Hinge

Dating app Hinge is doubling down on its “designed to be deleted” tagline to offer a series of new ads featuring users deleting their profiles after finding love.

According to Ad Age, there will be four spots, each featuring a humorous take on a Hinge user trying to “break up” with their old Hinge profiles because they have met someone special and no longer want to date. The global campaign was created with creative agency partner Opinionated.

One ad shows a young man at a restaurant surrounded by his alter ego profile pictures, including one of him with a surfboard, holding a dog, and one where an ex-girlfriend had been marked over with a sharpie. He’s breaking the news to them that despite the fact that they created “the perfect profile” he would have to delete them. The alter egos think he’s joking, asking if he is joining a monastery, but he reveals he met someone special and they have to go – at which point they disappear.

Hinge Vaccine Badge

Image: Hinge

Dating apps are offering vaccine stickers for user profiles in the U.K., so potential matches can know vaccination status right away before swiping right.

Tinder is offering an array of stickers, including “Vaccinated” and “Vaxing soon,” according to a report from BBC News. Tinder, Match, Hinge, Bumble, Badoo, Plenty of Fish, OurTime and Muzmatch will all be offering badge options for users to add to their profiles, in partnership with a vaccine push by the U.K. government.

The vaccination badge trend began for U.S. dating app users, thanks to a government initiative to get as many people vaccinated as possible. The Biden administration pursued a partnership with dating apps, hoping they would be a good way to reach out to younger people and give them an incentive to get the vaccine – i.e., they can brag that they did and potentially attract more matches.

The U.S. government is doing all it can to encourage people to get vaccinated, including partnering with dating apps to reach more people while they congregate online. Tinder, Bumble, OkCupid, Hinge, Match and Plenty of Fish are some of the most high-profile apps participating.

The dating apps are providing some incentives for vaccinated users, too – including vaccination status badges for easy identification among matches, search filters according to who has gotten the vaccine, and free access to popular paid features, according to NextGov. 

For example, Tinder users can indicate whether they support vaccines on their profile and vaccinated users can access “Super Likes” – a popular paid feature that allows users to let someone know if they are really interested.

Seniors are a growing demographic of online daters, and they are flocking to popular dating apps, including Tinder, according to a recent study.

Independent insurance group Choice Mutual found that about one third of seniors who have dated in the last five years have looked to dating apps to meet people. In addition, two thirds of those using dating apps have found relationships with someone they met through the platforms, according to Forbes. 

Some top choices of apps were Tinder, Match and Hinge, with 35 percent of respondents saying Tinder was the platform where they met the person they were dating. Twenty-eight percent said they had the best luck on Match, 25 percent had found someone either on Hinge or Plenty of Fish, and 24 percent had found their significant other on Bumble.

Online dating company Match Group’s stock rose after details of its first quarter earnings report were announced. Shares were up 5.3 percent to $146.30 according to recent trading reports.

Barron’s reported that Match Group posted revenue of $668 million for the quarter, up significantly from original Wall Street forecasts of $650.7 million. And profits were also up 57 cents a share, higher than the expected 40 cents per share. Match Group owns a range of popular dating apps, including Tinder, OkCupid, Plenty of Fish, and Hinge as well as niche apps like BLK and OurTime.

Tinder is still the star of Match Group’s offerings and its main revenue stream, with 18 percent growth in revenue for the dating app. However, Match Group noted that it has seen 30 percent growth in the rest of its business. Notably, some of its lesser-known apps like Hinge are seeing a surge of growth as the company invests more in its other offerings, too.

Dating app Hinge is now offering prompts via their video chat feature to help guide virtual daters towards a more engaging, fun conversation.

According to The Zoe Report, once you start chatting with someone on Hinge, the new feature will let one of you swipe through prompts to ask during the call. There are eight main types of prompts to choose, starting with The Warm-Up (which are ice-breakers to get you started). Hinge then moves on to Dive in Deep (which gets into personal questions), Behind the Scenes (insight into your daily life and habits), Not So Serious (“fun and out-of-the-box” questions), Dim the Lights (if you’re looking to get romantic), Underrated or Overrated (opinions on some more controversial or polarizing subjects), and finally Let’s Delete Hinge. The last one is assuming the call is going well and you’re going to take things offline.

Hinge has called this new offering a “virtual vibe check” so daters don’t feel the pressure to meet someone in person before having a conversation and getting a sense of who they are.