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Zoosk says the blur fades over 40 seconds, but you can tap “Add Blur” whenever you like to remain hidden.

“Lively is about creating fun ways to help people connect, not just match,” says Zoosk’s SVP of Product Behzad Behrouzi.

This week, both Hinge and Zoosk’s Lively are rolling out support for video, each in their own way.

Hinge, for example, will now allow users to augment their user profiles on the service with video.

​”​On Hinge we encourage our members to be authentic with one another because we know that leads to the best connections,” explains Hinge founder and CEO Justin Mc Leod.

The feature, which will be public on Wednesday morning, is designed to help users make connections with people that extend beyond dating.

But these newer dating apps like Lively, Bumble and Hinge aren’t alone in making video a key feature in their updated user experiences.

Even longtime dating giant is getting into the video game.

“It’s more of a way to storytell, and express yourself beyond a photo,” explains Bumble co-founder CEO Whitney Wolfe, “but in a way that was native to how we in our audience already use social media video.

We didn’t want to reinvent the wheel – we wanted to just take what was already working well in other platforms, and give them the opportunity to do that with people they don’t know yet, versus their friends,” she says.

Similar to Snapchat and Instagram, Bumble will support short-form videos recorded live or in the past 24 hours, which can be either posted to your profile for all to see, or only shared with matches.

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