But these newer dating apps like Lively, Bumble and Hinge aren’t alone in making video a key feature in their updated user experiences.

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​”​On Hinge we encourage our members to be authentic with one another because we know that leads to the best connections,” explains Hinge founder and CEO Justin Mc Leod.

“Our profiles already do a great job, but video creates the opportunity for our members to learn about potential matches in a way that simply can’t be captured with still photos and text.​” The company will also encourage video adoption, too, by showing Hinge profiles with video to five times more people it says.

The company this week announced its plans for a Stories feature, too.

In Match’s case, the stories can stretch to 60 seconds, as compared with Bumble’s 10-second videos, for example.

“It’s more of a way to storytell, and express yourself beyond a photo,” explains Bumble co-founder CEO Whitney Wolfe, “but in a way that was native to how we in our audience already use social media video.

We didn’t want to reinvent the wheel – we wanted to just take what was already working well in other platforms, and give them the opportunity to do that with people they don’t know yet, versus their friends,” she says.

Zoosk says the blur fades over 40 seconds, but you can tap “Add Blur” whenever you like to remain hidden.

“Lively is about creating fun ways to help people connect, not just match,” says Zoosk’s SVP of Product Behzad Behrouzi.

This helps users instantly feel more comfortable, the company explains, without having to worry about what they look like right away.

As users continue to talk, the blur fades away – but users can opt to add it back if they want to remain hidden.

Bumble says it decided to hold the feature back because it would make more sense from an engineering perspective to launch it in the rebuilt app arriving this fall.