Tinder is getting into the video. On Wednesday, the popular dating application will begin testing its first video-based feature, Tinder Loops, with iOS users in Canada and Sweden. The company says it will evaluate how users respond to Loops before making the decision to implement it in other markets.
As you may have guessed by the name – "Loops" – the feature does not focus on traditional video, but on a shorter video format, almost like a GIF, which has been popularized by applications like Instagram Boomerang and, before that, Twitter & # 39; s Vid. In the case of Tinder, Loops will last only two seconds and can be added to user profiles along with their photos.
The company says that it decided to try the videos because it believes that the videos can show more personalities of the users, and that they can increase the chances of people being deceived (I like that, that is). He suggests that the videos could be used to show his favorite activities, like shooting hoops or jumping cliffs. But it is likely that Tinder users will find other use cases to play videos beyond that.
Loops represents the next step in the evolution of our classic profile, "said Brian Norgard, Tinder Product Manager." With the addition of the video, users have a new way of expressing themselves while obtaining key information about the life of possible matches. Whether you're dancing at a concert, doing cartwheels on the beach or tinkling glasses with friends, Loops makes the profiles come alive. We anticipate that Tinder Loops will generate even more coincidences and conversations and we hope to see how our users creatively adopt the function, "he added.
More realistically, loop videos can better show people the way they are, not hidden behind a soft photo filter or taken from a classic MySpace angle. And that could lead to a smaller surprise in the first dates, since people will already have a better idea of who they are meeting with, as well as how they like to have fun.
But with only two seconds in length, the Loops are not as intimidating as posting a "real" video for users who are more timid.
To test the new feature, iOS users in compatible markets can access their profile, then tap the "Add multimedia" button to upload a video. Once the video is selected, you can drag the time slot to select the part you want to play, preview and post it on your profile.
Tinder Loops currently only supports videos or Live Photos imported from its iOS Camera Roll. It does not allow users to capture loops directly from the application.
Along with the option to add Loops, a subset of users in the test markets will also have the ability to load nine photos (or Loops), instead of just six. That could encourage more loop loads since users will not have to remove their existing photos to test the function.
Tinder would not be the first dating app to mess with videos.
As of last year, several of its rivals also started backing the video in various contexts. Hinge began to allow users to add videos of up to 30 seconds in length to their profiles; Match and Bumble announced features similar to Stories that involve video (BumbleVID did not work); and Zoosk tested the video in a separate application, Lively, which has since turned to trivialities. It seems that the integration of the video is not so easy.
The launch of the feature comes at a time when competition among modern dating applications has been heating up. Specifically, the battles of Tinder and Bumble have become unpleasant, with Tinder suing Bumble for patents, and Bumble suing Tinder for fraudulently obtaining trade secrets. Tinder also said recently that he would be launching an option for ladies in his application, which is what Bumble likes most.
Now, with Loops, Tinder is differentiating itself more from the rest of the package. However, it remains to be seen if users will respond or not.
Loops will be launched today to compatible test markets.