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Again, the idea is that using video can show off someone’s personality much better than static, photo-only profiles.

Now, Zoosk is pushing the bar even further in terms of video with the launch of live video chat.

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

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

However, it’s shying away from short-form, disappearing videos like those found in Instagram, Snapchat, or Messenger “Stories.” In fact, Hinge will not prompt people to take a front-facing video at all, only those pre-recorded or previously shared to Facebook or Instagram.

(The videos imported from social networks can be longer than 30 seconds, Hinge notes.) Instead, Hinge believes support for videos will allow members to better show who they really are, by sharing fun or memorable moments and activities from their lives.

POF users spend, on average, about 10 minutes creating their profile, but those who spend about 20 minutes are twice as likely to leave the site in a relationship.

And POF users who add detail and photos to their profile are four times more likely to meet someone on the site than users who have minimal detail and no pictures.

Shortly after, Bumble will roll out its own video support as well.(It's worth noting, however, that there could be other factors at play.For example, more attractive people might be more willing to share more photos of themselves in the first place.) This research reminded me of some Plenty of Fish data that I wrote about last year.If there's one glaring takeaway from Match's research and Ginsberg's observations, it's this: If you're serious about finding a partner, put as much effort as you can into making yourself stand out.Dating apps are, in their own way, a form of social networking – especially as they expand into new areas like friend-finding or professional networking.

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