Dating app Snack is coming to the aid of single Gen Z customers facing “single shaming” during family holiday get-togethers.
Snack combines the matching algorithms of a dating platform with the ability to flirt-stream your life on video, as many already do on several social media platforms. Users share videos of themselves on Snack to match, communicate and build potential love connections.
The video-only dating app (think TikTok meets Tinder) soft-launched six months ago with $5 million in seed money. Founder Kim Kaplan was one of the original employees of Match.com and Plenty of Fish.
Snack is one of the top 10 most downloaded dating apps in the country and the app currently averages 2.5 million video views per month.
The company uses primarily nontraditional marketing.
“We listened to what Gen Z is looking for in a dating app and found the authenticity and full dimensionality of video was actually the best way to find a ‘snack’ in real life,” Kaplan says. “The entire app, from logo design to functionality, was designed for and with heavy consultation by Gen Z.”
Recognizing that Gen Z uses TikTok as a medium to discuss relationship issues, Snack is creating content to encourage engagement in those conversations.
The most recent host, bisexual influencer Anna Summit (annabananaxdddd), who has over 12.6 million TikTok followers, has gained over 7 million likes on her popular “Dating on Snack” videos. One such video features Anna selecting the person she finds attractive based on their voice.