S'More

CEO Adam Cohen-Aslatei on S’More TV

Image: S'More

Dating app S’More is testing a new feature called S’more TV, offering users access to celebrity interviews and other videos the company has produced.

S’More TV was inspired by the company’s Instagram Live feed, where CEO Adam Cohen-Aslatei has been interviewing reality TV stars, WWE athletes and models about their dating lives and other dating-related topics. After gathering more than 50 hours of content according to Tech Crunch, he decided to launch the new feature and provide the content directly to users from the app as a “conversation-starter.”

To promote the new feature, S’More users will now receive prompts directing them to watch S’More TV, where they will be able to comment on the videos. Commenting is encouraged, because the feature is intended to help users attract potential matches as well as giving them a starting point for conversation.

Dating app S’More announced that it raised $2.1 million in VC funding, and plans to expand its team and create original content for digital platforms and TV networks.

According to Tech Crunch, the app has seen a boon in subscribers since the pandemic hit. S’More stands for “something more,” advertising that its platform for more serious daters. Studies conducted in the past few months show that COVID-19 has changed attitudes towards online dating, and that singles are now looking for relationships rather than hookups and taking their time by virtual dating before agreeing to meet in person. 

S’More has capitalized on this trend. The company just launched a redesign in January including a virtual chat feature which, similar to its profile photos, blurs the screen for participants until you get to know each other. (The more you talk, the clearer your date’s image becomes.) The app also added real-time conversation prompts and the ability for its users to pay to promote their own profiles.

S'More Dating App Launching Soon for iOS

Adam Cohen-Aslatei, the former Managing Director of gay dating app Chappy, believes today’s singles are looking for “something more” than mindless swiping and superficial, appearance-focused dating platforms. That’s where S’More comes in. Cohen-Aslatei’s new dating app is designed to prioritize getting to know someone before deciding if you’re interested in them — and before you’ve even seen what they look like.

“Ten years ago, casual dating apps made it easy to find people nearby and the hook-up culture was born,” said Cohen-Aslatei. “Then came the second generation of dating apps with a lifestyles appeal, still for casual connections. However, most of the apps were still based on a ‘Hot or Not’ game, and while fun, left the majority of people hopelessly single. A reliance on dating the perfect selfie hasn’t worked, and today millenials are transitioning to relationships apps that focus on getting to know the whole person, which is critical when you’re looking for a relationship.”