Mobile video consumption is an ubiquitous trend in the online video world, and dating apps are adapting to the times. In the past week, Hinge, Match, and Zoosk’s Lively have announced plans to spruce up their respective platforms by letting users add video snippets to their profiles.
While many of the tech company that have recently introduced new video features — including WhatsApp, Skype, and Patreon — have taken a page out of Snapchat’s book by launching disappearing “Stories,” dating apps are aiming for more permanence. The ability to share videos will allow users to put together a more complete picture of who they are, while potential partners can learn a few important details, such as the sound of someone’s voice, before agreeing to a date.
“It gives people flexibility,” said Match CEO Mandy Ginsberg about video . “Hearing someone talk about their photo is far better than just seeing the photo. Seeing a video and hearing their voice is, I think, the holy grail in terms of figuring out your attraction.”
”On Hinge we encourage our members to be authentic with one another because we know that leads to the best connections,” said Hinge founder and CEO Justin McLeod of his company’s own video offering . “Our profiles already do a great job, but video creates the opportunity for our members to learn about potential matches in a way that simply can’t be captured with still photos and text.”
The “motion profile” format is not the only way dating apps are adopting video. Lively’s take on it, for example, is a live streaming platform that lets users connect with potential matches while blurring their faces for as long as they want. Meanwhile, Bumble is preparing its own charge into video with a product that resembles Snapchat’s Stories.
As for the most famous dating app of them all, details are limited on Tinder’s video plans. That said, it did purchase a video startup called Wheel, through which it could soon launch its own Stories-like feature.
It was only a matter of time before these apps integrated video, and these recent announcements seem like the start of a coming trend. Of course, some people had the idea to mix videos and dating long before “swiping” took on its current connotation. YouTube initially launched as a dating site before pivoting to its current form after a few weeks. Perhaps its time for the world’s top video platform to revisit its romantic roots.