s'more Dating App Launches Celebrity Content with s'more TV

S’More Introduces S’More TV for Enhanced User Engagement

The dating platform S’More has unveiled a new feature, S’More TV, intended to foster more meaningful interactions between its users. According to CEO Adam Cohen-Aslatei, this addition represents a step towards transforming S’More from a simple dating application into a comprehensive lifestyle brand.

Celebrity Content Now Integrated Within the App

The video content featured on S’More TV will be recognizable to followers of the company’s Instagram account. Cohen-Aslatei has previously hosted interviews with various celebrities, including WWE personalities Chelsea Green and Leah Van Dale, models Nichole Holmes and Sarah Miller, and Mary Fitzgerald from “Selling Sunset.”

These interviews are now directly accessible within the S’More application itself.

From Live Streams to On-Demand Viewing

Initially, the creation of videos was undertaken for S’More Live, but the team subsequently recognized the potential of their extensive library – encompassing almost 50 hours of exclusive celebrity interviews. They determined this content offered a unique, organic element within the app, distinct from traditional dating profiles.

This feature is designed not only to increase app usage but also to provide users with a natural springboard for initiating conversations.

Addressing the Challenge of Initial Contact

Starting conversations on dating apps can often be difficult, frequently defaulting to generic greetings like “Hey” or “How’s it going?” S’More, with its policy of blurring user photos until interaction occurs, presents a particular challenge in this regard.

Cohen-Aslatei believes S’More TV will facilitate more authentic exchanges, enabling users to “discuss subjects that genuinely interest them.”

Prompts and Engagement Features

The S’More app now incorporates prompts that direct users to S’More TV, where they can view and comment on the videos. Engaging comments may attract potential matches and provide a convenient starting point for dialogue.

Positive Impact on User Retention and Time Spent in App

Cohen-Aslatei reports that beta testing of S’More TV has yielded promising results. Day One retention – the percentage of users returning one day after installation – has increased by 15%, reaching the “mid-60s.” Furthermore, the average time spent within the app has doubled.

S’More Live is nearing its 100th episode, though not all episodes will be immediately available within the app.

New Content Rollout and Cover Photos

The company plans to add 15 new videos to the S’More app each month.

Additionally, S’More has introduced a new feature called cover photos. This allows users to display a single image – subtly altered from a standard photo – showcasing their friends, lifestyle, or personality, even before initiating a conversation.