Tinder Moves Away from Hookup Reputation with New Ad Campaign
Contributed by: kellyseal on Wednesday, February 12 2025 @ 12:54 pm
Last modified on Wednesday, February 12 2025 @ 01:15 pm
In time for dating apps’ busiest season, Tinder launched a new ad campaign to persuade young daters that they can find real love on its app.
The ads use humor to show how Tinder can turn negative moments in dating into the start of something special, reminding users that they can find significant relationships on the app. Tinder is moving to dispel stereotypes, including that people use it only for hookups.
The campaign was created by Mischief @ No Fixed Address, the ad agency Tinder partnered with in its previous campaign “It Starts with a Swipe,” according to Tinder’s press release[*1] .
Tinder’s ads include social media posts, graphics, and videos showcasing the joy of young couples who connected in unexpected ways and despite seemingly bad dates or circumstances. In one video, a couple who went to a concert together were stuck behind a pillar that obstructed their view. Instead of getting annoyed, they connected by dancing. Another couple met taking the wrong art class together and ended up bonding over their mistake.
The videos acknowledge the challenges of the dates but follow each scenario with “it’s great to be wrong about Tinder.” The videos and posts also point out that “every three seconds a new relationship starts on Tinder.”
The ads aim to use humor to emphasize the ups and downs of dating while simultaneously noting that relationships still happen, even after a date gone wrong. In fact, it might be because the date is not what you expected that you end up bonding over it.
Each ad concludes with the tagline: "It Starts With A Swipe," a continuation of its previous campaign.
Tinder’s ad campaign might subtly be taking a note from its sister app Hinge, also owned by Match Group. Hinge has grown both revenue and users while Tinder’s base has steadily declined, which might be one reason for the pivot. Hinge has marketed itself as an app “designed to be deleted,” where people who are interested in finding a serious relationship go.
Tinder’s SVP of Global Marketing Stephanie Danzi said in the press release: “We hear stories every day from couples who’ve found love, friendship, and even marriage through the app. This campaign is a reminder that it’s okay to rethink what you thought you knew — because real connections are happening on Tinder, and they could happen for you too.”
The ads are targeted to appeal to the Gen Z demographic, Tinder’s largest market.
For more on this dating service, check out our Tinder review.