The pandemic has not slowed down the dating app S’More – at least according to CEO Adam Cohen-Aslatei, who said that the daily number of active users of the app doubled in March and has not decreased since then.
"When people work from home, they have a lot more time to devote to their relationships," said Cohen-Aslatei.
The app (whose name stands for "a little more") was launched last autumn and is said to have attracted almost 50,000 users. The goal is to go beyond the superficiality of most dating apps, where you first learn about another user and then unlock visual elements (like a profile photo) during the interaction.
Cohen-Aslatei said the team also spent more on marketing to attract a diverse audience, both in terms of racial diversity (which enhances S & # 39; more by not allowing users to filter by race) and on sexual orientation, with 15% of users identifying themselves as LGBTQ.
Of course, meeting someone new can be a challenge when you meet in person, which is a real health risk, but Cohen-Aslatei said S'More users have become creative, like remote dinners, where they are mutually exclusive Order to take away from your favorite restaurants. And now that things are reopening (although some of these reopening are being withdrawn), users are asking, "How do we transform these virtual relationships into IRL?"
To give users more interaction opportunities, the S’More team recently launched a video calling feature. But Cohen-Aslatei remarked, "We had to create it in a way that really fits our app … Women don't really want to see a man right away unless you know if they're scary. ”
For S & # 39; mores video calls, the video is out of focus for the first two minutes, which means that you actually have to start an interesting conversation before you can see who you are talking to and before they see you (a concept that is Viewers of Netflix’s dating show “Love is Blind” may be familiar.
S’More has also expanded geographically and launched in Los Angeles last week (it was already available in Boston, Washington, DC, New York and Chicago). And recently it launched its own video series on Instagram’s IGTV – the S’ # More Live Happy Hour, where celebrities give dating advice.
"There is this negative story of dating apps that maintain negative online behaviors, fake images, and catfish fishermen," said Cohen-Aslatei. "But now we're entering a new era of authenticity in which we're going from super vain to super authentic. S’more is one of those apps that will take you in that direction."