Marketing

Ahead of Valentine’s Day, Tinder has partnered with food brand Knorr to encourage users to highlight cooking skills on their Tinder profiles. A whopping 93 percent of Gen Z Tinder users find a date’s ability to cook attractive.

According to Design Rush, the new campaign encourages Tinder users to “unlock their green flag” by touting their ability to cook in profiles and hopefully sparking conversation. Knorr is also helping Tinder users get inspired by offering recipes and cooking tips on TikTok and Instagram leading up to Valentine’s Day under the campaign hashtag #UnlockYourGreenFlag.

According to the joint press release, Knorr and Tinder conducted a study of users to find that 63 percent are more likely to swipe right on someone with cooking listed as interest. And about 28 percent of singles said they won’t consider dating someone who can’t cook.

Ahead of Valentine’s Day, Tinder has partnered with food brand Knorr to encourage users to highlight cooking skills on their Tinder profiles. A whopping 93 percent of Gen Z Tinder users find a date’s ability to cook attractive.

According to Design Rush, the new campaign encourages Tinder users to “unlock their green flag” by touting their ability to cook in profiles and hopefully sparking conversation. Knorr is also helping Tinder users get inspired by offering recipes and cooking tips on TikTok and Instagram leading up to Valentine’s Day under the campaign hashtag #UnlockYourGreenFlag.

According to the joint press release, Knorr and Tinder conducted a study of users to find that 63 percent are more likely to swipe right on someone with cooking listed as interest. And about 28 percent of singles said they won’t consider dating someone who can’t cook.

Tinder is courting some TikTok influencers, hoping they will lure Gen Z users back to the app.

Tinder paid six influencers to try out the app and post a series of videos about their experiences from September to December, ahead of the new year (which is the busiest season for dating apps). The TikTok stars posted videos about using Tinder and how things went meeting their dates in person under the hashtag #theconnectionexperience.

According to Axios, Tinder's recent brand sentiment study found that people were more willing and interested to try Tinder after watching their favorite TikTok influencers talk about using it.

Bumble founder Whitney Wolfe Herd announced that she will be returning to the company as CEO in March.

Wolfe Herd left the position early last year and Lidiane Jones, the former CEO of Slack, took the reins at Bumble. Jones oversaw a major reboot of the app which deviated from its original female-first approach, allowing men to message women first. During her tenure, the company went through staff layoffs and a significant drop in stock value as well.

Jones said she was leaving “for personal reasons” according to The Verge.

In time for dating apps’ busiest season, Tinder launched a new ad campaign to persuade young daters that they can find real love on its app.

The ads use humor to show how Tinder can turn negative moments in dating into the start of something special, reminding users that they can find significant relationships on the app. Tinder is moving to dispel stereotypes, including that people use it only for hookups.

The campaign was created by Mischief @ No Fixed Address, the ad agency Tinder partnered with in its previous campaign “It Starts with a Swipe,” according to Tinder’s press release.

Hailey Welch, the “Hawk Tuah” girl who rose to fame from a viral video moment has now launched a new dating app dubbed Pookie Tools.

Pookie Tools is AI-based and acts like a virtual wingman, offering everything from conversation prompts to outfit recommendations to profile enhancement tips.

The app targets the Gen Z market with some of Welch’s “cheat codes,” as the description in the app store reads. The cheat codes include a “Conversation Assistant” and “Text Responder” that offer personalized prompts to keep conversations going and an “Astrological Insights” feature that helps determine a match’s compatibility based on zodiac signs.