Dubsmash is a popular app that allows users to create lip-sync videos with a vast library of songs and dialogues, drawing in over 50 million downloads globally since its launch in 2014. While not a conventional social network, its highly shareable content has garnered significant attention from celebrities and brands alike, who use it for promotion and engagement. The app’s innovative features and potential for brand integration suggest it could become a long-term player in the entertainment landscape.

1. Dubsmash: Smartphone users' latest guilty pleasure that is a
potential marketing tool as well!
Always dreamt of being a celebrity? Then you must have been one
of the first few to have downloaded Dubsmash! Weren’t you? Well,
we don’t blame you! From celebrities to lay folks, everyone has
joined the Dubsmash bandwagon!
Why is Dubsmash a winner?
A simple user-interface makes it quick and fun with over a zillion
songs, dialogues and mixes to lip-synch on; it was a rage in no
time! Its growth has been most noticeable on Instagram while the
Facebook page of the app has more than 1.9 million audiences and
counting.

2. Ever since its launch in November 2014, the app has exploded in
popularity around the globe. It was downloaded more than 50
million times across iOS and Android. Dubsmash has users in 192
countries across myriad languages.
A New Era

3. Clicking selfies is now a cliché. Dubsmash has launched us into an
era of video selfies. What sets a video apart is how creatively the
user is recording his /her lip-synced video. The possibility of
creating funny and interesting content is limitless.
Dubsmash – The Great Leveller.
Dubsmash brings out the inner celebrity in every individual. And,
what is even more amazing is that it drags the common person out
of the celebrity. How cool is that?
Ranging from national celebrities like Salman Khan, Alia Bhatt,
Sonakshi Sinha, Priyanka Chopra etc to International celebrities
like Hugh Jackman and Lena Dunham it is a huge hit with one and
all. They are coming out of their closet, having fun with the app and
creating hype with their fans encouraging them to use the app. It is
not essentially a social networking platform but its content is
highly sharable driving every little post made, to the entertainment
headlines.

4. Dubsmash Stands Out
As much as it has created a unique identity for itself, Dubsmash
does take after the features of Vine, Snapchat and Instagram. One
can add filters like on Instagram, add text on the video clip like on
Snapchat and create short videos like on Vine.
Dubsmash is clutter breaking from other apps like Vine, Snapchat
and Instagram, and it has no direct competition from them since it
is not a specific social platform. Like Instagram or Facebook,
Dubsmash does not have a timeline nor is the content set up to be
shared within the app, like Snapchat. However, the videos can be
saved to the user’s phone and can be shared across social
networks and other chat apps. Collated videos have led to the rise
of Dubsmash related websites such as topdubsmash.com,
bestdubsmash.com and bestdubsmash.tumblr.com.
The Road Ahead
Celebrities are already on board. Dubsmash has now left the field
wide open for brands to explore their horizons. Brands can create
their own channels to create their own dubs for the users, making
it even more interesting. Another section on the app encourages
the users to submit their own Dubs, as it is popularly termed.
Reports suggest that their next update will include ‘Soundboards’
– a better way to organize sounds, and will allow its users to
create their own boards and to subscribe to other users’ boards.

5. There are movies that are using this app as a tool for promotion by
initiating Dubsmash challenges. All one needs to do is upload a
sound clip of what might seem to be a catchy dialogue or a peppy
song from their movie, and voila! The movie is an instant hit among
its viewers even before its release. Among all the Dubsmash
challenges, the most popular is the one initiated by ‘Fast and
Furious 7’, 2015. Similarly, the list of possibilities for other brands
to explore their horizons to use the app as a promotional tool is
endless. All one needs to do is take that leap of faith!
Is Dubsmash really here to stay?
From entertainment, to mockery, and down to serious business in
the form of an alignment with brands, this new app seems to have
the potential for it all. Both brands as well as individuals can put
this to effective usage to build engagement at different levels. With
Dubsmash videos doing the rounds on almost every profile, it has
been a relentless source of entertainment, but will it sustain in the
mind-space of this very fickle audience? Only time will tell.