- Currently, the most popular dating app is Tinder.
- However, Snack founder Kimberly Kaplan believes that the market leader can be dethroned by betting on video.
- Snack has solutions inspired by TikTok and Instagram, among others.
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The dating apps of 2020 were a savior for many during the pandemic when it became necessary to limit outings, parties, and other face-to-face interactions. And while it seemed that this market was firmly bet on by a few players, a new app has just emerged that is poised to conquer the market, especially among younger audiences.
Currently, the most popular dating app is Tinder, with more than 50 million users worldwide, while Bumble, Match.com, and Plenty of Fish, among others, are trying to chase it. Basically, all of these platforms rely on profiles made up of photos and user descriptions. Tinder has added to this a trivially simple mechanism of swiping right and left to determine if we like someone, and then connecting people who like each other – they can message each other.
Snack, a new player in the dating app market. It uses ideas known from TikTok and Instagram
Snack, founded by Kimberly Kaplan, wants to stir up the dating app market. The company describes its project as “TikTok meets dating.” As Tech Crunch describes, Kaplan, who was a manager at the aforementioned Plenty of Fish, noticed an interesting behavior in dating apps – many people, especially young people, were “pairing up” on Tinder or Bumble, but would immediately move on with the conversation to Snapchat or Instagram, where they could view each other’s stories and have casual conversations, rather than using the chat built into the dating app.
That’s why Snack is a video-centric dating app – users have to record a short video in the app and upload it to their profile. In turn, other users can browse through subsequent videos in an Instagram-like feed, instead of – as in Tinder – swiping left or right to see the next profile. Users can like a given video, and if two people like each other’s videos, a message exchange appears for them.
See also: How did Tinder become popular? Here are the tricks that the app developers have gone for
Thus, Snack combines several trends that people know and like in other social media – Instagram-like feed and short videos, like from Snapchat or TikTok. The company, by the way, is expected to introduce TikTok-like video editing capabilities. Currently, the application is only available on iOS (Apple), but an Android version is on its way.
Although the app is still in the early stages of development and doesn’t have geographic filters, for example, it raised $3.5 million in its latest funding round, with funds from Kindred Ventures and Coelius Capital leading the way.
Kaplan’s plan for monetizing the app is similar to other dating platforms – paid premium profiles and possibly ads. As Kaplan tells Tech Crunch, Snack’s biggest challenge is competing with the big players with capital. But the entrepreneur is confident that someone will eventually come along and take Tinder’s place as a market leader – and that it will be a video-focused app.
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