Contributed by: Lisa on Thursday, September 11 2025 @ 09:46 am
Last modified on Thursday, September 11 2025 @ 09:54 am
Tinder’s latest campaign which launched August 25, 2025 is all about that thrill, chaos, and joy of having a crush. Called “Crush Feelings,” it’s designed especially for Gen Z to remind them that those sparks still happen—and often on Tinder. Tinder’s press release[*1] lays out all the details.
Tinder isn’t just selling matches—they’re selling moments. According to their own data, the app has facilitated over 100 billion matches globally to date. In 2024, nearly 16 billion Likes or Nopes were sent every week. That tells us people aren’t just swiping—they’re hoping, feeling, reacting.
Gen Z, specifically, is behaving differently. Tinder reports that they update profiles and photos nearly twice as often as millennials. That suggests a shift: crushes today are built not only on how someone looks, but who you are—and how you express yourself. Values, authenticity, identity matter more.
Tinder’s also introduced something called “Swipe Stories” as part of the campaign—a space where real users share moments when crushes sparked. These stories range from the first match that made someone’s heart flutter, to texts, to moments when someone feels tongue-tied or melts a little inside. It’s a way of making the emotional high visible.
If you're using dating apps (or thinking of getting back in), there’s a lot you can learn from Tinder’s approach. It’s not just about the visuals or the storytelling—it’s about making dating feel real again. Here’s how you can lean in:
The takeaway? Dating doesn’t have to feel manufactured. You don’t need perfect pics or flawless messaging. Sometimes, the magic of a crush is messy, hilarious, and full of possibility. Let that be part of your story.