The Newest Dating App Is Betting Big on Video-Based Profiles
Have we reached dating app saturation yet? A new, video-based app named Snack is betting no, and though they’re still in their early days, with just 10 people on the team, they’re already making an impact on the industry with their emphasis on videos instead of photos.
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The founder is Kimberly Kaplan, one of the earliest Plenty of Fish employees before they were sold to the Match Group for nearly $600 million dollars, so it’s fair to say she’s an expert in the online dating sphere. Kimberly noticed something important in her studies of men’s and women’s online dating behaviors: they rapidly progress from the high-stress environment of the app itself to DMing over Instagram or liking each other’s videos on TikTok. And this dating behavior is especially common among the young Gen Z, who are now the largest single demographic in North America, and therefore highly sought after by dating apps.
So, in the interests of retention, why not offer the low stress, high functionality of Instagram and TikTok on your own dating app? That’s Snack’s premise, and it’s got a lot of people excited. Users create a video of themselves and then upload it to their feed, where it becomes public. Your potential dates all interact with your feed, opting to like (or not like) your videos. Once two people like videos from each other’s feeds, the direct messaging option opens up and you can chat.
The app, admittedly, is still in its early days: their location filtering isn’t online yet, and their suite of video uploading features is basic compared to what TikTok and Instagram offer. But the promise is there, and they’re already attracting big money from investors: some $3.5 million dollars thus far, from various venture capital firms.
Will that be enough to help them compete with the big pockets and established reputations of competitors like Bumble and Tinder? Kaplan is optimistic: “Starting out is hard and getting that initial foothold is hard. I fundamentally believe in our product and I see this open opportunity in the market. I very much believe someone will come in and usurp Tinder, and it’s going to be around video.”
Given the sudden success of an app like TikTok, and the increasing prevalence of 5G networks enabling faster wireless download and upload speeds, we’re betting Kaplan is right.
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