Types (Niche)

New Branding Effort for Tinder

Match Group is looking to differentiate their suite of dating apps acquired over the past few years, including star Tinder and relationship-focused app Hinge.

On a call with investors, Match Group CEO Mandy Ginsberg shared that the company is looking at better defining their brands, according to website Tech Crunch. This means that Match Group has decided to embrace the hook-up reputation of Tinder to attract younger users from 18-25, who aren’t necessarily looking for a long-term relationship.

Match Group will launch a new branding effort called “single lifestyle” with billboard campaigns and digital initiatives. It’s begun publishing content on the “Swipe Life” website with stories about travel and dating. Recent articles have included “7 Exit Strategies for Terrible Dates,” and “Study Abroad Hookup Confessions.”

When it comes to dating apps, Andrey Andreev is no neophyte. The Russian entrepreneur is the founder of Badoo, an investor and advisor for Bumble, and a key player in the growth of Blendr, Huggle, and Chappy. He may be the industry’s most prolific matchmaker, and he’s making headlines again with new venture for senior singles.

Andreev and co-founders Antoine Argouges and Charly Lester have announced the launch of Lumen, a dating app specifically designed for singles over 50. Though it’s not the first dating service to target the underserved mature market, it hopes to best competitors by providing a modern and fun experience that knows what the niche is missing.

“Do a search of the phrase ‘over 50s dating’. The results that come up are embarrassing for the industry,” Andreev commented. “The over-50s have been mistreated by the dating sites for years. I’m excited to see the Lumen team launching an app which finally listens to this audience and specifically targets their issues and needs.”

In the wake of Grindr’s ‘Kindr’ initiative to stamp out sexual racism on its platform, two other gay dating apps are following suit.

UK-based Chappy recently announced a major relaunch and rebranding that includes both cosmetic changes and a zero tolerance policy for abuse. In a press statement, Chappy announced it has been working closely with Bumble on its redesign and strategy, which is focused on creating a safer and more inclusive space for gay and bisexual men to connect.

“At its heart, Chappy is engineered to empower gay men to form positive, healthy relationships based in kindness and mutual respect, and that’s something I’m extremely passionate about,” said Sam Dumas, Chappy’s Global Head of Brand as of August 2018. “Collaborating with tech titans like Andrey [Andreev, founder of Badoo and an investor in Bumble] and Whitney [Wolfe Herd, co-founder of Tinder and CEO of Bumble] is an incredible opportunity. I’m honored to be a part of what’s going to be an inspiring next chapter for the brand.”

Facebook Dating recently launched in Colombia, months after the company announced the new service at its developer conference in May. There’s been a lot of speculation, but now the first users are getting a taste of how the service will work.

According to Mashable, Facebook Dating is completely separate from your traditional Facebook profile, so you can feel free to search for potential dates without your activity showing up on your main Facebook page. Users can opt-in from the main menu where you find groups, Marketplace, and events. Then you can create a profile by adding photos and information, like where you went to school.

One of the main differences of Facebook’s service (as pointed out by Business Insider), is that Facebook is not matching people within their social media circle like other apps, so there’s no concern you’ll be matched directly with your online friends, which was an initial concern among users. Instead, Facebook Dating is connecting users according to interests and activities. Based on these attributes, Facebook by default will include friends-of-friends as well as strangers unless you only want to see people with no mutual connections.

Facebook has officially entered the dating app game, launching its new feature Facebook Dating exclusively for users in Colombia. Since the announcement of the new service in May at the company’s annual developers conference, the online dating industry has been anxious for how Facebook might upend the market.

Facebook chose Colombia because online dating is a “pervasive behavior” there according to Nathan Sharp, product manager for Facebook Dating. The country has a population of 48.6 million, giving Facebook the opportunity to see how people use it and how it compares to other dating apps. There are about 200 million single Facebook users globally, according to Sharp, a huge population to reach.

The service is currently available only through the social media giant’s mobile app, and users have to opt in to the service to use it. Also, Facebook Dating is separate from the regular Facebook service, so a user’s dating activity will not be visible to friends on social media. Facebook intends to compete directly with dating apps, but the company’s focus is on connecting people to form relationships, moving away from superficial swiping that’s popular on apps like Tinder.

OkCupid announced that it has rolled out a new feature to allow users to prominently display their pronoun preferences in their profiles. This is an important step for the industry as a whole in acknowledging and including people who identify outside of traditional binary male/ female gender roles.

OkCupid users have had the option to include pronoun preference information in their bio (or “self summaries” section), so potential dates know how they identify. This wasn’t optimal for many daters, since not every potential match takes the time to read through a profile. Making it a feature and giving it a dedicated space allows users who identify outside of traditional gender norms more inclusivity in the online dating experience.