WALL STREET JOURNAL - As dating apps seek to attract new users, their marketing efforts are increasingly backfiring. Ads from Bumble, The League, and Hinge have drawn criticism for various reasons, reflecting broader frustrations with online dating. Bumble apologized for ads joking about celibacy, which users found insensitive. The League was criticized for "cringy" campaigns, yet insists its bold approach resonates with its target audience. Hinge continues to refresh its "Designed to Be Deleted" campaign but faces user dissatisfaction. Growth in online dating is slowing. Half of online daters report negative experiences, driven by issues like ghosting and unsolicited messages, according to Pew. Companies are now focusing on enhancing user trust and improving the overall dating experience.
by Sara Ashley O'Brian & Katie Deighton
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