Marketing

A year ago, Vanity Fair ran an article dramatically called Tinder and the Dawn of the ‘Dating Apocalypse’. It caused a major stir in the media - everyone was debating whether the swipe made love easier to find or wiped romance from the equation completely.

The article wasn’t just a catalyst for discussion amongst daters and writers. Justin McLeod, founder and CEO of the dating app Hinge, was also struck by what it had to say.

“It was the first among many realizations that Hinge had morphed into something other than what I originally set out to build (an app for real relationships),” McLeod said in an email to the Vanity Fair writer, Nancy Jo Sales. “Your honest depiction of the dating app landscape has contributed to a massive change we’re making at Hinge later this fall.”

Dating app Hinge started out with some stiff competition against Tinder. Since its debut in 2012, several other new dating apps have launched and attracted a growing user base as well as media attention, including female-centric dating app Bumble. Meanwhile, after steady growth since its launch, this year Hinge has seen its numbers declining.

Hinge’s marketing and product development have always focused on attracting more serious daters. The app is geared toward young professionals in their late twenties and thirties who are looking for long-term relationships, as opposed to the hook-up reputation that has followed Tinder since its inception. The app is billed as a “grown-up” alternative to the young users of Tinder, which at first seemed to serve the market well.

Tinder took the online dating world by storm a few years ago when it launched, changing the way people connected for dates. Instead of crafting elaborate profiles, Tinder’s appeal was its ease and visual component, its mobile interface – you like a photo, and you swipe.

But now, other apps who have tried to copy its example, creating swipe-like features of their own, have found that this is not the best way to stay competitive in the dating app space. So instead of making as many profiles available as quickly as possible, other apps are looking to curate their offerings and make it a more selective process, specifically for female users.

Gay men and women are now allowed to search and meet through dating site Christian Mingle, one of the largest niche dating sites in the industry. The site opened its platform to gay users after settling a lawsuit that claimed that it violated California’s non-discrimination law on the basis of sexual orientation.

According to the conditions of the settlement, Spark Networks who own Christian Mingle among other dating sites, will change their homepages to allow users to specify if they are a man or a woman, and also if they are looking for men or women. While Spark also agreed to create a more comprehensive and tailored matching service for users seeking same sex relationships within the next two years, the dating site Christian Mingle as it exists for gay singles can be frustrating.

In June, Facebook announced a small change to its algorithm. The platform will now be promoting your friends’ posts in your Facebook feed over news posts from relevant media, publishers and businesses. While this is great in theory because it can cut down the clutter you might not want, it puts a lot of businesses in a bind.

According to an article in International Business Times, more than 50 million businesses use Facebook Pages — from big brands like McDonald’s and Nike to small local businesses and tech startups. They will be forced to pay advertising dollars to reach people over the social media platform and increase visibility, instead of relying on Facebook’s grassroots appeal.

The biggest losers in the new algorithm changes however, are dating apps, because many don't even have the option to advertise. Back in early 2014, Facebook introduced restrictions on the dating industry that required all companies, no matter the size, to be pre-approved for advertising. It was an effort to crack down on dating services that were abusing their advertising privileges with suggestive images and messaging to potential users, because their content could be interpreted as too explicit or inappropriate.

As a result, all dating apps are paying the price. Even traditional and reputable dating apps that boast large followings like Match are prevented from advertising until they go through an application process to be whitelisted. Some dating services that applied over two years ago are still waiting to hear if they have been approved.

The rules for approval and advertising guidelines were decided by committee - a roundtable Facebook held with some of the largest dating advertisers in the industry, including Match and Zoosk.

The basic process is this: after being accepted to advertise, approved dating services have to adhere to certain standards, such as only targeting people 18 and older who list themselves as single and interested in meeting men or women. Sites that have a sexual emphasis are not permitted, nor are dating sites that use any suggestive or pixelated images.

Dating apps like HER, which markets to the lesbian community but is a platform for forming friendships as well as dating, was affected negatively by the new policies. In fact, 30% of their users are in relationships, but they use the app to find groups of friends with similar interests. HER is not allowed to advertise to these users over Facebook, only the single users.

More dating apps as a result have been turning to Twitter and YouTube for advertising their services. While Twitter doesn’t allow explicit advertising, their platform is less restrictive for dating services overall. And this might change the way dating services appeal and market to potential customers, as they leave Facebook to spend their ad dollars on other platforms.

Pokemon Go took the world by storm when it launched this summer. The app has successfully gotten people up off their couches to explore new neighborhoods in order to play, so it’s only natural that its positive momentum to connect people can influence the online dating sphere, too.

And now thanks to Project Fixup, a US-based dating and matchmaking service, you can sign up with a new service dubbed PokeDates in order to find your “PokeMate.”

PokéDates aim is simple: it offers single Pokémon Go players a chance to meet up at a prearranged "PokéStop” or "PokéGym" before exploring their city for various Pokemons, adding a social – and potentially romantic – element to the hugely popular game.

Here’s how it works: Pokémon Go players answer a few questions about themselves and what they’re looking for in a potential date, plus whether they have any deal breakers. Next, players/ users add in dates and times when they’re available to play the augmented reality game with a potential date. Then the Pokédaters each get an email with all the details about when and where to meet their match. After that, it’s up to the players to see if there's chemistry.

Sounds great, right? You can play the highly addictive Pokemon game, which had crowds at Central Park last week searching together madly for a rare Pokemon, and potentially meet the love of your life while doing it.

There’s a catch, however.

The first date is free with Promo code POKEDATES2016, but after that, it costs $20 per date to play, which is kind of pricey by online dating standards. It’s currently available in the US and Canada, but only for players 25 and older.

Sarah Press, Project Fixup CEO cofounder, said in a statement: "Pokémon Go has taken the world by storm and it’s more fun to play with a companion. We hope PokéDates will bring singles together to experience the joy of the game and explore their city while getting to know one another."

Of course, you could just meet other Pokemon Go players while you are out playing, as long as you take some time to strike up a conversation. But where’s the fun in that?

According to Business Insider, PokéDates claimed to have over 2,200 new signups within eight hours of being live, with 10-15 new ones occurring every minute.

And according to US Weekly, Since Pokémon Go launched in early July, it has broken records as the fastest mobile game to hit 10 million downloads.