Kimberly Kaplan, an early employee and former executive at Plenty of Fish, recently launched Snack, a video first dating app, according to a report in Techcrunch.

• How does it work: Snack asks users to record and upload a video and post it to a feed, similar to how Instagram works. When someone likes a video, the ability to comment is enabled. Once users have liked each others’ videos, they are given the opportunity to connect through direct messages.

• Foundations for growth: The company, which has 10 employees so far, has raised $3.5 million from Kindred Ventures, Coelius Capital, Golden Ventures, Garage Capital, Panache Ventures and N49P.

Kaplan told Techcrunch the firm will likely model their monetization strategy after other dating apps, “employing premium subscriptions and potentially ads.”