Dubsmash Is Now Letting Brands Sponsor Channels for Discovering New Content

Warner Bros. will promote new film Storks on the app

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Dubsmash—the popular mobile app that lets users take video selfies while lip-syncing to songs and movie lines—wants brands to sponsor channels meant for discovering new content.

Today, the mobile app is launching Community Moments, which will for the first time ever let the Berlin-based company's more than 100 million users discover content created by people other than those they're already connected with. The channels will be curated based on certain themes or topics that will give more exposure to videos (or "dubs").

According to Dubsmash President Suchit Dash, the company will give advertisers an opportunity to sponsor channels as a way to promote branded audio content. For the launch, Warner Brothers is sponsoring a channel to promote its new film Storks, which hits theaters later this month.

"We think it's a great way to be able to elevate the content, the audio content. Users around the world [can show] what they can actually do with that content and tie it into a great story that can be great for brands. [It can also be] great for entertainment companies, to be able to actually show how the community takes that content and does wonders with it," Dash said in an interview.

To be part of a Community Moment, users on both iOS and Android versions of the app (in English-speaking markets) will be able to submit their dubs through the app. Dubsmash's editorial team will then select dubs to highlight within any given channel. 

It's the second time this summer that Dubsmash has updated the app to allow for broader discovery. In May, Dubsmash overhauled the app to make it more of an actual messaging app and social platform. (Before then, users could only share their dubs via othe social media channels such as Instagram.) Dash said the company is also exploring ways to curate content based on algorithms.

Dash said engagement is high with the app, with users on average watching their own dub between five and 10 times. (He said that includes recording it multiple times, reviewing it a few times and then watching the final posted product a few more.) That could be good news for brands wanting repeated visibility through sponsored or organic posts. The app has already been plenty popular with celebrities including Jimmy Fallon, Kevin Hart, Selena Gomez and Rihanna.

"I think the cool thing about Dubsmash is that to a certain degree the format lends itself where the content is inherently the most organic form of a promotion," Dash said. "Because you're taking a piece of content and a user, wherever they are around the world, can take their own spin on it. There's not really another need to put an extra piece of advertising on it—it's actually the content itself that is doing all the speaking on behalf of the brand."

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.