Tinder is making a push into video with the acquisition of Wheel, a collaborative video messaging app that functions similarly to Snapchat's "Live Stories" format. The dating app hasn't announced any specific plans for video content, but short clips seem prime for integration into users' profiles and conversations.
Wheel was founded in 2015 under the name Ferris and has been used by the likes of Arnold Schwarzenegger. Wheel co-founder Paul Boukadakis, along with Wheel employees, will join the Tinder team.
Wheel was created to "lower the barrier for entry to content creation" and to "make connection more comfortable", said Boukadakis.
Large companies like Snap and Facebook already have those features deeply integrated in their extremely popular apps like Snapchat and Instagram, and users simply didn't feel the need to migrate to yet another video-centric social network. "There was a lot of synergy with what we were doing and what they were doing". Tinder now has 1.7 million paying users, and has made more than 20 billion matches since its launch.
Wheel, which collects videos related to certain themes, could make Tindermore than just messages between two people or quickly swiping to the left.
'I'm excited Paul is joining our product team to drive special initiatives that leverage his experience connecting people around innovative content'.
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.