Since Tinder was introduced to the market in 2012 (a kind of revolution in the online dating space back then), the world underwent several massive changes, including widespread adoption of dating apps among the young generation (and of course, the outbreak of COVID-19).

The simplicity of Tinder has swept the world for eight years now, and the US-based firm has built an empire on its own, becoming a benchmark for many modern dating apps, which are looking for ways to fix the ‘flaws’ of Tinder and introduce a ‘perfect’ product.

The runaway success of Tinder also prompted many dating apps to enter and try out their luck in the Asian market, with the hope that Artificial Intelligence and new-age technologies could bring home the love.

This led to a massive growth, particularly in Southeast Asia, a rather conventional region in Asia, with Singaporeans, Malaysians and Indonesians all collectively spending US$18.7 million on dating apps in 2019.

And now, faced with the seemingly unfazed pandemic that wiped out half of the options of dating out there, this number is expected to increase as it is the only option left for romantic social interaction.

Video conferencing in online dating

According to Shn Juay, CEO of Singapore-based dating app Paktor, online video-based dating is expected to soar in the coming years.

Indeed, online video-based dating was already a hit way before the novel coronavirus devastated the world.

“About six to seven years ago, users of online dating apps used to feel content just seeing pictures of potential suitors and reading their bio. But today, video conferencing has improved with better internet networks and smartphones, forcing dating platforms to pivot to cater to video features even before the pandemic hit us.”

Also Read: Top reasons why we download dating apps but neglect using them afterwards

Juay noted that most dating apps were already adding video functionality to the apps. As per a BBC article, global dating platforms such as eHarmony, OKCupid, and Match have reported a big rise in video dates, while Tinder rolled out its own video dating function back in June.

Quoting the Tinder CEO Elie Siedman, the article explains that the video call service operates on a double opt-in policy, allowing both sides of the match to agree to it for free and supported by a team of moderators.

Siedman added that the changes to dating — brought in by lockdowns — have merely accelerated a generational change Tinder was already tracking in focus groups. As per this, video has become the key preference, thanks to a whole new, tech-savvy generation joining the app that has grown up immersed in social media apps and seen that virtual world as something natural.

COVID-19’s blessing and curse

After the lockdown was imposed by governments across the world, many dating apps saw a rise in the number of users. Tinder, for example, made three billion swipes worldwide on March 29, the most an app has ever recorded in a single day.

In the UK, the BBC report added, daily conversations rose by 12 per cent between mid-February and end-March.

However, in terms of subscription, there was a slow-down in the number of paid users but data showed that new sign-ups for premium membership picked up when life gradually returned to normal.

As for Paktor, Juay highlighted the need to be creative in the process of using video platforms as the first place for matched couples to have their first date. “People are now more open-minded to meeting online for the first time, where they initially demanded to meet in person as it feels more real. But with physical distancing imposed by the government, it’s getting hard.”

As per a Paktor data, as many as 80 per cent of its users have seen video conferences in a new light and had an appreciation for dating via videos.

Esther Chang, Co-founder of Singapore’s DateOut, a curated marketplace app to provide experiences and activities targeted at couples and tourists, shares that although the number of online dating users has increased, the ultimate goal of a couple is still to meet offline.

Also Read: Paktor CEO on why online dating is better than a school or workplace romance

“However relevant it is now, the online meeting doesn’t allow for the observation of preferences, understanding the vibe that you give off, things such as smell and body language; it’s not something accessible via virtual meeting. I think with this setting, people start to lack in physical social interaction that can lead to a decrease in settling down for a committed relationship,” observed Chang.

Juay also shared a similar sentiment. “What doesn’t change from a tech perspective is that these tech platforms are neutral ground for finding prospective matches, but for romantic relationships to work, they have to end up offline. That won’t change.”

A safe step in online dating

Juay has, however, pointed out video dating apps have many benefits as they can be a step into a dating in the real world.

“Video dating is now more and more common and it will be more natural, moving forward. It will be a common step moving forward because it actually has a lot of benefits as a great first litmus test,” Juay said.

Juay then went into details how video calls can help eliminate what she called ‘distractors’.

“Meeting someone for the first time through an online video can be a good way to stay safe indoors, without you trying too much to look good. Logistics-wise, it is a lifesaver for us, especially females,” Juay said.

In addition to that, there’s also an opportunity to immediately end the conversation if you don’t feel comfortable or you don’t get along with the prospective match.

“Dating can be exhausting as it can take weeks to set up. Video dating can just get you to your first date almost immediately. You can just schedule a lunch call together and can do video calls multiple times without being exhausted, all before meeting in real life and with no logistics involved such as worrying about splitting the bills,” she added.

Personalisation and localisation is the future

In Southeast Asia, online dating has become more of an option. It is not just because of the lockdown but also because experts have found the tendency of keeping dating secret actually works for Southeast Asians.

Applications such as Tinder, OkCupid and TanTan are great for finding matches but genuine conversations, dates and successful relationships rarely come from them.

In a recent article published by GenT, it was revealed that Paktor has been tapping into a need for discretion by changing the rules and only requiring people to enter a phone number to join, rather than link to a social media account.

So now with video dating taking up the industry by storm and providing another step before in really going all in for a date, what’s next?

“When you’re behind the screen, you can fake things. It’s so easy to fake things, and it’s really important that all these dating sites have proper screening and make sure that the matchmaking is done on a personality basis to reduce the time spent to find ‘the one’,” Chang adds.

Also Read: Why Tinder beats Bumble and the world is still not ready for a feminist dating app

However, these dating companies can’t be held accountable for anything fishy coming up from their sites — if they have already taken the necessary safety precautions.

“If a dating company has done services for safety measures like a hotline, suspended any accounts after a thorough background check, and red-flagged users who harassed other users, then that’s it. So far, in the dating industry, that’s about it,” Chang said.

But there’s always more to it.

“As not everyone is naturally good at making conversation, we can educate people through webinars or masterclasses on these basic social skills and getting individual perspectives. This way, dating apps and platforms can also facilitate a social skill and can become a good launch way,” Chang said.

Juay also agrees to this type of personalisation in dating app and online dating.

“I think many people can benefit from such education, as communication is also crucial in dating and everybody approaches it differently. Fewer people will experience rejection due to their lack of basic communication skills, and more people will gain confidence that they need to succeed in dating,” Juay said.

Paktor, in collaboration with Singapore Development Network, provides dating content such as steps in online remote dating with video, co-produced with Fleek and Paktor’s GaiGai, as well as promoted remote dating content through a webinar.

Gaigai is a traditional matchmaking business run by Paktor Group, where customers can come to them for a consultation and it helps arrange first dates. This offline arm worked very closely with Paktor as the online meeting ground.

In its Singapore’s headquarters, Paktor has a team that can act as trained moderators joining in a call with two people meeting for the first time in a video call. These moderators become a buffer between the couple, especially if they have stated their concern over conversation dying down. “Icebreaking is hard,” Juay added.

Now, it’s up to the dating apps to make sure they remain relevant and engaging in a tech-enabled setting. What tricks up their sleeves next to make users feel like it’s worth their time to try finding love online and at the same time, gain value from it.

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Image Credit: Pratik Gupta on Unsplash

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