Category: Hinge

How Hinge CEO Justin McLeod Plans to Use AI

Posted on July 15, 2024

Justin McLeod, CEO of HingeFAST COMPANY – Hinge's founder and CEO, Justin McLeod, discusses the state of dating in 2024 and the transformative potential of an AI dating coach. Unlike other apps focusing on engagement and retention, Hinge prioritizes getting users on good dates. This approach led to innovations like rich profiles, interactive prompts, and meaningful comments. McLeod acknowledges that dating apps don't work for everyone. Many users struggle to progress from matches to relationships. AI can act as a personalized dating coach, helping users improve their profiles, select better photos, and write effective prompts, especially benefiting those less adept at online dating. Hinge's marketing strategy focuses on being genuinely helpful rather than provocative. They deliver practical advice through data reports and campaigns tailored to specific communities, such as the queer audience.

by Robert Safian
See full article at Fast Company

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Hinge and Grindr Are Leaving Bumble and Tinder in the Dust

Posted on July 11, 2024

Dating app user growth 2024QUARTZ – "Online dating trends have continued to decelerate industry-wide, showing minimal relief from the recent struggles," Morgan Stanley analysts Nathan Feather and Brian Nowak wrote in a research note Tuesday. They pointed out that Hinge and Grindr were doing well. Hinge has seen a huge surge in paying users this year. User downloads increased 14% YOY in the Q2. Bumble's global user downloads rose only 2% in Q2. Tinder's downloads fell ~12% in Q2. And while Grindr hasn't seen a big increase in users, its stock has soared 120% from last year and ~32% from last month.

by Laura Bratton
See full article at Quartz

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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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Hinge Is Narrowing Users’ Dating Pool to 8 People

Posted on June 12, 2024

Hinge Your Turn LimitsHER CAMPUS – Hinge's new "Your Turn Limits" update restricts users from forming new connections if they have 8+ unanswered messages to encourage better communication and reduce ghosting. This move aims to foster serious interactions rather than collecting matches. A survey revealed that 44% of singles struggled with unresponsiveness, prompting this change. While some users find the limit restrictive, others see potential benefits in promoting quicker responses and meaningful connections.

by Sofia Mosqueda
See full article at Her Campus

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ATLFilmParty Receives $25,000 Grant From Hinge

Posted on June 11, 2024

HingeROUGH DRAFT ATLANTA – ATLFilmParty received a $25K grant from Hinge's One More Hour initiative to expand and enhance its events for Gen Z in Atlanta. Founded in 2021, ATLFilmParty hosts free film screenings and networking for local filmmakers and movie enthusiasts. The grant will help increase accessibility and support more events at additional venues. ATLFilmParty is one of 40 recipients from Hinge's $1M fund.

by Sammie Purcell
See full article at Rough Draft Atlanta

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Hinge Report: “Slowmance” Trends in LGBTQIA+ Dating

Posted on June 10, 2024

Hinge logo for social mediaBODY & SOUL – Hinge has released its latest D.A.T.E. (Data, Advice, Trends, and Expertise) report, focusing on LGBTQIA+ dating trends. Surveying 14K members, the report reveals a shift towards "slowmance," prioritizing emotional intimacy over fast-paced romance. Key findings include:

  • Soft Start: LGBTQIA+ daters prefer humor and light conversation initially, with 80% favoring this approach over deep personal questions.
  • Low-Pressure Dates: Casual outings like coffee dates are preferred.
  • Soft Launch: Introducing new relationships gradually to friends and family is favored, with 77% supporting open conversations before going public.

by Mia Erickson
See full article at Herald Sun

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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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Hinge Tests New Feature to Limit Likes for Users With Unanswered Chats

Posted on May 16, 2024

Hinge unanswered messages limit featureFAST COMPANY – Hinge is testing a feature that restricts users with eight or more unanswered chats from liking new matches until they reply or close existing conversations. This initiative by Match Group aims to improve engagement and reduce dating app burnout.

by Jessica Bursztynsky
See full article at Fast Company

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Hinge’s New Feature Lets Users Filter out Dating Profile Clichés

Posted on May 14, 2024

Hinge hidden wordsNEW YORK TIMES – Dating app Hinge introduced a feature called Hidden Words, allowing users to filter out profiles using specific words, phrases, or emojis. Common phrases like "fluent in sarcasm" and "pineapple belongs on pizza" have become overused and undesirable in online dating profiles. This feature highlights how specific language can become an "ick" or turnoff for many users.

by Sam Corbin
See full article at New York Times

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