Single

Tinder just debuted a new ad campaign in time for the holidays, one of the busiest times of the year for dating app users. The company hired creative agency Mischief@NoFixedAddress to appeal to young Gen Z daters, its target audience.

According to The Drum, the new ad tagline is “you’re not for everyone,” and highlights in a funny way some unusual passions of singles that not everyone will find endearing. The ad is meant to assure its users that no matter how unique their interests are, there will always be someone who’s into the same things.

The first ad features a woman doing astral projection from her living room floor surrounded by candles who loses her zen focus when a roommate wanders in.

Bumble announced that it is exploring how to employ the metaverse and Web 3.0 into a relaunch of its Bumble BFF platform. It also added language badges as a new feature to help users connect. 

The move towards interactive experiences seems to be where dating apps are headed, driven by younger Gen Z daters who prefer game-like experiences to swiping. Tinder recently announced that it was testing an avatar-based virtual experience called Single Town where users could meet each other in real time on different online spaces, like “bars” before agreeing to meet in person.

The rising popularity of cryptocurrency is also a factor, as Bumble has indicated it intends to create a crypto goods economy to monetize the new platform, as has Tinder.

Dating app Match is beta testing some new features geared towards those interested in more “emotionally mature” relationships, an indication that the longstanding dating platform aims to cater to more serious daters.

According to Tech Crunch, the features are centered around two big frustrations with daters in their thirties who are ready to settle down: how long it takes to find a good match, and how pervasive the problem of ghosting has become. One feature called “Matched By Us” provides recommendations like a matchmaking service based on more in-depth questions the users are prompted to answer. The company is also testing an anti-ghosting feature that pushes users to continue a conversation or unmatch with that person, so that they aren’t left wondering what happened. 

Matched By Us presents one free match every week (available for both subscribers and non-paying members), where the couple can start up a conversation immediately without waiting for mutual likes. The matches are made through an algorithm that examines answers to questions posed to users, like their five-year plans or whether they are open to relocating for a relationship. 

Tinder Are you Sure?
Feature for sending Messages

Image: Tinder

Dating app Tinder unveiled a new feature as part of its effort to step up safety measures on its platform. “Are You Sure?” or the AYS? feature will deliver a pop-up to question a user before they send a potentially harmful message.

According to Mashable, AYS? utilizes AI in real time to detect inappropriate language, based on what users have reported to Tinder in the past. When a user types a message that is flagged or noticed by the AI, an AYS? prompt will automatically appear before the user can press “send.” According to Tinder, in early tests this feature reduced harmful language in messages by as much as 10 percent. The company also said that members who saw this pop-up were less likely to be reported for sending inappropriate messages, an indication that it could curb this behavior.

The goal with using an AI-driven feature is that it will improve and become more effective in countering harmful messages over time as it gathers more input.

Image: OkCUpid

OkCupid has launched a new profile badge for users to advertise their views on climate change in honor of Earth Day.

The dating app company will prompt its users with the question: “Are you concerned about climate change & want a profile badge to show it’s important to you?” For those who choose to answer in the affirmative, a Climate Change Advocate badge will be automatically added to their profile. 

In addition, these users will be featured in the Climate Change Stack (categories where users can easily search potential matches according to interests), and OkCupid also plans to donate $1 per profile badge to EarthDay.org, up to $25,000. EarthDay.org is the world’s largest recruiter of for the environmental movement, which began on the first Earth Day in 1970. 

Tinder and Everywell are giving away Covid Tests

To prepare for a surge of daters looking to meet in person, Tinder is giving away free at-home Covid test kits. The kits will be distributed on a first-come, first-served basis, and will be offered on March 20th at 7pm EST – the first day of spring.

In partnership with Everlywell, the maker of federally approved Covid-19 test kits, Tinder will give 1,000 kits to people (500 couples) who have made plans to meet up, according to CNN. The kits come with a nose swab, which you use and return back to the lab to wait for results to post online, usually 1-2 days later. 

The popular dating app company said that 40 percent of its customers under age 30 haven’t met in person because of fear of the coronavirus, so it’s hoping this will help ease some anxiety.