by Cassandra Stern
See full article at Cosmetic Design
Category: Tinder
Tinder Goes Publicly Pro-abortion With Planned Parenthood Partnership
LIVEACTION – Tinder has partnered with Planned Parenthood and fashion brand Area to promote abortion rights, debuting a "Bans Off Our Bodies" t-shirt at New York Fashion Week. The shirt, featuring the Tinder logo, aligns with the company's pro-choice stance, which they have become more vocal about since the overturning of Roe v. Wade. Tinder also donated $25K to Planned Parenthood. The partnership reflects the dating app's stance on reproductive freedom, with Tinder citing concerns over how abortion restrictions impact dating behavior and connection.
Tinder Launches Consent Education Course for Young Australians
Tinder Update Targets College Students as Dating Apps Struggle
TECH CRUNCH – Tinder has updated its Tinder U feature to attract college students, introducing new profile badges for graduation year, major, and clubs, along with a simplified sign-up process and an exclusive app icon for iOS users. Tinder offers U.S. students 50% off premium plans to boost subscriptions and hosts the annual "Swipe Off" challenge, where the most swipe-active college wins a concert. These updates come as studies show declining app usage among students, though Tinder U still reports nearly 90% enrollment growth year over year, remaining popular among 18-year-olds. Tinder U, or Tinder Uni in the U.K., launched in 2018 and is available to students at four-year, accredited, nonprofit colleges and universities. Tinder U requires current students to enter a valid student email address.
Gen Z and Millennials Are Leaving Tinder for Hinge in Search of Serious Relationships
FORTUNE – Tinder is struggling as its user growth flatlines, while Hinge is gaining popularity, especially among Gen Z and millennials seeking serious relationships. Hinge's daily active users increased by 17% YOY, while Tinder saw a 10% decrease. Hinge's appeal comes from being perceived as a platform for meaningful connections, while Tinder struggles with its reputation as a hookup app. Match Group faces the challenge of revamping Tinder to attract more serious daters without overlapping too much with Hinge's audience. Tinder is offering new tools like AI wingmen, developed through a deal with OpenAI, to help Gen Z users with flirting and profile design. Hinge focuses on features like limiting active conversations to promote quality interactions and its "Designed to be deleted" strategy, encouraging serious relationships. Tinder also offers "Super Boosts" and more affordable paid features to attract users, though these have seen limited success.
by Sasha Rogelberg
See full article at Fortune
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Dating Apps Develop AI ‘Wingmen’ to Generate Better Chat-up Lines
Tinder Launches Exclusive Dating App for Celebrities and Influencers
U.S. Military Runs PsyOps Ads on Tinder in Lebanon Amid Middle East Tensions
Video – Dating Apps ‘Have to Go Back to the Drawing Board’ for Gen Z
YAHOO FINANCE – Dating apps struggle to adapt to Gen Z preferences, favoring in-person connections over traditional swiping. While Grindr has thrived due to its broad social features within the gay community, other apps like Bumble and Tinder are rethinking their strategies to better resonate with younger users. Hinge has found success by focusing on serious relationships rather than swipe-based interactions. Despite Gen Z's shift toward offline interactions, dating apps still see growth, but they must innovate to remain relevant in this evolving market. Grindr shares are up by over 38% year-to-date, while Bumble is down by 58% in that same window. Match Group is down ~6% in 2024 but has seen a slight uptick in its share price over the past month.
Second Quarter 2024 Financial Highlights
PRESS RELEASE – In Q2 '24, Match Group reported a 4% revenue increase to $864M, or 8% when adjusted for foreign exchange, totaling $892M. Operating income decreased by 5% to $205M. Tinder saw a modest 1% growth in direct revenue to $480M, while its user base declined by 8%. In contrast, Hinge experienced a 48% revenue increase to $134M, driven by a 24% rise in payers. Both apps implement features like AI-driven photo selection and "Your Turn Limits" to address user challenges, such as dating fatigue, and improve the overall dating experience by emphasizing safety and meaningful connections.
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