INFO Video chatting allows Bumble users to safely connect in-app, without exchanging any private personal information like phone numbers or social media profiles. It is a powerful safety tool which allows enhanced, more real-life like connection, without risk of harassment.

The goal of the video chat campaign was to alert users of the option and interrupt the current match etiquette. Typically users match, then exchange messages in-app, then exchange personal information, then converse digitally out of the app, then maybe meet in person.

The video chat feature is meant to disrupt this pattern by allowing users to have an in-person interaction at step three, rather than step five. The launch targeted a millennial audience, marketing the video chat as a shortcut for dating. Focusing on the fun, convenience of the feature rather than alerting users to the safety benefits it provides kept the tone light and approachable.