In 2012 Tinder ushered in a new era in the history of romance and revolutionised the dating game. The introduction of the swipe left for a no and swipe right for a yes formula was quickly adopted by many other dating apps. With a mobile-first generation; the carefully put together profiles quickly lost out to photo-led profiles designed to be swiped through whilst on the go. It’s evident Tinder has racked up some impressive stats over the years — as it stands, users swipe 1.6 billion times a day across 190 countries! However, eight years since entering the market, it appears the once thriving “dependable wingmate” has gone from fringe novelty to a dating apocalypse.
As we become bound to the excitement of matches and neurochemical “rewards,” it’s no surprise that us online daters get hooked on these apps. Essentially, whenever “it’s a match” pops up on our screens, the brain releases a flurry of dopamine chemicals, giving us small bursts of happiness. While the swiping process is meant to help us discover potential romantic partners more effectively, it seems the excessive app usage and mindless swiping is weakening ties between individuals rather than fostering connections.
I’ve had the pleasure of letting Tinder, Bumble, OKCupid, POF, Hinge and Coffee Meets Bagel grace my iPhone’s home screen. I’ve also had the pleasure of deleting them… then reinstalling months later (😩) in hopes that something might actually come from it. Unfortunately it’s the same thing over and over — an exhaustive, repetitive, daily thumb-swiping exercise consisting of nothing more than three-second photo evaluations, half-hearted bio scans and a few dead-end conversations. Indeed, I’m not the only one that feels this way. According Badoo’s research with 5,000 British 18-30 year olds, 68% dislike swiping and matching based on appearances alone, claiming there’s very little going on when it comes to meaningful engagement.
So what are dating apps doing to address the low quality interactions and improve matches?
In the last couple of years, several apps started experimenting with video features. In 2018, Badoo introduced “Badoo Live” — allowing users to receive messages from interested parties while live streaming. A principle similar to Facebook Live, the feature also offers the ability to watch in playback mode. Once a match is made, users can start a live video chat with each other within the app. And with the recent growth in video dating during the pandemic, many apps capitalised on video-chat. Hinge unveiled the “Date from Home” option to facilitate safe dating as well as aid users in transitioning from message ping pong to a virtual date.
By allowing people’s real personalities to shine through, it not only solves the problems of misrepresentative photos, catfishing and delayed responses; but video could also increase your chances of having a personable connection sooner and save time and energy to focus on dates that you’re genuinely excited about. When two individuals hold face-to-face communication (whether physically present or over video call) — the use of voice, gestures, body language and facial expressions help to build stronger relationships. This particular form of exchanging personal information is known as “Dyadic Communication” — and due to its intimate nature, this practice simply cannot afford to be impersonal.
So if we’re really looking to make meaningful connections then perhaps now is the time to start embracing video within dating apps. Many of us will find the thought of recording ourselves rather daunting but we need to keep in mind that dating should also be about having fun, stepping out of our comfort zones, building confidence and utilising our time more effectively. If we can begin tweaking our profiles and incorporating video, I’m confident that the matches will be of higher quality. No doubt it will eradicate or at least reduce the snap judgements made, help us look past the heavily filtered photos and present users/ourselves in a more authentic light.
It’s worth mentioning that I’ll be trialling out a new video-only dating app called Oneder in the coming weeks. I’m looking forward to seeing what impact video-first will have from a user experience in comparison to the usual swiping apps, and of course, seeing what romantic potential it has to offer! Who knows… I might actually find “reel” love this time around – watch this space 😉