Dating Apps like The League and Raya Leveraging Social Status
Contributed by: kellyseal on Monday, September 07 2015 @ 12:23 pm
Last modified on Monday, May 24 2021 @ 10:15 am
The dating app market is flooded, so new companies entering the field and looking to make their mark have to differentiate themselves. For some app developers, it’s taking a female-centric approach, like with Bumble. Others look to social networking connections to make people feel more secure about meeting strangers, like Coffee Meets Bagel or Hinge.
The latest grab for online daters’ attention comes in the form of creating a dating app that is as exclusive as possible.
In other words, a new crop of apps are taking a completely different approach from acquiring the most users, like with Tinder. The success of an online dating company or app has always been evaluated by how large its database of users is. But these apps are banking on another measure of success - that is, how coveted the app is. They are driving demand for the app, and then being selective about who gets to use it.
Raya is one such dating app, marketing itself as "an exclusive dating and networking platform for people in creative industries.” This sounds like it caters to creative types, which it does, but mostly those who are famous or well-connected. Members are admitted by a secretive, anonymous committee, based in part on their Instagram presence. Also, the app isn't free - but costs seem to be based on your personal influence, at least according to some early reviews in the iTunes store.
Another new and exclusive app is The League, which calls itself the “country club” of dating apps. The League uses a secret algorithm to mine potential users’ LinkedIn and Facebook profiles, noting where you went to school and what you do, which are two of the most important factors in gaining admittance. A team of seven employees has final approval over who is selected to join.
While The League went into full-force marketing mode for its launch, enticing people who wanted to be admitted into their club (and aspiring for “higher quality” dates) – Raya has laid low. There was no big launch campaign for Raya, and most users joined by word of mouth from their well-connected and beautiful friends. According to one article in New York Magazine, Raya’s user base consists of models, actors, athletes, celebrity chefs, and sons and daughters of the rich and famous to name a few. These folks are looking for a different experience from Tinder – and to be connected with people who also want to keep a low profile on their dating app.
Raya has an interesting user interface – it allows you to create a slideshow set to music, to appeal to its intended user base of creative types. It also keeps you at a distance from potential matches until you are both ready to message each other. You can look through a match’s Instagram feed, but you can’t like or comment. If you want to engage, both of you must tap the heart on each other’s Raya profiles.
Per the company’s website, applicants are evaluated by an algorithm, which considers “overall Instagram influence, who recommended the applicant, and how many active Raya members follow the applicant on Instagram,” as well as a committee’s vote.
While online dating companies traditionally have seen value in the numbers – how many people are in the database – now it seems there is a new measure of value for those seeking matches based on exclusivity and social status.