Tinder could be launching a Stories feature, and we're not talking about a place where users reveal the most bizarre conversations they've had on the platform. Instead, there is a really strong possibility that the dating app adds some form of a video feature.
Tinder announced on Thursday it acquired the startup Wheel, the L.A.-based company that has developed a social network app where users share "video stories."
The acquisition means it will probably follow in the footsteps of Instagram and add some kind of Snapchat-like feature.
Originally founded in 2015 under the name Ferris, Wheel is a place where users can create and share videos based on a theme, with friends being able to collaborate on other's "stories." Think of it as Snapchat Stories that are edited and mashed together among friends to create videos that expand on the original story posted.
Although financial details about the acquisition were not released, the video sharing app raised $3.2 million in venture capital funding to date, including $2 million from Upfront Ventures back in 2015.
Both Wheel CEO Paul Boukadakis and CTO Chris Shaheen, along with two other co-founders will make the move over to Tinder. Boukadakis will take on the roll of VP of special initiatives at Tinder, Shaheen will hold a senior position on the dating app's engineering team.
As video storytelling continues to be an important feature on social app, it's intriguing to think about how Tinder will integrate Wheel's expertise to launch some kind of video feature in the near future.
This isn't Tinder's first crack at expanding its social features. It previously launched Tinder Social, a group feature that helps users plan hangouts with friends.
It also isn't the first time it had a Snapchat copycat feature. Tinder previously allowed users to send photos that disappeared after 24-hours to their matches. Interestingly enough, the feature was called Tinder Moment. The company got rid of it back in 2015.
A new video feature would be another way to continue to hook young adults to signing up for a Tinder account, and pay for its premium subscription Tinder Plus that costs $10 per month. Tinder currently has 1.7 million paying users, and has made more than 20 billion matches since its launch.
A Tinder Stories video feature could look something like video messaging within its social group chats, or maybe be a private video feed with love or hook up-related filters to help show users to their matches with the best lighting.
It remains a mystery what this new video feature will be but it is expected to bring users "together to create."
