Tinder Names Its First-Ever Content Executive
Contributed by: kellyseal on Wednesday, December 01 2021 @ 12:54 pm
Last modified on Wednesday, December 01 2021 @ 01:06 pm
Dating app Tinder is focusing its attention on content creation, including virtual experiences, and has named a former NBC-Universal executive to head up its efforts.
According to an exclusive published in Variety[*1] , Jaime Freedman will take over as Vice President of Content Creation, following the company’s successful launch of Swipe Night, an in-app series that allows users to view and interact as they watch. Season two just premiered in early November, and Tinder will air new episodes each Sunday.
Tinder’s goal with expanding its content offerings is to create more virtual experiences. All new content will be added to its Explore section, where currently users can watch the limited series, participate in virtual speed dating rounds, or search and message other users by interest. Tinder has also been testing Single Town, an avatar-based virtual experience where users can meet up at “bars” or other virtual settings and interact in real time over the app. The company intends to add this experience to its Explore section, too.
Tinder is eyeing ways to monetize these new virtual experiences by employing cryptocurrency, including the launch of Tinder Coins for in-app purchases. Match Group executives have indicated that they see the direction of the app going towards a “virtual goods economy,” where users can accessorize their avatars or perhaps participate in exclusive virtual spaces with other paying users.
Variety notes that Freedman intends to expand her team, with a focus on “timely, relevant and localized content-based experiences.” Localized content is important as the company continues to expand its user base in growing markets with younger users, like India and Japan. Recently, the company launched an ad campaign and video in India exploring what consent means in dating, a central issue among young daters there, who are turning to dating apps as a primary way to meet and connect since the pandemic began. Japan is also one of the company’s most lucrative markets, with young users interested in more virtual experiences.
Freedman comes from a background in entertainment, lifestyle and media. Over the past four years, she headed digital and audience strategy for E! News, part of Comcast’s NBC Universal offerings.
“Gen Z is looking for new ways to experience the magic of human connection: ways that blur boundaries between online and offline, and that feel fun and spontaneous,” Tinder CEO Renate Nyborg said in a statement. “We believe content is core to the future of how new people will meet and get to know each other, and we’re incredibly excited to have Jaime bring a new level of expertise to Tinder.”