Lolly differs from other dating apps in that it aims to match people based on mutual interests, which are conveyed in the short videos they post. Users scroll through a vertical TikTok-style feed and view videos according to their interests. Rather than swiping left or right, users ‘clap’ videos that they like, and they can offer up to 50 claps on a single video to feed the recommendation algorithm. If you clap someone's video, you're likely to see content from that user again in your feed.

The goal is to give Gen Zers a chance to showcase their personality as well as offering more than one chance to make an impression. “We saw this disconnect where people couldn’t tell their story on Tinder. Gen Zers felt like we weren’t heard,” says co-founder Marc Baghadjian.

The goal is to give Gen Zers a chance to showcase their personalityCottonbro (2020)

It's no surprise that dating apps saw an uptick in usage during the pandemic, as social distancing measures made IRL meetups impossible. Apptopia reports that dating apps experienced substantial growth between September and October 2020, including Match (21%), OK Cupid (21%), and Bumble (16%). A number of apps adapted in the pandemic climate to make virtual dating feel more intimate; Hinge, for instance, introduced Date from Home for the 70% of users who are interested in going on digital dates. But digital dating can come with its own breed of social anxieties, especially for women. Apps like Lolly and Clik’d, which make the experience more personalized and meaningful, are going some way to lift the pressure.

Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the hows and whys of people and culture, she has a background in social sciences and a degree in marketing. You can often find her in aesthetically pleasing restaurants writing articles for her Medium profile.