MOBILE MARKETER – July 27 – Bumble has increased app installs by five times and decreased cost-per-registration by 64% after running direct response ads on TikTok from March to May. Bumble worked with creators such as David Dobrik and Brittany Broski to create native content in "For You" feeds in TikTok.
Category: Bumble
Bumble Launches “Love Will Find a Way” Campaign
Bumble’s $22.5M Auto-Renewal Deal Gets Initial OK
LAW360 – July 16 – A California magistrate judge has preliminarily approved a $22.5M settlement proposal by Bumble to resolve allegations it violated New York and California consumer protection laws by auto-renewing Bumble Boost subscriptions without users' consent. In 2018, two separate lawsuits were filed against the two companies that operate Bumble dating app – a California class of Bumble Boost users who were charged auto-renewal fees and a nationwide class of users whose subscriptions were automatically renewed.
Bumble Hits 100 Million Users
FAST COMPANY – July 16 – Bumble is also announcing a major reorganization and rebranding that will make the company the new overseer of its sibling dating app, Badoo. Until now, the two apps had been under the umbrella of the holding company MagicLab. But that company is being renamed Bumble. Bumble is bringing on a new president, Tariq Shaukat, previously president of industry products and solutions at Google Cloud. Bumble also announced a new board of directors. Led by chairwoman Ann Mather, the former CFO of Pixar Studios, the Bumble board also includes Pamela Thomas-Graham, the author and former CEO of CNBC; Elisa Steele, the chairwoman of Cornerstone; and Matthew Bromberg, COO of Zynga. Bumble and Badoo have a base of 600M users. CEO Wolfe Herd now oversees ~750 employees in Austin, London, and Moscow.
Top Grossing Dating Apps Worldwide for May 2020
SENSORTOWER – July 3 – The top grossing dating app worldwide for May 2020 was Tinder with ~$65.3M in user spending. ~41.5% of Tinder's revenue was from the U.S, followed by 5.6% from UK and 5.4% from Japan. Bumble was the second highest earning dating app worldwide for May 2020 with close to $16M in gross revenue. The next top grossing app was Pairs, followed by MeetMe and Tantan.
Badoo Launches New AI Tool That Detects Explicit Photos
DAILYMAIL.CO.UK – June 30 – Badoo has launched a new safety feature that uses AI to detect unsolicited nudes that get sent through the app. Badoo says its 'private detector' has a 98% accuracy rate when covering up intimate photos. The AI identifies potentially offending photos, automatically blurs them and gives users a warning that they could contain 'inappropriate content'. The feature was introduced to the 'feminist dating app' Bumble last year, which is owned by the same holding company as Badoo.
Dating Apps Pivot to Video
WALL STREET JOURNAL – July 1 – With social distancing recommendations and laws in effect across the country, meeting people online and developing relationships virtually has never been more popular. Georgia Wells, WSJ's technology reporter and Mark Brooks, CEO of the Courtland Brooks consultancy-agency explore what this shift means for the future of online dating.
Bumble Bridges Support for LGBTQ+ and Black Lives Matter With in-app Donations
ADAGE – June 15 – As Americans began rallying for racial equality, several brands postponed their original Pride plans or announced that they would incorporate Black Lives Matter support into their Pride initiatives. Bumble is one of the first brands to announce its new merged Pride, Black Lives Matter initiative. Bumble's new in-app campaign asks users to donate to LGBTQ+ organizations that support BIPOC (Black, Indigenous, People of Color). Bumble is also donating $5K each to select organizations that provide services for at-risk committees.
Match and Bumble Settle All Litigation
SEEKING ALPHA – June 13 – Match Group and Bumble say they've settled all litigation between the two. They're not disclosing any more information, but say they're both "pleased with the amicable resolution." Match had accused Bumble of patent infringement in March 2018, and has been accusing Bumble of "exploiting" the COVID-19 crisis to delay the lawsuit for tactical advantage.
Bumble Introduces Filters to Show How Users Want to Date Now
METRO.CO.UK – June 10 – For now, virtual dates are still the way forward for many, slowly moving into socially distanced dates. That's why Bumble has introduced new filters, so users can stay on the same page as those they're matching with, choosing socially-distanced, socially-distanced with masks, or virtual daters to peruse. Bumble found that 38% of people in-app are still nervous about meeting dates in person.