ADWEEK – Hinge is growing despite dating app fatigue, with 39% revenue growth in 2024, outpacing Tinder and Bumble. Its “It’s Funny We Met on Hinge” campaign attracts new users, especially women, by showcasing real-life love stories. Unlike competitors, Hinge spends less on ads, relying on creator-led marketing to engage Gen Z (56% of users). The app prioritizes inclusivity (15% LGBTQ+ users) and launched Match Note to support marginalized daters. Its One More Hour program tackles loneliness, reinforcing its mission to get people off the app and into real relationships – a strategy driving its global expansion.
by Brittaney Kiefer & Paul Hiebert
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