Bumble

Alex Williamson knows a thing or two about dating. The 28-year-old joined the Bumble team a few months before launch, and is now the app’s director of creative marketing and brand copywriter. If you’ve seen Bumble’s viral response to a finance bro (also known as "The Connor Letter”), you’ve seen Williamson’s work.

Refinery29 recently sat down with Williamson to get an insider’s perspective on the online dating industry. She shared what she’s learned working behind the scenes at one of the world’s most popular dating apps, offering advice on how to write a bio, how to choose a profile picture, how to identify red flags, and more. Her top tips include:

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.

While Tinder is expanding its market share in the dating industry, Whitney Wolfe, one of Tinder’s ex co-Founders and now CEO of dating app Bumble, wants to take her app in a new direction outside of dating: business networking.

Bumble began as a dating app where women make the first move. Guys aren’t allowed to message or see a woman’s profile unless she allows it first, putting her in control of the interaction. Her app has gotten some buzz (excuse the pun), and has in the past year expanded its search and connection capabilities for friendships as well as romantic hook-ups with its feature BumbleBFF.

And according to recent articles in Gizmodo and The Verge, it seems the app wants to help you in another aspect of your life: your career.

Last year’s infamous Ashley Madison hack revealed a statistic that seemed to confirm what many already feared about online dating. The site’s database included over 31 million male users and just 5.5 million female users. Of those profiles, only a small percentage were real and active: around 20 million men and 2,500 women.

You don’t need to be a mathematician to know those numbers are bad.

The vast majority of Ashley Madison’s female users were inactive or, worse, not real to begin with. Since then, singles have become even more skeptical of the veracity of women’s profiles on dating sites. SurveyMonkey Intelligence recently put those suspicions to the test by studying which dating apps have the highest proportion of women.

The bottom of the bunch is no surprise: Grindr, an app geared towards gay and bisexual men. Some of the entries farther up on the list are equally unsurprising. Coffee Meets Bagel and Bumble, both female-friendly apps, scored relatively high. Tinder and PlentyOfFish found themselves in the middle of the pack, despite having more users than any of the other apps tested.

But the number one spot is where things get interesting. Topping the list, with a userbase that’s 58.6% female, is Christian Mingle. Christian Mingle, Coffee Meets Bagel, and eHarmony are the only apps that have a majority of female users. Who would have guessed that a niche, faith-focused dating app would rank so highly?

SurveyMonkey Intelligence also found that men and women use dating apps differently. Looking at what percentage of users engage with an app on a daily basis, the results are almost flipped. Grindr is the clear leader, with 70.3% of users engaged each day. Christian Mingle and eHarmony bring up the rear with 33.7% and 28.7%, respectively.

It could be that men are generally more engaged daters than women or, as SurveyMonkey Intelligence speculates, it could down to Grindr’s demographic. Because the app is geared towards a targeted market, Grindr users may stick to one app while other demographics spread their efforts among multiple services.

SurveyMonkey Intelligence tested a variety of other factors (read the full report here) and closed with a few tips. “Straight men may want to check out Coffee Meets Bagel, while straight women can confidently choose between a number of apps where the gender ratio is favorable,” the report advises.

It’s also important to take your dating style into account. If you’re the spontaneous type who wants dating to be part of your daily life, SurveyMonkey suggests trying your luck with the highly-engaged users of Happn. If, on the other hand, you take a more relaxed approach, the more infrequent users of Coffee Meets Bagel could be more your speed.

Tinder is looking to be more social – or at least hook you up along with your group of friends to connect with other friend groups out in the real world. The problem? Tinder users are being opted in to this feature by default, so you don't have a choice. Which means Tinder Social automatically displays which of your Facebook friends are also using Tinder.

This can make for some awkward conversation, especially for those who would rather keep their dating practices private.

To make matters more uncomfortable, Tinder Social presents a list of your friends along with their dating app profiles so you can not only see they are using the app, but how they are presenting themselves on Tinder. (Sexy photos, anyone?)

And worse yet, some Tinder users think Tinder Social is a way to meet others for group sex (and considering the whole hook-up reputation, it’s not that far of a stretch).

The new feature is only in the testing stages in certain parts of Australia, so chances are you haven’t encountered the feature just yet. This will give Tinder some time to refine it. The company will need to make some changes to reassure people about their privacy on the app. Over the years, it has stressed to users that their social networks would not be compromised, and that anything they do on the app wouldn’t be seen on Facebook or in their other social networks.

While there’s currently a way to opt out of the friend-finding feature, Tinder users are automatically opted in, so you actively have to disengage. A good fix would be to make it an opt-in feature only, so Tinder doesn’t risk alienating users who didn’t realize their profiles were being put on display among their social media friends.

Finding circles of friends seems to be a new wave in the dating app space, and an untapped market for an already attentive dating app population. CEO of Bumble Whitney Wolfe announced the company would be unveiling a similar group friend-finding feature on their app, and Grouper, a dating app that’s been around for a few years, offers group dates for people who don’t want the pressure of one-on-one dating. There’s also MeetUp, a networking site that has been around for a while to help people find friends in their communities through activities and other interests.

Many other apps are jumping on this new friend-finding bandwagon, hoping to capitalize on the social networking market. We’ll see if Tinder or another app can get people excited about the friend-finding potential of apps.

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.