Snack’s video-led dating app concept
Are online daters excited?


of Americans are active on Snack, the new video-led dating app, as compared to 9% of Britons


of Americans have had a good experience on Snack so far as compared to 78% of Britons


of Americans and 30% of Britons think Snack will be a threat to other popular dating apps

Snack, a TikTok-style video-first dating app, was launched earlier this year with a significant focus on attracting Gen Z users and investors alike. This report delves into people’s opinions of this new concept and their take on the ever-evolving world of online dating.

A new dating app in town aims to move beyond regular filtered images and brief bios to allow daters a better experience while choosing their match. Billed as a cross between Tinder and TikTok, Snack is the latest entrant into the expanding online dating universe and has been designed primarily with Gen Z in mind. Cashing in on the short video craze, Snack allows users to post their TikTok-like videos to a feed to provide a more authentic peek into their personality, interests, and lifestyle. To those wary of awkward DMs and unpleasant encounters, will this new video-led dating app concept be an exciting new thing, or will it be seen as just another extension of the ‘fake social media lives’ phenomenon? Piplsay polled 20,500 daters in the US and 4,460 in the UK to get some insights. Here is a summary of what we found:

Other Insights

  • 26% of Gen Zers in the US and 24% in the UK are already active on Snack, while 13% Gen Zers in the US and 14% in the UK are interested in joining it soon
  • An equal 79% of Gen Zers in the US and the UK are happy with their experience on the Snack dating app
  • 70% of Gen Zers in the US and 67% in the UK believe videos can be more authentic than pictures and bios
  • 49% of Gen Zers in the US think Snack will be a threat to dating apps like Tinder and Bumble as compared to 54% in the UK

Survey Methodology: This Piplsay survey was conducted nationwide in the US and the UK from May 29-31, 2021. We received 20,500 and 4,460 online responses respectively from individuals aged 18 years and older.

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