Dating apps are, in their own way, a form of social networking – especially as they expand into new areas like friend-finding or professional networking.

So it only makes sense that they would adopt video as well, given the growing popularity of the format on social apps like Facebook, Instagram and Snapchat, as well as the industry’s larger embrace of “Stories” as a means of offering an angle into people’s lives, activities, and interests.

The company this week announced its plans for a Stories feature, too.

In Match’s case, the stories can stretch to 60 seconds, as compared with Bumble’s 10-second videos, for example.

Now, Zoosk is pushing the bar even further in terms of video with the launch of live video chat.

The feature, which will be public on Wednesday morning, is designed to help users make connections with people that extend beyond dating.

“It’s more of a way to storytell, and express yourself beyond a photo,” explains Bumble co-founder CEO Whitney Wolfe, “but in a way that was native to how we in our audience already use social media video.

We didn’t want to reinvent the wheel – we wanted to just take what was already working well in other platforms, and give them the opportunity to do that with people they don’t know yet, versus their friends,” she says.(The videos imported from social networks can be longer than 30 seconds, Hinge notes.) Instead, Hinge believes support for videos will allow members to better show who they really are, by sharing fun or memorable moments and activities from their lives.This continues the dating service’s larger mission of helping users find relationships, not casual encounters.In the updated app, users will be able to pick a topic and start chatting with others who are also available to chat.But unlike with Lively’s profile videos, the chat feature allows users to start their session with their screen blurred.This helps users instantly feel more comfortable, the company explains, without having to worry about what they look like right away.