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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 says users can add videos up to 30 seconds long, by pulling from those that already exist on their phone.

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.

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 week, both Hinge and Zoosk’s Lively are rolling out support for video, each in their own way.

Hinge, for example, will now allow users to augment their user profiles on the service with video.

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

Even longtime dating giant is getting into the video game.

However, a later version of the app will allow for a semi-permanent way to keep them.

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