FAST COMPANY – Smaller dating apps like HER, Feeld, and Happn are gaining traction by serving niche communities and offering alternatives to major apps like Bumble and Hinge. "They're not designed to be first-tier," says Eric Resnick, an online dating coach. "They're just designed to serve their niche really well." HER, targeting queer women and nonbinary individuals, boasts 15M users and is experiencing what founder Robyn Exton calls a "sapphic renaissance." Match Group operates community-based apps such as Archer, BLK, Chispa, and Upward. Happn, a French app, connects users who frequent the same locations, appealing to those tired of endless swiping. Feeld, popular among nonmonogamous users, allows users to list intimacy preferences and has seen significant growth among Gen Z.
Category: Archer
Archer: the Next Great Gay Dating App
Niche Dating Apps Thrive as Mainstream Rivals Struggle
FINANCIAL TIMES – Targeted dating apps are gaining traction as mainstream rivals like Tinder and Bumble face user declines. Apps like Grindr and Feeld attract specific communities, such as gay men and those interested in non-monogamy. Grindr's shares have doubled in 2023, contrasting with declining shares of Match Group and Bumble. Feeld has seen a 10% increase in users exploring open relationships and polyamory. These niche apps benefit from a deep understanding of their communities, leading to higher user loyalty and monetization opportunities. Match Group is shifting focus to niche products like Archer, for gay and bisexual men, and other demographically tailored apps to offset declines in mainstream platforms.
Match Group CEO Bernard Kim Pushes for Innovation and Premium Experiences in Dating Apps
WALL STREET JURNAL – Match Group CEO Bernard Kim, known as "GamerBK" on social media, has a background in mobile gaming and is now leading Match Group. Kim aims to convince users that paying for premium experiences on dating apps is worthwhile. Despite a challenging environment with complaints about scams and user dissatisfaction, activist investors are pushing for change, including innovation at Tinder. Kim's creativity and gaming experience are seen as assets. He previously helped turn around Zynga and has introduced weekly subscriptions and a $500-a-month plan on Tinder. Under his leadership, Match Group launched the gay dating app Archer and aims to improve Tinder through product innovation and cost cuts. Kim defends the effectiveness of dating apps and is focused on growing Tinder and expanding Hinge.
by Sara Ashley O'Brien
See full article at Wall Street Journal
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Dating App Archer’s New Ads Say (Some) D*ck Pics Are Welcome
Match-Owned Archer Hits Over Half a Million Installs
TECH CRUNCH – Despite a general slump in the dating app industry, Match Group's Archer app has achieved ~685K downloads since its launch last year. Aimed at gay, bi, and queer men, Archer offers a fresh take on the gay dating scene by incorporating safety features like AI-monitored chats and selfie verification to combat negative behaviors like body shaming and racism. The app distinguishes between casual and serious daters with different user interfaces. With 74% of its users looking for friendships, Archer is focusing on community-building features and plans to introduce a Stories feature and more AI integrations in the future. Match Group is investing significantly in AI, planning to spend $20-30M in 2024 and collaborating with OpenAI.
Dating Apps Have Hit a Wall. Can They Turn Things Around?
NEW YORK TIMES – Match Group and Bumble have seen a significant drop in market value since 2021, losing ~$40B. To address this, both companies have brought in new leaders aiming to innovate and attract more paying users. However, a key challenge remains: convincing young users to pay for dating app subscriptions. Bumble's CEO, Lidiane Jones, plans to revamp the app to appeal to younger users with more personalization and flexibility. Meanwhile, Match Group's CEO, Bernard Kim, is focusing on rapid experimentation and marketing to increase paying users. Match Group has also expanded its offerings with services like Archer for L.G.B.T.Q. dating and Chispa for Latinos, although revenue from these products was down in 2023.
Podcast: How Archer Is Building a Community for LGBTQ+ Men
ADWEEK – Archer is a social-first dating app for gay, bisexual and queer men. The app partnered with advocacy group GLAAD to ensure it reflects today's queer community, and worked with ~1,200 queer men through surveys, interviews and product testing. In this podcast, Michael Kaye, director of brand marketing and communications at Archer and OkCupid, sheds light on the unique features of Archer and how it stands apart from other dating apps.
Podcast With Michael Kaye, Director of Brand and Communications at Archer and OKCupid
Michael Kaye: AI, Storytelling, and Global Brand Challenges at OkCupid
RAGAN – Michael Kaye, the director of brand marketing and communications at ARCHER and OkCupid, has been honored as one of Ragan's 2023 Game Changers. He successfully expanded OkCupid's brand globally and managed communications across diverse markets. Kaye emphasizes the importance of understanding artificial intelligence and analyzing data for storytelling. He also highlights the need for understanding intersectionality due to the diversity of Gen Z. Despite appearing confident in public speaking roles, Kaye admits to dealing with social anxiety. He recalls a memorable experience when OkCupid's initiative was mentioned in a White House press briefing related to COVID-19 vaccination.
by Isis Simpson-Mersha
See full article at Ragan