Marketing

Hinge announced that it has launched a new feature called “Dating Intentions” to encourage users to be more honest and upfront about what kind of relationship they are looking for.

According to Tech Crunch, the feature allows users to select a dating goal from a drop-down menu, which will be displayed in their profile. Some options include “life partner,” “long-term,” “open to short-term,” “short term, open to long-term,” “short term,” and “figuring out my dating goals.”

Online daters have grown increasingly frustrated with forming relationships that go nowhere, or that are layered in ambiguity. Some find it difficult to ask their dates what they are looking for in a relationship in the early stages, which leads to a lot of misunderstanding and heartache down the line, after they’ve invested emotionally in the relationship. Hinge hopes the new feature will help alleviate that, or at least help spark a conversation before the first date so both parties know what to expect.

The Lox Club has turned to TikTok for attracting new users and is seeing record new downloads of its app as a result. 

The dating app launched last year to big fanfare and a profile in The New York Times, but the real test came with keeping users engaged so they didn’t return to Tinder and other popular dating apps. Since launching its new TikTok marketing strategy, the company has seen 13,000 conversions (clicks turned to downloads of the app) in January and February, according to AdWeek. This is also five times the number of conversions in November and December of last year. 

There’s a crop of new dating apps looking for novel ways to attract Gen Z users who want more than a swiping experience, which means thinking outside traditional advertising options, like Facebook ads which don’t necessarily convert browsers to users. Younger daters also gravitate to creative content and TikTok in larger numbers, opting to be entertained, which has driven some engaging new features in the dating app industry. For example, Tinder launched an “Explore” section, which includes Festival Mode to help users meet up with each other at music festivals and an interactive series called “Swipe Night,” among other features.

Dating app Hinge announced it has started a fund to support aspiring therapists and counselors from the LGBTQ and BIPOC (black, indigenous and people of color) communities. It will be providing $10,000 in scholarship to ten people towards their education in these fields, according to Mashable.  

From May 18 through June 17, applications for the fund will be open to U.S. college and graduate students in the mental health field, who can apply via the website HingeAdvocatesofTomorrow.com. According to Mashable, applicants complete the form and respond to two prompts about the mental health and wellness needs of the LGBTQ and/or BIPOC communities, and from there, twenty finalists will be selected. The finalists will be asked to create a video about how the scholarship will support their individual journey as well as their career.

Hinge has also collaborated with artist and mental health advocate Fariha Rosin, who authored a book on mental health resources for marginalized communities. She said in the company’s press release: “These times can be really dark and overwhelming in a lot of ways and that’s why we need mental health advocates. This initiative is helping people become the light bearers, creating generational ripple effects of healing.”

Bumble dating app has partnered with Gucci to help support female entrepreneurs, furthering its mission to empower women not only in their personal lives but professional careers. The move was announced at a kick-off party for this year’s SXSW conference in Austin, Texas, where Bumble has its headquarters.

The two companies held a joint event at a downtown Italian restaurant to highlight female innovators across fashion, technology, film, and music, according to Vogue. The event specifically supported the work of DivInc, “a Texas-based non-profit that works to achieve greater social and economic equality” through supporting those who are starting their own businesses. The non-profit is set to start its new Tech Accelerator Program to benefit women who are just starting out. Bumble and Gucci partnered for the event through their joint campaign called Chime for Change, which promotes gender equality.

Gucci was also celebrating the launch of its new store in downtown, Austin.

Bumble made its first acquisition by purchasing fast-growing French dating app Fruitz. 

Fruitz is particularly popular with younger Gen Z daters in France, and Bumble will be adding it to its suite of apps including Badoo, which is popular across Europe. Fruitz caught Bumble’s eye because of its growth among this demographic in Western Europe – including Belgium, Switzerland, Spain, Netherlands in addition to France. Fruitz is also gaining ground in French-speaking Canada.

Bumble will not be rebranding Fruitz, according to Tech Crunch. It will provide the resources for Fruitz to expand and operate however, including AI technology, safety features, and marketing. Currently Fruitz is available free for download but users can purchase additional features for a cost.

Hinge is giving some love to single Moms this Valentine’s Day, offering $100 in childcare stipends so that they can make plans for a date.

According to the company’s press release, the popular dating app kicked off the campaign on Friday, February 4th ahead of Valentine’s Day. Users who have selected “Have Children” in their profiles will receive an opt-in notification at that time. To be eligible to receive the gift, those who opt in must also comment on someone’s profile that same day. The gift cards will be sent via email to each selected parent, according to the release.

The campaign is in partnership with French singer-songwriter Soko, who is also a single parent. Soko wanted to focus especially on the LGBTQ+ community and encourage discussions on “how to prioritize responsibilities as a parent while also making time to find someone special,” according to the release.