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But she now believes "We’re as good or better than any other dating app out there." They’ve now turned their attention, she says, to setting themselves apart from the competition and exciting their existing users.

Stories is a big part of how they plan to do that, and to that end, they’ve gone in hot.

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.

Those people, especially when they are paid subscribers, are more inclined to invest the time — even if it’s only requires a few minutes — to craft a video profile.

If all goes according to plan, Match Stories should be an efficient way to convey what your life is like and what matters to you — "Here's me fishing with my brother," or "I love to travel and have been all over the world," or, even better, "Here are my seventeen beloved Pomeranians." And while a photo and video compilation by itself doesn’t exactly feel revolutionary, the voice over is really the game changer.

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.

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

Offering them a real way to read chemistry without having to invest the time and energy of actually meeting IRL could be enough to make them take a second look at the old standard.They’ve dedicated somewhere between 20 and 30 percent of their development capacity to the project, which they’ll begin testing in a few markets this summer and will roll out nationally later this year.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.Or you’re 42 and you’re divorced and you’re ready for a real relationship, then we are probably the place you go to." That’s why Match is highly focused on creating "features that allow you to create real connections," and Ginsberg is committed to pushing even further with video in the future.She says, "The best situation is that by the time people go on a date, it feels like a second date.