CNN BUSINESS - Oct 23 - "Swipe Night" is Tinder's first foray in original content. This month, Tinder released a four-part, short-form video series with a few twists. New episodes were released every Sunday in October, but were available only for six hours, from 6 p.m. to midnight local time, exclusively on the Tinder app in the US. The episodes were interactive. Users were asked to swipe left or swipe right to make a choice, which then affects the rest of the story. Third, those decisions then determined who they matched with on Tinder in the future. The purpose of "Swipe Night" was to create a discussion among Tinder users. And it worked. Total matches on Tinder jumped 26% compared to a typical Sunday night, and messages increased 12%. Given the engagement it received in the US release, Tinder is planning an international rollout of the series in February 2020.
by Kerry Flynn
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