The site will also soon be introducing something which is now internally called “The Like Machine,” which will enable the site to create virtual affinity groups, and help daters meet other people who are interested in similar music, books, and so on.
The topics and categories that you follow will show up on your profile, and the site will also be hosting a database of categories people can search through to find users with similar interest graphs.
Nerve also has a “Last Night” feature, which Mills says is a bit like a checkin, in that users are encouraged to write what they did the night before.
When creating a new dating website (or really any other consumer-facing web business), scale is one of the biggest challenges, and online dating really doesn’t work unless there is a crowd of people on the site ready for love.
Nerve Dating already has over 10,000 users, and Mills says that the team is already hearing success stories.
Nerve is also hoping to leverage the community its created around its lifestyle and culture publication, hosting live events for people to mingle and hang out, to facilitate yet another opportunity for users to move their online identities into the real world.
Innovating in online dating is tricky, and Nerve seems to be off to a great start by giving people a more casual platform through which to interact and meet new people.
This seems to be evidence that, while people want their dating lives to be social, it’s all about discovering new people, they don’t want to be followed by their social graphs, people want to be anonymous.
Though Mills is open to potentially integrating with Spotify, or Good Reads — sites that would enable people to share personal information without porting their entire social profiles.
Walking across the room to introduce yourself to someone you don’t already know? That can be challenging, and it’s something that sites like Commonred identify with, as they attempt to meld the meetup and “new people” discovery space, inhabited by startups like Sonar, Meetup, and Lets Lunch, with professional networking sites/apps like Branchout and Hashable.
Just as Shaker launched to bring a fun, interesting way to socialize on Facebook, Nerve is trying to make dating more like an enjoyable cocktail party, something that’s more natural and casual than an awkward blind date.
Sean Mills, the CEO of Nerve Dating, agrees that online dating today still feels like a search for the best deals on airline tickets.