GOOD MORNING AMERICA – Hinge has been playing matchmaker with the help of user-uploaded audio clips. "65 to 70% of our users were having trouble assessing chemistry," said Michelle Parsons, Hinge's chief product officer. Users can now upload 30-second audio clips to their profiles, in place of written responses to prompts. According to Parsons, since October, "over one million of Hinge's users have now recorded and uploaded a voice prompt. And ~70% of users have actually played a voice prompt." Some Hinge users have even added clips of songs to their voice prompts, allowing potential matches to listen to music while reading their profile.
Category: Hinge
Usage of Top Dating Apps Grew 20% YoY in January
IANS – The monthly active users of Tinder, Bumble, and Hinge collectively grew 17% in January 2022, when compared to January 2019, globally. According to Sensor Tower, Tinder has maintained its majority market share among top dating apps in the US for the last five years. From January 2019 through January 2022, Bumble and Hinge's monthly active users reached a fraction of Tinder's, however, their user bases have grown over that time.
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A Conversation With Jackie Jantos, Hinge’s New CMO
MORNING BREW – Jackie Jantos has been preparing for her new role in more ways than one. With experience at companies like Ogilvy, Coca-Cola, and Spotify, Jantos is also an online dating success story: She met her husband on Match.com. Right now, Hinge only captures ~2.5% of the global dating app market share, but Hinge claims it's the fastest-growing dating app in the US, UK, Canada, and Australia. This year, Jantos said, the company will localize its language offerings in countries like Germany and Sweden. Right now, the app is available in those countries, but only in English. Another one of Jantos's tasks for the year is growing its Gen Z and LGBTQ+ audiences in the US. She won't say what features might come next, but says the company continues to focus on how to help users "express themselves in different and unique ways," adding that users should expect updates to profile development this year.
Voice – the New Secret to Online Dating Success
WALL STREET JOURNAL – Dating apps are giving users the ability to add voice recordings to their profiles. Last October, Hinge added Voice Prompts to its user profiles. "~65% of our users were saying getting to hear someone's voice earlier on in the dating journey would be really valuable," said Michelle Parsons, chief product officer at Hinge. In June 2021, Tinder gave users the ability to add video recordings – including voice – to their profiles. The League dating app did the same back in December 2019. A quarter of League users are taking advantage of the technology.
by Kathryn O'Shea-Evans
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Hinge Offering $100 Child Care Stipends to Single Parents in Time for Valentine’s Day
Match Hopes Hinge Can Be Its Knight in Shining Armor
WALL STREET JOURNAL – Match Group reported mixed Q4 results on Tuesday with adjusted operating income coming in just above Wall Street's estimate, while both Tinder revenue and total revenue growth fell slightly short of analysts' expectations. Match attributed the revenue shortfall to foreign exchange and lingering effects of Omicron. Match talked more about relationship app Hinge. Match now says Hinge did just under $200M in revenue last year and forecasts that revenue would grow to ~$300M this year. Hinge's payers increased ~60% in the Q4 quarter versus the same period of 2019 with revenue per payer growing ~300% over that period.
Hinge Nabs Coca-Cola and Spotify Vet as New CMO
BUSINESS INSIDER – Hinge has hired Coca-Cola and Spotify marketing vet Jackie Jantos as its CMO. Jantos will broaden Hinge's appeal among GenZ and LGBTQ+ daters. She will also oversee international expansion into markets like Germany, France, and Sweden. She was most recently CMO at data privacy and management company Dashlane. Jantos succeeds Nathan Roth, who was Hinge's CMO between 2018 and 2021. The app plans on increasing its multi-million marketing budget by 25% compared to 2021, according to the new CMO.
According to Hinge, Therapy Could Be the Secret to a Flourishing Love Life
WOMEN'S HEALTH – According to research conducted by Hinge, the last two years have seen singles prioritize mental health more than ever. The company found that when it comes to dating, mental health isn't just an attractive quality but a necessary one, with daters admitting they aren't accepting anyone who isn’t doing it. 89% of Australian Hinge singles would prefer to date someone who goes to therapy.
How Dating Apps Are Countering ‘FODA’ This Covid-19 Christmas
FORBES – "With the vaccines and other changes in the pandemic, people want to get back out there and date," said Logan Ury, director of relationship science at Hinge, citing her research into 2021 dating trends. "But we also understood that more than half of singles have FODA." "FODA," Ury explained, "is fear of dating again." "People need love. People need connection," said Wolfe Herd in her CNBC interview. "That does not go away, irrespective of the changing landscape of this pandemic so our business remains largely unaffected during this new wave." Bumble adapted during the pandemic using video and voice. Hinge has adopted this tech, too, but not with a nod to its competition. Its team said they found inspiration in Clubhouse and added voice to users' profiles.
Hinge Cracked Getting Audio to Go Viral
THE VERGE – Last month, the dating app Hinge debuted voice prompts to daters' profiles. Instead of telling potential matches about themselves with text, they could do so with their voice. Each clip can be 30 seconds, and, at launch, Hinge said two out of three daters it polled thought voice would help them "better determine their chemistry" with someone. The prompts have gone viral on TikTok and Twitter, with people reposting them either because they're funny, cringe-worthy, or something in between. Hinge says 13% of new daters on the app build their profile with a voice prompt and that 46% of people on the app have listened to at least one voice prompt.