Tinder has announced a slate of new features coming to Match Group’s (NASDAQ:MTCH) largest dating app, including the option to add videos into profiles. It shows how the online-dating industry is primed for change following the pandemic.
Currently, Tinder users can only add a certain number of still pictures to their profile. The video option will allow them to swap a video in for a photo, to add a live aspect.
Dating apps, like Bumble (NASDAQ:BMBL) and Match’s Hinge, were able to turn to video features as the COVID-19 pandemic kept millions of users at home and fueled growth.
Instead of returning to solely in-person dates, users are choosing to continue to go on digital dates as pandemic restrictions lift. That’s helped them become more comfortable with adding audio and video elements into what was originally a picture-only experience. And dating companies are taking note.
Tinder said the ability to add videos is the first step in its video roadmap.
Match last week closed its $1.73-billion acquisition of Hyperconnect, a social discovery and video technology company, which will allow Match to push further into social and video.
Match spokesman Gary Swidler said at Evercore’s ISI Inaugural TMT Conference earlier this month the acquisition was important to the future development of its product suite.
Tinder will also launch a new social feature called "Hot Takes" on Tuesday, which lets users chat with someone before they match and has the feel of speed dating.
Parent company Match saw its shares dip 75 cents soon after Tuesday’s opening to $154.97.
