Facebook Sparked: Testing Video Speed Dating Events

Facebook is Evaluating a New Video Speed-Dating Application: Sparked

Facebook has verified that it is currently testing a new application designed for video speed-dating, known as Sparked. This development followed reports from The Verge after the application’s website was discovered.

Unlike established dating platforms like Tinder, Sparked diverges from the conventional swipe-based system and direct messaging. Instead, users participate in a series of brief video dates within a structured event to facilitate connections.

Development and Initial Testing

The application is being developed by Facebook’s internal research and development division, the NPE Team. However, it had not been formally announced to the public prior to the recent reports.

A spokesperson from the NPE Team confirmed to TechCrunch that “Sparked is an early experiment by New Product Experimentation.” They further stated that the company is investigating how a video-centric approach to speed dating can enhance the online dating experience for users.

The current phase involves a “small, external beta test” intended to gather insights into the viability of video dating and refine Facebook’s products. Currently, the application is accessible only via the web and is not available on app stores.

Sparked is scheduled to pilot the experience at a Date Night event in Chicago on Wednesday, as highlighted in The Verge’s coverage.

How Sparked Functions

During registration, Sparked encourages users to “be kind,” maintain a “safe space,” and “show up” for their dates. The application’s workflow involves participants engaging in four-minute video dates.

Successful initial dates can lead to a ten-minute follow-up. Participants also have the option to exchange contact information, such as phone numbers, email addresses, or social media handles.

Facebook’s Existing Dating Product

It’s important to note that Facebook already offers a dedicated dating application, Facebook Dating.

Launched initially outside the U.S. in 2018, Facebook Dating became available in the U.S. the following year. During the onset of the pandemic, Facebook introduced virtual dating features leveraging Messenger for video chats, mirroring a trend adopted by other dating applications.

These video features could potentially present competition to Sparked, unless the new product is intended to integrate as an additional feature within Facebook Dating itself.

Challenges and Competition in the Dating Market

Despite its potential reach, some analysts caution that Facebook’s success in the dating market is not assured. A common perception is that Facebook is not primarily a platform for finding romantic partners.

Furthermore, Facebook Dating is currently separated from the main Facebook application to address privacy concerns. This separation limits its ability to fully utilize Facebook’s network effects, as users may prefer to keep their dating activities private from friends and family.

The dating market is highly competitive, with established players like Match Group and Bumble demonstrating resilience even during the pandemic. For example, Tinder’s direct revenues rose by 18% year-over-year to $1.4 billion in 2020, according to Match Group reports.

Facebook’s Dating Performance and Future Outlook

Facebook has been relatively reserved in sharing details about its dating initiatives. While the company reports over 1.5 billion matches across the 20 countries where it’s available, a “match” does not necessarily equate to a successful relationship.

The Facebook Dating product was only recently extended to European markets in the fall of the previous year, indicating it is still in its early stages of development.

The NPE Team’s experimentation with speed dating may provide valuable insights into the types of new experiences that dating app users desire and how to best deliver them.

The company has not yet announced any plans for a wider rollout of Sparked.