Matching

Image: Tinder

Tinder has debuted several new graphics and video spots to appeal to Gen Z daters in a new global ad campaign launched this week.

The campaign rolled out in time for “Dating Sunday,” or as some call it, the Superbowl of the dating app industry. The first Sunday of January is the busiest day for dating app traffic and companies like Tinder expect this year to be no different.

According to AdWeek, Tinder has reported the number of messages sent across the app surges by 22 percent on Dating Sunday, and likes increase by 18 percent. Dating app’s busiest season extends from Dating Sunday through Valentine’s Day, when people are making New Year’s resolutions to find love.

Tinder has launched a new branded ad in the UK, aimed at a younger generation of daters that are turning to the app to expand their social circles as well as to find love.

The new ad debuted on Boxing Day in the UK according to The Drum, and stars a young woman named Ava who just moved to London. She calls her sister to express her loneliness, and wonders if she made the right decision in moving. Her sister suggests getting out of the house and meeting some people, and so her new life in London takes off with the help of Tinder.

She begins dating, but it doesn’t go exactly as she’d hoped. Her first date challenges her values of working hard and striving by admitting that he doesn’t find ambition “that attractive.” Then she meets Maya for a date, and while the two discover that they aren’t really attracted to each other, they turn out to be great friends. She goes on more dates, none of whom really spark romantic love interest, but offer her a wider social circle and new possibilities for meeting someone special as they introduce her to their friends.

The founder of Hinge, the fastest-growing app in parent company Match Group’s portfolio, says AI will change the game for dating apps.

McLeod spoke to the Financial Times about a range of topics, including Hinge’s success and where he sees it going, and the advances with generative AI. He noted that the key with AI and dating apps is continually “dialing up the sophistication of our matching algorithms” so that it continues learning about the nuances of preferences and delivering better results, according to The Financial Times.

“Every single time someone goes on a great date, we can look at all the information that led up to it, “ McLeod told the Times. “Everything from their profile information to their behavior on the app, to how many matches they had at the time that they met.”

Tinder just announced a host of new features for its app, along with its “Rizz-First” redesign, an obvious move to court the coveted Gen Z market.

While adopting the popular Gen Z slang for “charisma” was widely seen as a cringeworthy move for the dating app company, experts also agree that trying to appeal to the Gen Z market is important for dating apps, especially as subscriber bases and revenue are falling. The new Rizz-First look includes enhanced and updated animations, a new “It’s a Match!” screen, and prompts and quizzes that younger daters prefer when getting to know someone over an app.

According to the company’s announcement, the team saw a growing need to provide a more engaging experience. In fact, Tinder’s recent Future of Dating Report found that 69 percent of Gen Z daters say that dating standards need “refreshing” to fit a modern and diverse society. Overall, daters need a bit more than a photo, a brief bio, and a swipe to feel connected to someone.

Image: Bumble

Dating app Bumble conducted a new study to understand what daters are seeking in 2024 and discovered some interesting results, including that they are more open to dating someone older or younger. Also, a majority of daters are trying to be happy with where they are now instead of constantly trying to improve themselves.

According to Mashable, Bumble found that for 63 percent of respondents, age doesn’t matter, including 59 percent of women who say they are more open to dating younger men. About 35 percent of women say they’ve become less judgmental of age gaps in relationships.

There has also been a trend in recent years, especially among younger daters, to prioritize mental health and take steps to “better” oneself - and expect the same from their dates. A key difference now, according to Mashable, is that a majority of daters – 68 percent - are trying to be happy with who they are now.

Peter English, who founded popular travel site Kayak.com, has turned to a new venture. He and his partner Rachel Cohen are launching an app called Lola Dating.

According to a feature in The Boston Globe, Lola is designed to get people to meet IRL. The app offers users a calendar up front, and invites them to look for openings over the next four days (the sooner they can schedule a date, the better it seems). Lola users can mark the times and dates they are free, and the app takes it from there, matching them only with people available on the same night. The app will only be available for residents of Boston at launch.

According to its founders, meeting in real life quickly is key. They met after connecting on Bumble and instead of messaging back and forth, scheduled to meet in person right away. They were both convinced that endless messaging without getting to know each other in real life was a real problem among dating app users.