Badoo Dropping Its Swiping Feature for Live Video

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Badoo Live

Dating app Badoo, which boasts a record 388 million users, has announced that it will be dropping the swiping feature from its dating app. The company plans to replace swiping with a new feature called Badoo Live which features live video.

According to TechCrunch, Badoo received feedback from users that they were getting tired of swiping, and were looking for a “more authentic” way to online date. The company wanted users to be able to get a better glimpse of potential matches before making decisions to meet, and thought the best way to do this would be through video.

Badoo Live will be similar to Facebook Live, in that users will be able to message their matches while recording their own live video, offering instant interaction to build connection. People can also watch video in playback mode, also similar to Facebook Live. Badoo will also offer a “Badoo Live” tab that users can click on to see any live videos happening that moment.

Andre Andreev, Badoo’s CEO and Founder told The Standard UK: ““We are testing the removal of our ‘encounters’ feature, as our research shows that people now value real life interactions and want to see more of the person behind the profile picture.”

It’s been speculated that Badoo’s reasons for eliminating the swipe might have to do with a patent and infringement lawsuit Tinder filed against Bumble, mostly in regard to the swiping feature. (Badoo owns a majority stake in dating app Bumble.) However, according to TechCrunch, Badoo denies that this is a reason it is dropping the feature. The company surveyed 5,000 of its users to find out if they like the swiping feature, and how receptive they would be to video, and found that the majority were sick of swiping.

Badoo users might be more open to video thanks to apps like Snapchat and Instagram stories. When Badoo surveyed users, 74 percent said they were looking for more “real-life dating experiences” and 68 percent said they “dislike swiping” because it’s “shallow interaction” according to TechCrunch.

However, a whopping 83 percent of respondents said they were more comfortable with live video to decide whether or not they wanted to meet someone.

Interestingly, TechCrunch also reported earlier this year that Tinder is testing a new video feature of its own called Tinder Loops. It’s not live, but users can record short video and add to their profiles, so matches have a better idea of their personalities. And last year, Match rolled out its own video feature.

It seems the online dating industry is headed toward video, whether or not swiping remains a feature in most dating apps.

Badoo’s new live video feature will launch this summer. For more about this dating app you can read our review of Badoo.