Marketing

OkCupid has always been bold when it comes to analyzing data in interesting ways and making it easier for people to interact online. They were one of the first online dating sites to offer transgender identity options, and now they are aiming to provide a little more depth to the swiping madness we all crave from our online dating apps.

The company is launching “Quickmatch Flavors,” a cute name for an interesting new feature. While most people swipe quickly (in the span of less than a second), making decisions based on a single profile picture, OkCupid aims to provide users with a little more information so they won’t potentially miss out on someone great. After all, the faster we swipe, the more we miss.

The new feature is designed to counter this photo-based one-dimensionality, allowing users to also see a snapshot of someone's personality, too.

Look at it this way: you could like someone’s profile who looks hot, but maybe you’re a couch potato and she is unreasonably obsessed with the gym. Or maybe you’ve passed on a bookish nerd who’s actually great in bed. The OkCupid team wanted to bring more depth to swiping, so they examined user profiles to come up with different types – or “flavors” – of personalities. 

For a taste of the flavors, OkCupid listed some options they tested on their website, and provided a background of their methodology. Flavors are curated groups of people within Quickmatch that fall into a specific category, like liberals, indie music fans or outdoorsy types. But OkCupid found that the feature wasn’t so fun to use when the categories were so boring and simple. 

So instead, OkCupid (being the irreverent website that it is) has come up with some interesting twists for the categories to make it more fun. For instance, in the first round of flavors they included “tattooed cuddlers” and “mannerly metalheads.” Also for more lifestyle-based choices, “holy rollers” (with a smoking joint icon), “Hipster vegans” (again with an avocado smoking a joint), or even “Best in Show” which I can only assume means dog lovers.

OkCupid measured the results, noting which descriptions its users were most likely to choose. People seemed to respond best to descriptions that were more sexual and playful, so they came up with another round of categories, including “Night Owls,” “Bookworms,” “Thrill Seekers,” “Easy Goers,” “Early Birds,” and “Star Gazers.”

OkCupid said in a statement: "We executed this idea because we wanted to explore how to reinforce what makes people unique. Personality and opinions matter when it comes to connecting with people. If it didn’t, we’d all be plain old vanilla. And Flavors speaks to that.”

For more on this online dating service please read our review of OkCupid.

Tinder might be the dating app giant, but other dating apps are seeing success by catering to specific market needs that don't involve endless swiping.

Last month at Tech Crunch Disrupt, a panel of dating app CEOS gathered to discuss the industry, trends, and how things are changing – they think for the better. Specifically, the talk was given by three female CEOs about how women are changing the dating app game: Whitney Wolfe from Bumble, Dawoon Kang from Coffee Meets Bagel, and Robyn Exton of Her.

One thing to note: while these are all dating apps, they made sure to point out that their focuses and application are different. Bumble is a female-centric dating app similar to Tinder and free to use, although the company is looking for ways to monetize the app without resorting to all-paid memberships or advertising. Wolfe says that they have noticed an interesting trend among users: that they are looking for friendships, too. Right now, Bumble’s platform allows you to look for friends as well as dates, but soon they will be rolling out a feature that includes finding groups with similar interests.

Coffee Meets Bagel is an app that stresses quality over quantity, allowing only one match per day, and giving the users only twenty-four hours to accept a match. Kang is focused on the success of the matches, which she says only helps other people spread the word about the app. She is rolling out a paid feature that lets daters use an A/B test to see which photos they should put on their profile. Right now, users can also pay for a premium membership, which includes more matches and other incentives.

Her is aimed specifically toward female dating in the LGBTQ community. Exton points out that they have been lucky to be able to focus on one gender when studying patterns for dating and befriending people over the app. The app offers users a community – with news of local events, social networking, and dating applications.

All three CEOs agreed that a more nuanced approach to features is the key to an app’s success, designed to benefit a specific group of users, whether that is women, same-sex daters or people looking for friendship.

Despite the popularity of Tinder and our swipe-happy culture of dating, there is still room in the market for other players – even new apps. Most people (while they do still use Tinder) are looking to other apps to help fill a need that they feel Tinder isn’t serving. Whether daters have concerns about security, or are looking for an app that offers more than photos, or look to a niche market (like Farmer Dating) to satisfy their particular requests for mates, many more apps are launching and some are seeing success.

Competition, no matter how saturated the market, is always good for the consumer.

Since its debut, The League has earned a somewhat elitist reputation. True to its name, the dating app screens all of its applicants according to their career and education, making it a place for singles of a certain stature to find each other online.

Recently, the company launched a new version of its dating app in Los Angeles following a soft launch in New York and San Francisco, and is now focusing on events. Potential members are still required to apply before being able to use the app (the company claims more than 100,000 are on its waiting list). But once you’ve been approved as a member, you can join or create new events based on your interests.

TechCrunch interviewed CEO Amanda Bradford about the app’s new focus, and she emphasized its potential. “The overall goal,” Bradford told the news website, is to turn The League into a “members-only club,” with “a killer singles scene.”

Business Insider was a little more skeptical about the relaunch, calling it a “do or die moment” for the company, since they need to make some cash soon. According to Business Insider, The League spent most of the last year rebuilding its app from the ground up because it wouldn’t scale properly – hence the focus on events. The company needed to see if people were just curious about the app because of the media buzz, or if it was a viable platform where its members would truly engage. Although the app is still free, Bradford did say that the plan is to offer a freemium service and start charging a tiered membership fee, similar to a members-only club. “Ads aren’t feasible for us,” Bradford told the website.

The newest version of The League is meant to encourage friendships and networking among the site’s members, and not necessarily limit connections to dating. For instance, a female user can create a “women’s wine circle” or a running group. The focus is more on the activity, event or interest, and less on meeting potential dates, which makes these events more organic and fun compared to a singles party. The League has done its own events for members, but these are limited in comparison to members taking charge and creating events themselves.

So while the company says it’s not moving away from the dating space, it seems to be focusing more on the app’s potential to create connections – whether it’s friendships, business contacts, or potential dates.  The bigger question is how soon the app will be able to grow its membership, stickiness, and eventually its revenue stream.

Are you a Republican or Democrat? According to a study by dating website Match, most people looking to date wouldn’t care one way or another, but something has changed in 2016, and people are becoming more polarized and politically active.  

Perhaps it’s the entertainment aspect that Donald Trump has brought to the campaign trail, or the enthusiastic support of Bernie Sanders among young liberal voters, but something has shifted in the collective American psyche---so much so, that it has inspired two new dating apps.

So now the question has become: Are you a fan of Bernie Sanders, or not a fan of Donald Trump? Regardless of how you feel, there are two new dating sites you should know about.

Bernie Singles launched a few months back, when app developers found that there was a real market for young activists looking to meet each other – for friendship or something more. It seemed that many Bernie Sanders fans on Facebook were eager to meet like-minded activists in person, and there was an instant show of support for the dating app.

Bernie Singles definitely embraces the progressive slant of the candidate who first inspired it. When you join, you can register as male, female, genderqueer or transgender - and as straight, gay, lesbian, bisexual, pansexual, queer or asexual. There’s no gender bias, which also seems to be a good selling point.

In fact, so many people downloaded it when it first launched that the site crashed in the first week. Several thousand have joined to date.

Not to ignore the dating app potential with the current political groundswell of young activists, there will soon be an app for those looking to avoid a Trump Presidency. Maple Match, whose tagline is “Make Dating Great Again” – a play on Trump’s campaign slogan of “Make America Great Again” – has been making headlines with the announcement of its product, coming soon to market.  The app promises to find Americans who are looking to flee a potential Trump Presidency some Canadian matches. Even before its launch, 5,000 people have signed up for the site.

As it turns out, Trump isn’t the only reason Americans want to flee the country. According to a recent interview in The Guardian, Joe Goldman, Maple Match’s founder said: "This site shows that a lot of people are frustrated with the current dating options. A lot of Americans really want to meet Canadians. They're looking for something new and something better."

Bernie Singles is coy in its approach, noting on its website: “The one percent aren’t the only ones getting screwed this election season!” 

Either way, politics has entered the mix in online dating. We'll see what happens in 2017.

There seems to be a new dating app launching every week. In such a crowded market, you’d think investors and developers would shy away from creating something new, but it seems everyone is trying to take a piece of the dating market away from Tinder.

However, I came across a new app trying in a more interesting way to differentiate itself from the popular app – not by being more “female-focused” or offering profile verification as other competing apps are doing, but by focusing on what the actual goal is – the real-life date.

Dating app Dine offers users a chance to match not only through common interests, but through restaurant preferences. According to the company, the goal is to get you from an online match to an actual date – dinner or drinks – as quickly as possible. (Avoiding the Tinder problem of messaging endlessly with no results.) The app is integrated with Yelp to offer local eating choices.

Dine is owned by Mrk & Co., founded by veterans of Japanese gaming giant DeNA, which Nintendo partnered with to bring its games to Smartphones last year. But Dine isn’t incorporating the game-like elements of Tinder or its parent companies' popular games in its dating app. Its premise is similar to dating website How About We, where people can search for matches based on ideas they come up with for a first date. But Dine is all about the eating experience.

The concept of Dine is simple: After filling out your profile, you pick three restaurants or bars where you’d want to meet for a date. Dine offers you 2-5 potential matches per day, along with which three places they chose, so you can request to go on a date at a particular location.

When you send someone a date request and they match (accept), you can message each other. However – Dine provides users with suggested messages ready to go, with the language focused on scheduling a date and time for your meet-up. Of course you can erase their suggestions and add your own message, but the app is focused on getting you to set the date and meet in person.

According to an article in Business Insider, about half of accepted requests lead to actual dates within a two-week period, at least for the beta phase of the Dine app launch.

Dine has now launched all over the U.S. and Canada. Also noteworthy: Apple was impressed enough with the concept to feature it on its list of "best new apps".

How do you know if that cute guy you matched with on your dating app is really who he says he is? The hard truth is – you don’t, at least until you meet in person.

One consistent issue with online dating (and social media in general) has been users setting up fake profiles. Often, these fake profiles are used for catfishing – or targeting and scamming other users or members of the same service. Online dating site Badoo has decided to address the problem with its own newly-launched photo and profile verification system.

Many online daters in the U.S. have heard of OkCupid or Tinder, but they haven’t heard of Badoo. Despite this, it is a global giant in the online dating industry with 300 million registered users in over 190 countries, bigger than all of the popular U.S. dating services – even Tinder. Plus, the company has 400,000 signups every day, mostly in Europe and South America.

According to Badoo, the new verification system will hopefully eliminate catfishing from the service altogether. When a new user signs up, they are asked to verify their profile. Badoo then sends them a request for a photo – and the new user has to perform a specific gesture that Badoo assigns. (The company notes that it is a unique and specific gesture, not a common one like a “thumbs-up.”) Badoo will then make sure it's you by looking at the other photos on your profile along with the unique pose. You may even be asked to do another pose. The whole process takes less than a minute since the company has 5,000 moderators worldwide checking them out, so it’s pretty efficient.

If a user chooses not to verify a photo, they could be excluded from other users’ views who only want to connect with verified profiles.

The new verification system is another step in Badoo’s strategy to appeal to female online daters. With the verification system, Badoo intends for female daters to feel more secure in signing up and using the service, since they are often the ones who are targeted with fake profiles and messages.

This seems to be a strategic move. The company recently bought popular female-centric dating app Lulu, where women rate the men they date for other women, as a referral or warning system, depending on how you look at it. Badoo’s head Andrey Andreev hired Lulu’s founder Alexandra Chong as President of Badoo, and the company intends to set up a U.S. office to attract more of a presence in the States. According to TechCrunch Andreev also has invested in Bumble, another female-friendly dating app.

The new version of Badoo is available in the iTunes store, Google Play, and the Windows store.