Marketing

China has launched a new state-sponsored dating app to boost marriage rates in the country. Palm Guixi is now available in the Jiangxi province and will use personal data on its single residents there to build its matchmaking platform.

The app itself differs from traditional dating apps like Tinder and Bumble in that the state-run operation picks your matches out based on tracking data, and sets matches up via the app’s blind dates platform according to Gizmodo.

Local governments in the province are organizing in-person matchmaking events as well, encouraging single attendees to wear traditional clothes and play games as a way to break the ice and to celebrate Chinese culture  according to The Guardian.

Tinder has announced two significant new features it is rolling out, including highlighting relationship types (including non-monogamy) and allowing members to display their pronouns on their profiles.

With the new update, Tinder users will be able to choose from a variety of terms to describe their relationship type, and it will display prominently on their profile just under their name and age. They can choose from descriptions like “monogamy,” “ethical non-monogamy,” “open relationship” or “open to exploring,” for example.

According to the press release, Tinder is making this shift to put relationship types more front and center, since it found that 41 percent of Gen Z users are open to non-traditional and non-monogamous relationships. This feature complements the Relationship Goals feature the company rolled out last year, which gave users the ability to specify if they are searching for “Long-term,” “short term” or long-term, open to short-term” among other types, like “just figuring out my dating goals.”

Image: Tinder

Tinder has unveiled its first global ad campaign called “It Starts with a Swipe,” featuring vibrant and colorful artwork with an 80s pop aesthetic. The campaign celebrates different types of relationships, a pivot away from its “hook up” reputation to show a wider range of possibilities for singles.

According to Tinder’s blog post, the campaign was photographed by French photo-digital artist Pol Kurucz, and is “evocative of modern day fairy tales, featuring different possibilities, in a vibrant, electrified dating journey.”

The campaign was created in partnership with ad agency Mischief, and is directly targeted to younger Gen Z daters, who are looking for a range of relationship possibilities. The company recently surveyed singles on the app and found that globally, 40 percent of Gen Z members are looking for a long-term relationship, and only 14% are looking for a short-term connection.

Bumble surprised investors and analysts with its latest earnings report, which showed better-than-expected revenue in the last quarter of 2022. Shares of the company’s stock rose about 2 percent as a result.

According to Seeking Alpha, Wall Street analysts had expected fourth quarter revenue to reach only $235.9 million, but the company reported revenue of $241.6 million, up from $207 million in the same quarter the previous year.

Bumble also reported 3.4 million paying users during the fourth quarter of 2022, compared to 3 million in the same quarter of 2021. Total average revenue per paying user was about $23.01 for the fourth quarter of 2022, compared to 22.68 the year before.

Tinder unveiled several new safety features, including “Incognito Mode” where users can control their visibility as well as how they interact with others on the app. The new features were rolled out February 6th to coincide with Safer Internet Day.

According to Tech Crunch, “Incognito” is a bit more advanced than just being able to hide your profile – users who opt for this feature can still Like and Pass on potential matches, but only those they have “Liked” will be able to see them.

The new feature is available for paid subscribers for Tinder+, Gold and Platinum members only.

Match Group is expected to lay off up to 200 employees, or about 8 percent of its workforce (currently around 2400 employees before the cut) after sharing a disappointing outlook for the first half of 2023 in its latest earnings call.

According to Reuters, the company blamed “significant” poor product execution at Tinder, in addition to dealing with a tough economy and a strong dollar. CEO Bernard Kim brought in a new management team and is in the process of rebranding Match Group’s star app.

The layoffs were primarily in recruiting, with CFO Gary Swidler noting that the company is restricting its hiring to Hinge and other growth businesses, with notable cuts to Tinder staff.