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They also measure the effectiveness of different profile elements.

Externally, they pay attention to discoveries by others key players within the market, especially Ok Cupid.

If all goes according to plan, Match Stories should be an efficient way to convey what your life is like and what matters to you — "Here's me fishing with my brother," or "I love to travel and have been all over the world," or, even better, "Here are my seventeen beloved Pomeranians." And while a photo and video compilation by itself doesn’t exactly feel revolutionary, the voice over is really the game changer.

It obviously lets you hear the person’s voice, which, if you’ve ever fallen for someone over chat only to realize they had an annoyingly high-pitched giggle in person, you know is crucial.

We talked to Julie Spira, an online dating expert who has been tracking trends in this growing industry for 20 years.

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