BLK App Is Creating Community for Change

THE GRIO - Nov 11 - BLK App, a dating app founded by Match.com, has been around for three years, and is currently led by Jonathan Kirkland, the Head of Marketing and Brand. In the first two weeks of COVID-19, BLK App saw an 18% increase in the daily activity. Kirkland shares, "We are 7 months into the pandemic and have seen a 38% increase in activity month over month." Since launching in 2017, BLK App has had ~4M people download the app. The app is 55% male and 45% female; however, they market directly toward Black women. Kirkland came to BLK App and 28 days later, the murder of George Floyd occurred. He immediately sprung into action. He said, "We look at things through three lenses - community, dating/relationships, and entertainment." Community has been the pulse for the app's activations. Kirkland and his team are working to add features to the app to make it feel more like a lifestyle destination vs. just a place to find a date.