Key Takeaways

Is it any surprise that a dating app named “RAW” is committed to authenticity? And it’s inviting users to join in by showing their true selves.

RAW recently announced a new “selfie challenge” as part of a campaign promoting the use of real-time photos on dating apps. Each week, the app selects three winners based on the authenticity, uniqueness, and/or thoughtfulness behind their spontaneous, unfiltered selfies. 

Most interestingly: The winners all receive a financial reward. 

The selfie challenge is RAW’s way of encouraging authenticity while not-so-subtly driving engagement. The app pops into people’s lives once a day with the instructions to take a real, raw, unedited selfie.

Once the user receives the randomized notification — which can pop up anytime, anywhere — they take a dual-camera photo. The front-facing photo shows the user in all their glory, whether they’re all dolled up for a party or sitting at home in sweats. The rear-facing photo shows the user’s location, which gives viewers an idea of what the user does in their everyday life. 

The randomized notifications ensure that the user’s photos for the selfie challenge are 100% the real deal — no filters, no screenshots, no photo editing. Just someone in their natural habitat, who is willing to show their authentic self for the chance to make an equally authentic connection. 

“It’s designed to capture life as it is: mundane, chaotic, or somewhere in between,” according to a press release about the selfie challenge. “The second photo becomes a conversation starter, revealing what matters to each person.” 

RAW analyzes these selfies and chooses three winners based on the creativity and originality of the photos. And yes, the three weekly winners of the selfie challenge receive a financial reward for their efforts. Although not clearly stated, RAW implies on its website that winners can receive anywhere from $50 to $100 to $500. 

While the winners roll in the dough, RAW rolls in the engagement: 65% of the app’s users have participated in the selfie challenge, which has helped user activity jump by 35%, according to the press release. 

Although the contest is temporary, it has generated a lot of interest — and clicks, said RAW’s co-founder Marina Anderson.  

“The contest is going strong, with new winners announced every Friday,” she said. “All users can participate just by being active on the app!” 

It’s unclear how long the contest will last, but the app’s dedication to authentic connections is as clear as it gets. “Say goodbye to catfishing and photoshopped pics,” according to RAW’s site. “With RAW, what you see is what you get.”