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The Lox Club has turned to TikTok for attracting new users and is seeing record new downloads of its app as a result. 

The dating app launched last year to big fanfare and a profile in The New York Times, but the real test came with keeping users engaged so they didn’t return to Tinder and other popular dating apps. Since launching its new TikTok marketing strategy, the company has seen 13,000 conversions (clicks turned to downloads of the app) in January and February, according to AdWeek. This is also five times the number of conversions in November and December of last year. 

There’s a crop of new dating apps looking for novel ways to attract Gen Z users who want more than a swiping experience, which means thinking outside traditional advertising options, like Facebook ads which don’t necessarily convert browsers to users. Younger daters also gravitate to creative content and TikTok in larger numbers, opting to be entertained, which has driven some engaging new features in the dating app industry. For example, Tinder launched an “Explore” section, which includes Festival Mode to help users meet up with each other at music festivals and an interactive series called “Swipe Night,” among other features.

Alex Hofman, a tech investor and former president of Musical.ly (which later became TikTok), has launched a new dating app called Spark.

Spark employs some traditional dating app features with a twist, and with some extra safety precautions. According to Tech Crunch, when a user logs in, they are presented with a grid of potential matches who are on the app at the same time. If the user sees someone they are interested in, they can like the photo – and if there is a mutual like, they can start chatting, but they only have 24 hours to respond or the match goes away.

Tech Crunch pointed out that while there is no swiping like in traditional dating apps, it has a mixture of similar features. Grindr for example, presents users with a grid of multiple people, but they don’t have to match before being able to message each other which leads to a lot of unwanted communication. Bumble puts a 24-hour time limit on matches to encourage them to communicate more quickly.

Dating apps are having a moment since the pandemic began, and new ones have launched this year that are expanding options for how to connect with others beyond just a swipe. 

Tinder and Bumble are by far the most popular apps, but many singles are looking for something different than your typical swiping experience that instead caters to social habits and lifestyles. Elle Magazine highlighted a few new apps to watch in their latest dating app round up, including some noteworthy ones that are following post-pandemic dating needs:

New dating apps like Thursday and POM are focusing their efforts on pandemic-weary singles ready to connect via in-person events.

According to a profile of the apps in Business Insider, the apps’ founders saw opportunity as singles grew tired of virtual dating during pandemic lockdowns. As restrictions are starting to lift across the globe, singles are eager to mingle in person again, which is providing new opportunities.

London and New York have both become test cities for Thursday’s events, according to Business Insider. The app has been hosting events in these locations, up to 15 per week that are surpassing venue capacity. This might change in the coming weeks with the latest Omicron surge, but so far it hasn’t slowed the company down.

Dating app Romeo started a new forum for its users to be able to offer support to Ukrainian refugees, and thousands of members were quick to respond.

The gay dating app is based in Germany and has been popular for years, mainly in Eastern Europe. One of its high-profile features is “groups” or chat forums where users can congregate and discuss topics of interest. This past week, when Russia invaded Ukraine, the app decided to harness the traffic in these forums to call on users for help. Developers launched a group called “Shelter for Ukraine” so that users could offer assistance those fleeing the war.

The app was quickly overwhelmed with users wanting to help, with 8,000 members joining the chat after being active for only four days.

Nevermet, a new dating app that operates exclusively in the metaverse, aims to help people cultivate virtual relationships instead of encouraging them to meet IRL.

Nevermet was designed specifically for VR users who are looking for a virtual dating experience. Users can create a profile with traditional dating app preferences like age and gender filters, but the big difference is no physical address is necessary because the app isn’t location-based. Instead, users add a virtual location like Rec Room, Horizon Worlds, or VRChat where they can be found. 

When the profile is complete, users can swipe through potential matches, but instead of real-life photos, they see only a VR avatar of their matches. According to Virtual Reality Times, the app is monitored to ensure people aren’t posting real photos.