform Dubsmash. While the app will retain its own platform and brand, Reddit will integrate its video creation tools to increase the creative possibilities available to authors and brands.
“Video is increasingly important to the way people want to connect, and as we continue to grow our community, we are committed to providing the best possible tools users need to find, create and communicate with each other through video,” Reddit said in an official statement.
The road to video
Since launching the original videos in 2017, Reddit reports that usage has skyrocketed, doubling in 2020 alone, resulting in millions of organic video uploads. Separately, a Reddit spokesman shared with sources in Social Media Today that a Reddit spokesman told SMT that, in the first year of RPAN, more than 540,000 streamers on the platform shared more than 291,000 streams.
Although initially these downloads were limited to 45 minutes, there is now a way to extend the length, which can open a window for creators to monetize their videos and take advantage of 52 million active Dubsmash users a day.
For some backgrounds, Dubsmash is one of TikTok’s biggest rivals that gained initial strength in 2015 as a lip sync video app. In 2017, it expanded its appeal by including more features that would earn it a social platform title and moved its headquarters from Berlin to Brooklyn. Rewinding towards this year, it had over a billion downloads and was second in the short-form video market.
Raising underrepresented votes
Consumers prefer realistic depictions of life over showing escapism, so it’s more important than ever to listen to their conversations rather than predict what they want or appreciate.
In this sense, platforms need to adapt because brands today take a stand on political and social issues much more than in previous decades, not only offering a branch of support, but also acting as advocates for the consumers they pose and the problems they face.
According to the announcement, Dubsmash is “a welcome platform for creators and users who are underrepresented on social networks.” Approximately 25 percent of all black teenagers in the U.S. and women represent 70 percent of Dubsmash users. This seems to coincide nicely with Reddit’s mission of fostering a sense of togetherness and belonging through thousands of themes and passions.
“In our years of building Dubsmash, we’ve learned how video can encourage creativity, unlock interactions, and deepen connections within communities,” added Dubsmash’s co-founder and president, Suchit Dash. “Our focus is to show the other side of the internet.”
Switching to video is just the beginning
“The transition to video will be greater than the transition to mobile,” Reddit CEO and co-founder Steve Huffman explained in a statement to the Wall Street Journal. “We’re still at the beginning.”
Video streaming apps in particular recorded a 40 percent year-on-year jump with games (35%), finance and purchase apps (25%), and social networking and communications apps (20%), which are right behind them. All in all, it is safe to say that the adoption of mobile devices has accelerated the global pandemic in ways that simply cannot and will not be reversed. The Annie app predicts that we will progress in approximately 2 to 3 years.
Looking ahead, forecasts show that by 2021, videos will account for 78 percent of mobile traffic, up from 60 percent today. TikTok may be king for now, but that won’t stop others from leaving their mark.
In the era of empowered consumers, video will continue in a basic format central to the way we find, share, and link content. Experiences should be the primary focus of brands – and they must be easy to navigate, immensely creative and fit the space and flow of communication. Video is one of these focal areas worth integrating into your content strategy.
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