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Dating apps are embracing video


Dating apps are, in their own way, a form of social networking – especially as they expand into new areas like friend-finding or professional networking. So it only makes sense that they would adopt video as well, given the growing popularity of the format on social apps like Facebook, Instagram and Snapchat, as well as the industry’s larger embrace of “Stories” as a means of offering an angle into people’s lives, activities, and interests.

This week, both Hinge and Zoosk’s Lively are rolling out support for video, each in their own way.

Hinge, for example, will now allow users to augment their user profiles on the service with video. The company says users can add videos up to 30 seconds long, by pulling from those that already exist on their phone. However, it’s shying away from short-form, disappearing videos like those found in Instagram, Snapchat, or Messenger “Stories.”

In fact, Hinge will not prompt people to take a front-facing video at all, only those pre-recorded or previously shared to Facebook or Instagram. (The videos imported from social networks can be longer than 30 seconds, Hinge notes.)

Instead, Hinge believes support for videos will allow members to better show who they really are, by sharing fun or memorable moments and activities from their lives. This continues the dating service’s larger mission of helping users find relationships, not casual encounters.

​”​On Hinge we encourage our members to be authentic with one another because we know that leads to the best connections,” explains Hinge founder and CEO Justin McLeod. “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 company will also encourage video adoption, too, by showing Hinge profiles with video to five times more people it says.


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