Category: Bumble

Bumble Joins Effort to Combat Non-Consensual Intimate Images

Posted on June 27, 2024

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LINKEDIN – Bumble Inc. has joined the Center for Democracy & Technology's working group to tackle the creation, spread, and monetization of non-consensual intimate images (NCII), including AI-generated content. This initiative brings together technology companies, trust and safety practitioners, experts in online gender-based violence, and digital rights organizations to discuss effective interventions.

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Dating Apps Once Ran on Novelty. For Some Users, the Fun Is Over

Posted on June 24, 2024

The League Be a GoalDiggerWALL STREET JOURNAL – As dating apps seek to attract new users, their marketing efforts are increasingly backfiring. Ads from Bumble, The League, and Hinge have drawn criticism for various reasons, reflecting broader frustrations with online dating. Bumble apologized for ads joking about celibacy, which users found insensitive. The League was criticized for "cringy" campaigns, yet insists its bold approach resonates with its target audience. Hinge continues to refresh its "Designed to Be Deleted" campaign but faces user dissatisfaction. Growth in online dating is slowing. Half of online daters report negative experiences, driven by issues like ghosting and unsolicited messages, according to Pew. Companies are now focusing on enhancing user trust and improving the overall dating experience.

by Sara Ashley O'Brian & Katie Deighton
See full article at Wall Street Journal

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Dating Apps’ Hidden Money-Making Strategies, Explained

Posted on June 21, 2024

WALL STREET JOURNAL – The $5B dating app industry is largely dominated by Match Group. But downloads across the industry are falling. Here’s how some apps are shifting to stay competitive, with features that go beyond just dating. Video featuring Mark Brooks, CEO of Courtland Brooks; Shahzad Younas, CEO of Muzz; George Arison, CEO of Grindr; and Whitney Wolfe Herd, Founder of Bumble.

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Bumble Launches Opening Moves

Posted on June 14, 2024

STORYBOARD 18 – Bumble has introduced a new feature called "Opening Moves," allowing women to set a question for their matches to respond to, promoting engaging conversations while keeping women in control. To highlight this, Bumble launched an India-wide campaign featuring Bollywood actors Khushi Kapoor and Vedang Raina. Women can use one of Bumble's recommended Opening Moves, or craft their own. According to Bumble's research, 46% surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better.

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Everything That Went Wrong With Bumble’s Rebrand

Posted on June 7, 2024

BumbleMARKETING BREW – Bumble's rebrand campaign faced significant backlash, culminating in an apology and the removal of controversial ads. Even before the ad debacle, users expressed disappointment with the rebrand, criticizing it as superficial and failing to address underlying issues. Across the board, Bumble's rebrand messaging seemed to either confuse or enrage viewers, starting with what it called a "rebrand" but was essentially a slightly changed look and a new option for men to message first in opposite-sex matches, marking a departure from the app’s signature feature since it first debuted in 2014.

by Katie Hicks
See full article at Marketing Brew

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Dating Services as a Future Company Perk?

Posted on June 5, 2024

Dating Services as a Future Company PerkFORBES – As of recent statistics, ~31% of adults in the US are single, which translates to ~77M people. Applying a similar proportion globally, this would suggest ~2.48B single adults worldwide. Loneliness can lead to mental health issues such as depression and anxiety. Single people may encounter financial challenges since they rely solely on one income. One intriguing and bold idea that is gaining traction is the inclusion of dating services as a company perk. Bumble offers paid leave for employees experiencing relationship-related issues. Match Group also provides employees with free access to their apps, subtly blending personal life support into their perks package.

by Soulaima Gourani
See full article at Forbes

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AI Matchmaking in Online Dating

Posted on June 5, 2024

AI matchmakingWORLD – Whitney Wolfe Herd, founder of Bumble, suggests integrating artificial intelligence (AI) into dating apps for coaching and support. However, this innovation raises ethical questions, especially among Christians, regarding the use of technology in forming relationships. While some view AI matchmaking as efficient and helpful, others caution against its dehumanizing effects and potential to prioritize personal needs over genuine connection. As dating apps struggle financially, they increasingly turn to AI features to attract younger users, though concerns persist about the impact on authentic relationships. In April, the 2024 Norton Cyber Safety Insights Report found that 59% of current online daters are somewhat or very likely to use AI for dating coaching. 64% of current online daters are somewhat or very likely to use AI to write a pickup line or conversation starter for a dating app. The study reported that 61% are somewhat or very likely to use AI for their dating profile.

by Genevie Roby
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Bumble Now Has an ‘Intimacy Without Commitment’ Option

Posted on June 3, 2024

Bumble dating optionsSTORYPICK – Bumble has added another option under the 'What do you want from your Bumble date?' section – intimacy without commitment, essentially promoting casual hookups. While some appreciate the transparency, critics argue that dating apps' fast-paced nature undermines the effort required for meaningful human connections.

by Disha Banerjee
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Singles Are Fed up With Dating Apps and Returning to the Real World to Meet Their Match

Posted on May 31, 2024

Online datingTHE GLOBE AND MAIL – From Gen Z to seniors, many are tired of online dating due to mind games, ghosting, rejection, scammers, and increasing costs. App downloads for Tinder, Hinge, and Bumble have declined since 2020. Pew Research Center found that 11% of hetero couples and nearly 30% of LGBTQIA+ couples met online, but many now find online dating too much work with little payoff. In response, Tinder and Bumble have added features, but user dissatisfaction persists. Speed dating and matchmaking services are making a comeback, offering real-world interactions and personalized matchmaking, often at a premium cost. This shift reflects a desire to return to more traditional dating methods.

by Samantha Edwards
See full article at The Globe and Mail

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Dating Apps Aim to Ensure Users and Investors Don’t Swipe Left

Posted on May 30, 2024

Dating-apps-connected-economyTHE TIMES – Dating apps face challenges after years of growth, with declining user numbers and management changes. Match Group's value dropped from over $40B in 2021 to $7.8B. The number of paying customers is declining by 9% in its sixth consecutive quarter. At Bumble, Lidiane Jones replaced Whitney Wolfe Herd as CEO in January. She has already laid off 350 employees. Shares in Bumble have fallen by ~30% over the past 12 months and the company is now worth $2B, down from the $13B shortly after the 2021 IPO. Mark Brooks, the CEO of Courtland Brooks, a business that provides consultancy services to online dating companies, said that a proportion of users were willing to pay a premium for dating apps. "They're leaving a lot of money on the table," he said. "There's a small portion of people who are willing to pay considerably more. Some people don’t have time, they just want dates, so the more you can help them with that, they'll pay disproportionate amounts and spend $500 a month, perhaps, which is what Tinder is playing with right now." Acquisitions also have a role to play in helping Match to grow. Hinge, bought by the group in 2018, has been an important investment. It describes itself as the app that is "designed to be deleted". Brooks said: "Theoretically they wouldn't want users to delete the apps because they're not going to get paid any more, but they’re conveying that it's the app for a high-quality experience. Hinge is important to Match. It offsets some of the decline in user weakness for Tinder. But it is still small relative to the size of the group." Others in the industry are also hoping to shake up the market. One such is Thursday. Founded by Matt McNeill Love and George Rawlings, the dating app, as its name suggests, works only on Thursdays, when it hosts singles events in various locations in cities such as London and New York.

by Emma Taggart
See full article at The Times

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