Marketing

Dating app Bumble is releasing new features for its free and premium services, aimed at fostering a kinder, more curated dating experience, according to the company’s press release.

Mashable noted that one of the new features is Review Before You Send, and will be part of its Compliments feature. While Compliments is intended to encourage positive interactions over the app, sometimes the message isn’t received well, no matter the intention of the sender. In fact, as Bumble tested Review Before You Send, they found that 46 percent of people chose to edit their Compliment after they received the prompt, because it encouraged them to reread their message and think twice about sending it.

Another new feature the app is launching allows users to add their interests to the top of their profile (modeled after the app’s hit “Top Artists” feature, where a favorite band or singer is placed front and center in a user’s profile).

Match Group announced in its quarterly earnings call that its star app Tinder will be launching a “high-end” subscription tier this fall. In addition, Tinder will debut a product refresh to cater to the Gen Z dating market.

The company has been testing price points in different markets, including a $500 subscription that was called Tinder Vault, according to CPO Mark Van Ryswyk. In an interview with Fast Company earlier this year, he noted that there’s a market for daters who are willing to pay for good matches, as evidenced by the success of its exclusive dating app The League.

However, the price point was arguably high for an app that will not include human matchmakers, but instead will continue to rely on technology to serve up better matches.

Image: Bumble

Dating app Bumble has partnered with the much buzzed-about Warner Bros. movie Barbie, which premieres in July in theaters across the world.

Bumble’s partnership is to promote its new Compliments feature using images of the movie’s stars to bolster confidence and encourage people to try it out, according to marketing news website Campaign Asia. In addition to images, the app will have pre-recorded messages from the stars to motivate users to engage positively with each other.

Barbie, played by Margot Robbie, has a dialog bubble on Bumble’s app that states: “your taste in movies? Sensational. Now it’s time to show them how sensational your Compliments are.” Other stars featured include Simu Liu (Ken #2) and Issa Rae (President Barbie), and Ryan Gosling (Ken #1).

Match Group’s stock rose 21.3 percent during the month of June thanks to analysts’ more positive expectations of a turnaround at Tinder, and CEO Bernard Kim’s large insider buy of the company’s shares.

According to Motley Fool, there is new confidence among analysts in the dating company’s stock, which had been falling in part due to struggles with its flagship dating app Tinder, which led to the company falling short of revenue expectations in the first quarter of 2023.

To respond to concerns of falling subscriptions, the company has been promoting new premium in-app features. It has also invested in a huge marketing campaign for Tinder aimed at Gen Z, its fastest-growing audience. The effort seems to be working, since Gen Z is its fastest-growing audience.

NBCUniversal’s Peacock has struck a deal with dating app company Match Group to offer a three-month free subscription of its streaming service to users of the company’s popular dating apps.

The theme of the new campaign is “find someone to get streamy with,” according to the joint announcement.

The companies kicked off the campaign on June 22nd according to The Hollywood Reporter, and the offer will be extended to users of all of Match Group’s apps, including Tinder, Hinge, OkCupid, BLK and Plenty of Fish.

According to the announcement, the campaign will include “editorial content” and “experiential events” that are tied to Peacock programming, such as the upcoming Women’s World Cup and Big Ten football games. Match Group app members who participate will be eligible for additional offers and promotions from Peacock for the duration of the campaign, but the 3-month subscription is available now.

Image: Bumble

Dating app Bumble is showing users it puts safety first according to its recent ad campaign “The New Rules of the Game,” which won an award from The Drum for Marketing the Americas 2023.

According to The Drum, Bumble wanted the campaign to speak to women, who are often worried about meeting people on a dating app because they are likely to encounter rude or explicit messages or photos when they are searching. The company highlights all the ways Bumble is creating a safe space for singles, where dating can be both safe and fun.

The campaign focused on real and important issues for daters while at the same time making it playful and engaging by doing a series of sports-related ads. In one, a female baseball player is up for bat and waiting for the pitch while the narrator talks about the “Private Detective” feature which keeps photos blurred, unless the user says it’s ok to see. At the end, the batter catches an eggplant and smiles, adding to the humor.