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Stories comes on the heels of another successful product launch earlier this year: Missed Connections, which matches you based on locations you've both frequented. Somewhere around 60 percent of users have opted into it since its debut in January, and Ginsberg has similarly high expectations for Stories.

She says, “I will be shocked if not everyone watches video — because how can you not?

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Partly because there was no need to fix what wasn’t broken.

People were happily swiping away, so why add something that was complicated and expensive and not necessarily in demand?

” Video does seem irresistible as the next frontier in online dating, but will this particular way of doing it be enough to help Match capture people’s hearts again?

"We’re really clear on what we are and what we’re not.

It obviously lets you hear the person’s voice, which, if you’ve ever fallen for someone over chat only to realize they had an annoyingly high-pitched giggle in person, you know is crucial.

In fact, in their most recent Singles in America survey, Match found that 72% of singles think "someone’s voice makes a person attractive." So if you can gauge that right off the bat, you’ll be able to save yourself a lot of trouble. Are they off-puttingly taken with themselves or too reserved for your taste?

For new apps that have attempted to make video their main attraction, it’s proved difficult to build up a sizable user base and moderating all that content to keep the inevitable creeps off the platform is a behemoth task.

Match is in many ways uniquely positioned to succeed where others have failed. And unlike Tinder (which is owned by the same parent company as Match) and other more casual apps, Match has a pretty dedicated community of people who are there looking exclusively for serious relationships.

Ginsberg is the first to admit that Match lagged behind during the massive shift to mobile, and they’ve spent the last few years playing catch-up.

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