OkCupid

OkCupid has debuted a new global ad campaign “Out of Home” (or OOH) to celebrate people meeting in person again - but with a focus on inclusivity.

The creative was developed by Italian artists Maurizio Cattelon and Pierpaolo Ferrari in partnership with creative agency Mekanism, and features colorful depictions of OkCupid daters in celebration of their individuality. Website The Drum also noted that the new campaign is also a nod to the diverse user base on the platform. 

One ad reads “tree hugger” and features a tree growing out of a dater’s boxer shorts, watered by someone off-camera with a watering can. “Every single vaxxer” features a couple kissing, their tongues becoming one. And another reads “every single cuddler” with a couple embracing with multiple arms. Each of the ads has bold coloring and a rich array of ethnicities, genders, and sexual preferences. 

Dating app conglomerate Match Group announced that it will launch new audio and video chat features to its suite of dating apps over the next two years. The company shared this news on its second quarter earnings call with investors.

The company plans to debut a new audio chat feature and group video chat, along with other “livestreaming technologies” across its apps, according to Tech Crunch. The rollouts will happen over the next 12 to 24 months, with two of their dating apps debuting it before the end of this year, followed by more rollouts in 2022.

Adding new livestream and chat features are the result of the company’s pricey acquisition of social discovery platform Hyperconnect (the acquisition’s officially closed in mid-June). Match Group owns a series of popular dating apps including Tinder, Hinge, OkCupid and Plenty of Fish among others, and has said that the future of dating apps will likely resemble social platforms, with livestreaming and video being at the forefront.

Dating app OkCupid is offering more ways for LGBTQ+ users to identify themselves, and is rolling out the expanded offerings during Pride month.

OkCupid announced the move in a blog post, letting users know that by the end of June, there will be a dedicated space where LGBTQ+ users can choose from a list of over 60 identities to let other members know who they are and how they identify.

In addition to sharing their identities, users can also filter for the types of people or relationships they prefer, giving them more flexibility in their searches.

Image: okcupid

Dating apps OkCupid and Tinder are reaching out to users in India to encourage them to get vaccinated, including offering in-app educational guides and access to an all-new vaccine center.

Tinder users in India will now be able to add their vaccination status to their profiles, as well as being able to encourage others to get vaccinated, according to a report from Indian Express. The stickers range from declaring your own status as “Vaccinated” to “Vaxing soon” to encouraging others to get vaccinated with “Immunity Together” and “Vaccines Save Lives.”

OkCupid is offering similar badges for those who want to declare their vaccination status. The company expects displaying these badges will increase match rates 35 percent, an extra incentive for its users to get vaccinated. The companies have already rolled out vaccination badges in the U.S. and the U.K.

OkCupid Adds Super Like Feature

OkCupid has made a lot of changes to its platform over the past year, especially as activity and subscribers on the app increased during the pandemic. Among the most notable changes are a new pricing structure, added features like DealBreakers, and the ability to match with someone from across the world.

The popular dating app adjusted its pricing tiers and did away with its “A-List” membership in favor of Basic and Premium paid services. (The free service is still available for those who don’t want to upgrade.) With a Basic membership, you can Like an unlimited number of profiles instead of waiting for Likes to reset. You also get an ad-free experience, according to the company’s blog. 

The company ditched its Intros feature, which means that non-paying members can no longer message another user until they have both Liked each other.

Hinge Vaccine Badge

Image: Hinge

Dating apps are offering vaccine stickers for user profiles in the U.K., so potential matches can know vaccination status right away before swiping right.

Tinder is offering an array of stickers, including “Vaccinated” and “Vaxing soon,” according to a report from BBC News. Tinder, Match, Hinge, Bumble, Badoo, Plenty of Fish, OurTime and Muzmatch will all be offering badge options for users to add to their profiles, in partnership with a vaccine push by the U.K. government.

The vaccination badge trend began for U.S. dating app users, thanks to a government initiative to get as many people vaccinated as possible. The Biden administration pursued a partnership with dating apps, hoping they would be a good way to reach out to younger people and give them an incentive to get the vaccine – i.e., they can brag that they did and potentially attract more matches.