Dating apps, eager to differentiate themselves, are quick to try new trends.
But when it comes to the biggest push in social media — video — options are curiously lacking.
Earlier this year, reported that popular dating app Bumble was adding 10-second clips to its service, though it’s yet to be made available.
But broadly, video hasn’t become a core feature for dating’s most popular services.
“I’ll admit it: video is scary,” says Behzad Behrouzi, who oversees product operations at Lively, a video-based dating app.
The frames have more purpose than beautifying a self-portrait. Behrouzi calls video dating largely uncharted territory, but points to Snapchat’s success as an admirable model. “With Lively, you’re posting/sending videos to people you don’t know, which can be intimidating.” Video has the potential to make the vetting process easier, says Marcel Cafferata, creator of 2012 video app Video Date.
The limitation is at odds with the flood of video onto Instagram, Whats App, and Facebook, following the rise in popularity of Snapchat.
The problem isn’t necessarily a general aversion to video dating, which has been around longer than smartphones and the internet.
“I’m an executive by day and a wild man by night,” says one in a video cut together by The Found Footage Festival. The goddess is the woman, is a woman, is any woman, is all women.” The archive alone offers one answer to why video dating apps haven’t taken off: do we want our pining to be public? Startups have tried for decades to update video dating for modern audiences.
“I’m looking for the goddess,” waxes another, rose in hand. The most prolific botched video-dating platform is hidden in plain sight.