Tinder’s New Feature Tells Users When Match Likelihood Increases

Tinder
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Online dating is big business after the holidays. In fact, user activity remains consistently high until Valentine’s Day, according to reports from online dating veteran websites like Match.

But it’s also a huge time for dating apps, especially Tinder – who had its biggest growth day in its history. On Sunday January 3rd, Tinder execs revealed that the app experienced the most downloads and the most growth of active users in a single day - ever. (Coincidentally, most online dating sites report that their biggest, busiest day of the year is the Sunday after New Year’s, when people are faced with the end of holiday revelry and the return to work.)

Needless to say, Tinder must have seen this spike coming and decided to take advantage with a new feature, which came in the form of a push notification. The notification alerted users when there was 2x to 3x higher rate of matches in their local area. It said:

Wow! Tinder is on fire in your area! Chances of a match are 3X higher right now (flame emoji)

The push notification was an interesting choice for Tinder execs to make, since the app prides itself specifically on not sending unwanted messages to its users, keeping the interaction as seamless as possible.

Tinder CEO Sean Rad looks at the feature as a win-win for users. “When there is a spike in engagement on the platform, we want to let users know so that they can take advantage of that moment,” Rad told news website TechCrunch.

The match rate is the number of swipes it takes to get to a match. When there is more engagement, the likelihood of matching with someone goes up. In a way, it’s a self-fulfilling prophecy. If you tell someone that the match rate is 2-3 times higher, then likely they will keep swiping (engaging) until they get a match.

“The most fascinating thing about this type of notification is that, by notifying users when those peak moments are happening, it increases the overall success rate for our users,” Rad told news website Tech Crunch. “It has a compounding effect and produces even more activity.”

The match alert is the latest in a series of moves Tinder has made to overcome its hook-up reputation and concentrate on more long-term matches. The company has also been sharing stories and photos of happy couples who met on Tinder, including a tweet from a couple on their wedding day, hoping to show proof that the app is helpful for finding long-term love.

Tinder faces competition from new services like Bumble, which lets the women call the shots first, and Coffee Meets Bagel, which provides one match a day to make sure people aren’t just mindlessly swiping. For more on this dating app, please read our review of Tinder.