Hinge

As the East Coast braced for the horrific storm that was about to descend on them the evening of January 26^th, single folks apparently took to their dating apps for comfort.

Hinge, a dating app that matches based on your social media circles, reported that its usage rate that day was plugging along at a normal rate, when suddenly at about 3pm East Coast time - the time officials were warning residents about the upcoming storm -  activity on the app exploded, even if the actual snowstorm fell flat. 

According to Hinge’s figures, the app experienced an average of 4.75 logins per user on Monday -- a record for the app. “‘User sessions’ (the number of times an individual logs into the app) increased by 27 percent during peak hours, and activity on the app increased by 22 percent overall on Monday,” according to The Huffington Post.

There’s no doubt about it: anticipation at the thought of a free day to play motivates singles to see if they can connect with someone. "Who wouldn't want a playdate on a snow day?" Karen Fein, Director of Marketing at Hinge told The Huffington Post.

Unfortunately, the giddiness daters felt about having a snow day didn’t last.

The app noted that activity calmed down by about 10pm – perhaps because the storm wasn’t as bad as the weather reporters made it out to be, and users were wondering if they would return to work the next day instead of having a snow day. 

Or perhaps some of them had connected after all, and were getting to know each other instead of hanging out in the confines of their apartments.

It would be interesting if Tinder also released its own stats about whether or not it experienced a surge in activity in anticipation of the storm, or whether online dating sites in general had record numbers of logins, messaging, or emails sent.

It might help that this is one of the busiest times of year for online dating – New Year’s Day through February 14^th (Valentine’s Day), so the threat of the storm gave daters a little extra push to get out there and meet someone, even if it would be in two feet of snow. Or perhaps it’s entertaining enough to just flip through photos when you’re bored, or send texts to guys you haven’t yet responded to and clean out your inbox.

Whatever the case, don’t wait for another storm to hit before you login to your dating app. See who you can meet now.

In case you haven't noticed, you are now living in a world where online dating is the norm. Millions upon millions of people use dating services around the world. In America, more than half of people say online dating is a good way to meet people. Estimates calculate that as many as one-third of US marriages now begin online. We're on Tinder on our lunch breaks, on our commutes, while we're on the treadmill...

Welcome to the future.

Technology is increasingly a part of our love lives, but... is it the best way to find romance? Is there any reason left to look for love the old-fashioned way?

Well, according to research from Cornell University and the University of Indianapolis, the personal connection – not your Internet connection – may still be most effective way to meet your match. The universities found that those who met their partners through family, friends, or other members of their community experienced “stronger ties” and the positive reinforcement that comes from dating in a more “socially acceptable” way.

Those who met online, on the other hand, were more self-conscious about their relationships, despite the fact that the stigma around online dating has been on the decline for years. Because they didn't meet through in-person connections, those people lacked the automatic support of friends or family. "Our results suggest that those who meet via weak ties perceive lower levels of support for their unions," reports the abstract.

As much as we like to think of ourselves as independent and unconcerned with the opinions of others, very few of us actually live up to that ideal. It is important to us to feel proud of our relationships and supported by those who matter to us. When those things aren't present, it can have a profound impact on the relationship.

"If you meet where there's a supportive social network, you receive encouragement to continue and deepen the relationship – especially when friends or colleagues say: 'We knew you guys were right for each other,'" Cornell's Sharon Sassler told Mic.com. Without that strong foundation, it becomes easier to question the relationship when it hits a rough patch.

Some dating services, like Hinge, are attempting to bridge the connection between in-person and online. Hinge only connects users who share mutual Facebook friends, decreasing the randomness factor while increasing the important elements of support and social approval. It's still online dating, but with a real-life twist.

It's one part old-fashioned, one part new-fangled, and maybe just the right combination of both to be the way of the future.

Tinder who? Dating app Hinge has been on a slow climb uphill, but is gathering a lot of momentum as it goes. The app has broadened its reach beyond the initial major cities, which helped build not only its user base but also its brand as a serious competitor to Tinder.

This month, the app also made Time Magazine’s “Top 10 apps of 2014,” beating out the sensationally popular Kim Kardashian Hollywood despite the fact it made $100 million this year alone. (Tinder did not make the list.) Time took a dig at Tinder, noting: “Hinge sparked a flame in 2014 as it spread to more and more cities around the U.S…[Its] matchmaking connects to your Facebook account to foster friend-of-a-friend connections, a novel concept in a sea of dating apps that prioritize immediate, nearby and mostly anonymous relationships.”

Now Hinge is launching version 3.2, and due to audience demand is starting to change some of its policies, allowing for greater access to matches. Instead of providing potential matches once a day at noon, you can now view them at your convenience throughout the day. (I’m guessing this is to get people to log in more than once a day as opposed to creating a daily traffic jam.)

Hinge is also offering more matches per day. Unlike Tinder which provides an endless array of matches whenever you log in, Hinge is more particular, mostly because it has a more limited network to pull from – namely, your Facebook social circles. In order for Hinge to match you, you have to have a Facebook friend in common. (This probably encourages users to add more Facebook friends to their network, too.)

The app began in Washington D.C. and made its way to major cities including New York, San Francisco and Los Angeles. Hinge has further expanded its territories in recent months – adding St. Paul and Minneapolis, Omaha, Indianapolis, St. Louis, Miami, Tampa, Orlando, Denver, Seattle, Houston and Austin.

According to a recent article in Wired, the company has experienced 500% growth since January. While it isn’t doing Tinder’s numbers in terms of downloads and number of matches per day, the company feels its more measured growth is a better indication of its potential for long-term success.

What is in store for Hinge in 2015? On December 11th, the company announced that it raised an additional $12 million, which will help its expansion into even more cities, including its first launch into international territory in February, when it debuts in London.

Hinge is definitely a dating app to follow. For more details on this dating app you can read our Hinge review.

At the end of 2012, dating site Hinge had recently launched and was overshadowed by the popularity of dating app Tinder. Unsure of how to proceed with less than $32,000 in the bank and only a few thousand users according to Business Insider, Hinge decided to bet big on the mobile platform.

"We made some business assumptions that turned out to be wrong," Hinge CEO and founder Justin McLeod told the news website. "We were like, 'This thing is running out of money, and we need to do something drastic."

In what seems to be a spur-of-the-moment business decision, McLeod and a couple of developers holed up for a few weeks and launched a mobile version of Hinge on February 7th of 2013. But the launch wasn't as smooth as expected - Apple at first rejected the app, which caused many sleepless night for McLeod and his company. They had planned a huge launch party in Washington DC where the app first launched, and until the morning of the launch party, there was no app available.

The launch party turned out to be a success, and more people signed up right after it than had signed up for the beta in all of 2012. It seemed Hinge struck a chord with users where Tinder left them feeling insecure - especially women. Hinge does not just match users based on location like Tinder does (which means a lot of random profiles get into the mix) - you only get matched through your circle of Facebook friends of friends, so everyone you meet on Hinge has some kind of link to your circle. This security has been particularly attractive to female dating app consumers.

McLeod is not about to sit still. He is grabbing a good portion of the dating app market share, and expects to compete heavily with Tinder for its core user base. But he's taking things one step at a time.

Instead of launching his app nationally, he has launched city by city, building up a solid user base based on demand before he moves into a new market. Also, potential Hinge users must be invited by current Hinge users - adding a level of exclusivity and security to the app.

Hinge is now one of New York's hottest startups. Although Tinder is much larger (it makes more matches per day than Hinge has in its entire history), McLeod's company is starting to steal some Tinder users. It has expanded to 20 cities including Los Angeles, San Francisco and Washington, D.C. It uses a waitlist to assess demand in other cities, then launches when a few thousand people have signed up.

"There is no shortage of companies that have tried to build what we've built," McLeod says to Business Insider. "But we're using the organic, city-by-city method, which I think is the biggest thing ... We're a utility to help users meet great people in the flesh as effectively as possible ...We want to be a house party that has a really good host."

I think a lot of things while sitting at my computer, but until now, none of those things have involved which giant Internet company has the hottest employees. I was perfectly content to search for cat videos on Google and order weird home appliances I’ll never use on Amazon without thinking about the attractiveness of the people on the other side of those companies.

Then Hinge came along, a dating app that matches young professionals in similar networks, and decided that was no way to live. According to Hinge, users are 14.2% more likely to “swipe right” for Amazon employees than their counterparts at tech companies like Google, Microsoft, Apple, and Facebook. Microsoft came in second, with right swipes occurring 8.2% more often than average. Apple ranks as the least attractive tech firm, with a dismal percentage of 0.2, which is a bit surprising given the cool factor attached to all things Apple.

Before you rush to send in your resume to Amazon, consider the facts behind the findings. Amazon reported having 117,300 employees as of January, including part-time workers. In contrast, Microsoft is home to 99,000 employees, Apple to 80,300, Google to 47,756, and Facebook to 6,337. Because Hinge connects daters through their career networks, it’s likely that more Amazon employees are on the app in the first place.

Oh, and there’s also the fact that Hinge found Amazon employees to be the least “picky” of all the tech companies. Meaning, in the app world, that they’re more likely to swipe right on a profile. And meaning, in the real world, that they’re not exactly selective about who they go on dates with (no judgment, of course…do your thang, Amazon employees). Amazon employees’ more open minded approach to dating could also account for their higher numbers.

Facebook employees displayed the most pickiness – defined by how often the users pass on prospective matches by swiping left – of the bunch. Employees at the social network turned down potential matches 7.5% more than the average Hinge user. Apple employees were found to be the second pickiest, though at a rate of only 0.5% more than average.

On the whole, techie types stacked up well against the competition. Men and women at four of the five companies were all rated more attractive than the average Hinge user (the fifth, Apple, got right-swiped at about the average rate).

Good luck ever ordering from Amazon again without thinking about the hottie who may be processing your order on the other side.

We all know about dating app Tinder by now. It’s known less for its accuracy in matchmaking and more for its accessibility in meeting people anytime, anywhere – who are up for a brief fling or flirtatious chat. While Tinder is getting a lot of name recognition, another dating app called Hinge is slowly surfacing, city by city, taking the dating app world by storm and attracting a recent round of $4.5 million in venture capital money.

Why is Hinge getting so much attention (and money)? Because it is differentiating itself from Tinder in the most basic of ways. Hinge is focused on the quality of matches, which means instead of scrolling through endless photos and swiping left or right, the app finds a fixed number of matches for each user that they think suit you. Hinge is all about playing matchmaker. (It also doesn’t help Tinder that its CMO Justin Mateen was suspended recently for sexual harassment.)

Hinge matches people based on particular factors, namely profession, education history, and interests, as well who you’ve been interested in previously. What’s different about the dating app is that it’s not just pairing you with people from your circles with the same job or who went to the same college. Hinge looks for less obvious connections, like that Ivy League college alums like to intermingle, or that guys in finance like to date female lawyers. Plus, matches are all gained through your Facebook circles (friends of friends only), and you must have a Facebook friend who’s already on Hinge in order to join. It makes for a kind of exclusive club feeling.

Hinge started small in the D.C. area, but it’s iOS and Android userbase is up 300% this year in the nine cities it operates in: DC, Philadelphia, NYC, Boston, San Francisco, Chicago, Atlanta, Dallas, and L.A.

Hinge however isn’t focused solely on the dating game. They want to move in the direction of the so-called “social discovery” app, where they match people who could be friends based on interests.

The new $4.5 million round from Founders Fund and Lowercase Capital brings Hinge to $8.6 million in total funding. Right now, Hinge is free, but in order to be profitable for its investors the company is probably looking into adding premium services for a fee, or potentially licensing its technology, according to website Tech Crunch.

For now, it’s slow-growth approach and catered matchmaking are making it a big hit, especially among the more serious and discerning female daters. It will be interesting to see where it goes next.