PR NEWSWIRE – Knorr and Tinder have partnered to launch a #UnlockYourGreenFlag campaign, encouraging singles to add cooking as an interest on their Tinder profiles. A joint survey revealed that 93% of Gen Z daters view cooking as a “green flag” because it demonstrates care, independence, and thoughtfulness. Cooking also increases matches, with 63% of respondents more likely to say yes to a profile featuring this skill.
AXIOS – Tinder partnered with TikTok influencers to attract Gen Z users, addressing declining interest in dating apps and a preference for in-person connections. A TikTok campaign featuring influencers sharing their dating experiences (#theconnectionexperience) increased Gen Z’s positive perception of dating apps from 50% to 53%, with 58% of respondents saying they were likely to use Tinder.
WIRED – Dating apps like OkCupid, Tinder, and Hinge have stated they will not alter their gender options following President Trump’s executive order, which mandates federal recognition of only male and female genders. These platforms have reaffirmed their commitment to allowing users to select from existing gender identity options unaffected by the new policy.
TECH CRUNCH – Hinge has introduced “Prompt Feedback,” an AI-powered tool using OpenAI’s GPT-4o mini to help users write better profile answers. It provides three types of feedback: “Go a Little Deeper,” “Try a Small Change,” and “Great Answer,” aiming to replace generic responses with more specific ones. The feature addresses a common issue, as 63% of daters struggle with what to write on their profiles. This tool is part of Match Group’s $20–$30M investment in AI, which also includes Tinder’s photo selector tool.
CAMPAIGNBRIEF – Tinder has launched its new summer campaign, "Break Out of Your Bubble," playfully challenging Australians to step outside their comfort zones and embrace new experiences, people, and places. Rooted in the observation that Australians often stick to familiar social circles and routines, the campaign takes a satirical approach, spotlighting everyday "bubbles" Aussies unknowingly live in.
JAPAN TIMES – Dating apps in Japan are increasingly popular among Gen Z, with a government survey showing 25% of couples under 40 who married recently met online. Platforms like Pairs and Tinder are adapting to Gen Z preferences, emphasizing shared interests through features like "My Tags" and "Real-Mind-Matching." While apps expand options for niche hobbies and traits, users often prioritize physical attributes like height or appearance, leading to a "grass is greener" mentality. Despite the challenges, dating apps remain a significant way for young people to meet in a society with fewer traditional social opportunities.
THE GUARDIAN – Match Group is increasing investment in AI with new products coming in March 2025 for its “AI transformation.” Match Group’s digital assistant will perform core dating tasks such as selecting the photos it calculates, which will garner the most responses and recommend prompts and information to put in a bio. It will help users choose the perfect partner. The AI will conduct a spoken interview with the user to establish what they want to get out of their dating experience, suggest messages to send to people, and provide “effective coaching for struggling users.”
Anastasiia Babash, a PhD candidate at the University of Tartu in Estonia and a member of the international Ethical Dating Online project, said the increased reliance on AI in dating could be detrimental to people’s ability to interact without it. Also, can Match Group be trusted to safeguard the immense amount of data they are collecting and using to train their algorithms or to remove data bias problems? “AI systems used in dating apps are often trained on data that reflect existing biases. If these biases aren’t addressed, AI could reinforce stereotypes or even discriminate.”
Faye Iosotaluno, the CEO of Tinder, said the company had been taking a careful approach to AI in relation to how it handles data. “I think it does have a chance to really revolutionize how users are engaging. We want to be super thoughtful about that.”
by Raphael Boyd
See full article at The Guardian
Mark Brooks: People need help navigating the huge amount of choices we’ve served up for them. They need help with all the associated decisions; how to choose, communicate, and decipher feedback. AI will become a mainstay for larger dating apps and an enduring USP.
MARKETING BEAT – The ad ‘Wherever It Takes You’ devised by European agency LePub stars dance duo Victoria Vassiliki Daldas and Theo Zeitner. The duo met on Tinder and have become a lauded new act in dance music. The ad starts with their tour for their first album and flashbacks to moments throughout their relationship, such as their first date and matching on Tinder. The campaign will run across TV, video-on-demand, social media platforms, and out-of-home placements in the UK, Germany, France and Spain.
WAL STREET JOURNAL – Tinder faces slowing growth and investor skepticism. Despite boasting 47M monthly active users, Tinder struggles with its hookup reputation and fake accounts. Match’s recent analyst meeting unveiled a $1.5B buyback, its first dividend, and a forecasted revenue decline for Tinder in 2025 – below market expectations – causing a 6% share price drop. To address challenges, Tinder plans improvements, including biometric verification, AI for better matches, and new features like “double-dating.” While these updates are promising, they’ll take time to yield results. Wall Street remains cautious, awaiting proof of execution.
BLOOMBERG – Tinder is shifting its focus from monetization to improving user experience, aiming to rebuild trust and move away from its “hookup app” reputation. CEO Faye Iosotaluno warned of declining revenue through 2026, with growth expected to resume in 2027 as the platform introduces features like AI-powered recommendations, face-photo requirements, and double-date matches to meet evolving user expectations. While these changes may temporarily reduce its user base, Match also lowered its Q4 revenue forecasts due to currency headwinds, disappointing investors seeking faster progress. Activist investors, including Starboard Value, have pressured Match for growth, even suggesting a sale if turnaround efforts fail, as the company faces management changes and a $41B market cap loss since 2021. Despite these challenges, Match plans to return 100% of free cash flow to shareholders through dividends and buybacks, signaling its commitment to long-term shareholder value.
