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.
1,350 posts categorized "Tinder"
25% of Young Couples in Japan Meet Through Dating Apps
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.
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Dating Apps Prepare to Launch AI Features to Help Users Find Love
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.
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Tinder Showcases Dance Duo in Latest Campaign
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.
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Tinder's Overhaul: Short-Term Pain, Long-Term Gain for Match Group
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.
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Tinder Reshapes Strategy to Shed 'Hookup App' Label and Boost Growth
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.
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Judge Orders Tinder Addiction Claims to Arbitration
REUTERS - A U.S. judge ruled that claims accusing Match Group of designing addictive dating apps must be resolved through individual arbitration rather than a class-action lawsuit. The plaintiffs, from several states, alleged the apps prioritized profits over users' relationship goals and used features to encourage addictive behavior, violating consumer protection laws. Match argued that its user agreements mandated arbitration, a stance the judge upheld, putting the case on hold. The ruling is part of a broader trend, with similar lawsuits targeting tech companies like TikTok and Snapchat for allegedly designing addictive platforms.
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Match Group Faces Pressure to Revive Tinder Amid Investor Scrutiny
BNN BLOOMBERG - Match Group faces heightened expectations at its investor meeting, with analysts and activist investors demanding a clear turnaround plan for Tinder, which has struggled with declining subscriber growth despite recent updates. The company's market value has fallen by $41B since 2021 due to frequent leadership changes and limited product innovation. Activist investors, including Starboard Value, are pushing for growth and have proposed a sale if improvements fail. Tinder's new CEO has a limited window to demonstrate progress as analysts call for a credible strategy to stabilize user trends by 2025. Other concerns include capital allocation, growth for Hinge, and expansion in Asia, but Tinder remains the primary focus as Match works to restore investor confidence.
by Natalie Lung
See full article at BNN Bloomberg
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'It Feels Like Admin': Why Are People Falling out of Love With Dating Apps
THE GUARDIAN - ~1.4M people in the UK left online dating in the past year, as experts say users view it more as a chore than a social activity. Ofcom's 2024 Online Nation report reveals a 16% decline in the use of the top 10 dating apps between 2023 and 2024. Tinder saw the largest drop, losing over 500K users since May 2023, while Bumble and Hinge lost 368K and 131K, respectively. Researchers at the University of Leeds' Centre for Love, Sex, and Relationships (CLSR) attribute the decline to user fatigue and a sense of detachment from reality. Natasha McKeever, a lecturer at CLSR, notes that virtual dating feels more like a task than a social experience. Another factor is the monopolization of dating apps; Match Group accounts for over half of the 7.27M users of the top 10 apps in 2024.
by Raphael Boyd
See full article at The Guardian
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Tinder Passport IRL: Connecting Cities Across Asia
TINDER PRESS ROOM - Tinder launched a live activation of its Passport feature, linking two major cities in Asia through experiential portals. From December 6-8, 2024, participants could connect via live video, guided by prompts and interactive matching options. This campaign reflects the growing interest among young singles in Asia Pacific in forming cross-border connections, with many open to international relationships and friendships. Participants could continue their interactions through the Tinder app, with plans to expand the initiative to other cities in the region.
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The Science Behind Dating Algorithms: Can Technology Really Find Your Soulmate?
TECH BULLION - Dating algorithms streamline modern matchmaking by analyzing user data, preferences, and behaviors. Platforms like Tinder and eHarmony use AI and machine learning to refine compatibility predictions, offering efficiency and expanding dating pools. While algorithms excel at filtering choices and suggesting matches, they fall short on intangible elements like chemistry and nonverbal cues. Concerns include biases, choice overload, and data privacy risks. Emerging trends like biometric matching and VR dating promise further innovation. However, love remains unpredictable, and algorithms serve as tools rather than guarantees for meaningful connections.
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Tinder's 2024 Dating Trends and Predictions for 2025
TINDER NEWSROOM - Tinder's Year in Swipe™ reveals key dating shifts for 2024, with singles focusing on intentional connections over casual "situationships." Key trends include:
- Loud Looking: Singles are vocal and specific about their preferences, confidently expressing what they want in a partner.
- Kiss-met: Embracing spontaneity and joyful, serendipitous moments in dating.
- Nano-ships: Finding value in small, meaningful interactions that can lead to real possibilities.
Heading into 2025, Tinder encourages users to set clear dating goals with its new Year In Swipe™ Vision Board, promoting intentionality and reflection for a more purposeful dating journey.
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Gen Z Is Breaking up With Dating Apps, Ofcom Says
THE GUARDIAN - Ofcom reports a decline in the use of top UK dating apps like Tinder, Hinge, Bumble, and Grindr, with Gen Z increasingly favoring real-life connections. Tinder lost 600K users, and Hinge dropped by 131K since 2023. Analysts suggest the novelty of dating apps is fading for younger users, who now romanticize in-person interactions. Apps still appeal to younger adults, reaching 18% of 18-24-year-olds, but challenges like safety concerns and overwhelming choices persist. Match Group acknowledges the shift, aiming to create lower-pressure, more authentic experiences for Gen Z users.
by Dan Milmo
See full article at The Guardian
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New Dating Apps Betting on Matchmaking
BUSINESS INSIDER - Several new "matchmaking" dating apps have launched in the past year, addressing dating-app fatigue. Sitch is an AI matchmaking app launched in New York in November. Cheers is an app that lets friends play matchmaker in a social-media feed, launched in October. Facebook Dating even launched a matchmaking feature last month. Tinder's cofounder and former CEO, Sean Rad, said on a September episode of the 20VC podcast that he had always imagined the dating app moving beyond swiping and into matchmaking. In 2017, Hinge launched a stand-alone app called Matchmaker that lets friends swipe for each other. It appears to have since shut down. Tinder, also owned by Match Group, launched a similar feature in 2023.
Loop is a matchmaking app where everyone can set up their single friends. Only a third of the user base are singles; the rest are friends and family members or even professional or hobbyist matchmakers. Loop launched in 2023 and is currently free for all users.
Arrange should launch in December and will let users link their profiles with a "scout," a trusted friend or family member, who can talk with potential matches ahead of time and vet for compatibility.
Amori is a dating-advice app with characters users can chat with, is experimenting with matchmaking using a personal assistant (though it isn't live within the app yet).
by Sydney Bradley & Daniel Latu
See full article at Business Insider
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Tinder Launches Verified QT Campaign in Australia
TINDER PRESS ROOM - Tinder has announced a nationwide Verified QT initiative in Australia to promote user safety and profile authenticity. In partnership with WESNET (which supports domestic violence survivors in Australia), Tinder encourages users to complete ID and Photo Verification, enhancing their profiles and match rates while supporting survivors of gender-based violence.
Key highlights include:
- Bondi Beach Event (29 Nov): Photos taken by a professional and advice from an expert.
- Fundraising: Tinder will donate $1 to WESNET (for every ID + Photo Verification completed between 12 Nov and 6 Dec 2024, up to AUD $20,000
- Profiles verified via video selfie and government ID receive a blue tick
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