Dating startup S’More launched a new feature called S’More TV, which CEO Adam Cohen-Aslatei said could give users new ways to talk to each other. It also brings the startup closer to its goal of becoming not just a dating app, but a “lifestyle brand”.
The videos on S’More TV may be known to the following people the company on Instagramwhere Cohen Aslatei has hosted dating-related interviews with celebrities like WWE stars Chelsea Green and Leah Van Dale, models Nichole Holmes and Sarah Miller, and Mary Fitzgerald from Selling Sunset. But now these videos have a home in the S’More app themselves.
Cohen-Aslatei said this wasn’t the original plan when he started shooting videos for S’More Live, but eventually he and his team decided to make more of their “nearly 50 hours of exclusive celebrity content” and watched they as “the first” in organic possibility to have content that is not related to a dating profile “in the app. He suggested that not only does this give users another reason to open the app, but it is also a crucial conversation starter.
After all, anyone who had to start a conversation on a dating app will likely remember moments when they struggled to find anything better than “hey” or “how’s it going?” – and S’More presents unique challenges in this regard as the app blurs all user photos until you have had a real interaction. Cohen-Aslatei said these videos can encourage more natural conversation so that users can “really talk about topics that are important to them.”
Credit: S’More
The S’More app now includes prompts directing users to watch S’More TV, where anyone can watch and comment on the videos. Posting an especially colorful comment can help generate potential matches and it gives them an easy starting point for the conversation.
In fact, Cohen-Aslatei claimed that since S’More TV was released in beta testing, the first day retention of the app (the number of users who open the app one day after installing it) increased by 15% until the mid-1960s has risen. “While the time in the app has doubled.
He also said that S’More Live is fast approaching its 100th episode, but you won’t see all of those episodes on the app right away. Instead, the company will add 15 new videos to the S’More app every month.
In addition, S’More introduced a new feature called Cover Images. This is basically the only exception to the blurry photo rule (although it sounds like even that photo is subtly distorted), allowing users to show a single picture of their friends, life, or personality before they even start a conversation .