Profiles

Tired of meeting flaky people over dating apps like Tinder? Turns out, there’s a reason for all the disappearing acts: a recent study by GlobalWebIndex reported that up to 42% of the population on Tinder are already in relationships. And incredibly, 3 in 10 users are married. Before you start bashing men, the report also broke down information by gender, and it turns out that married and taken women on Tinder outnumber the men on the app who are already in relationships.

In response to this, and perhaps to further differentiate themselves from the popular dating app, Hinge has announced that in the latest release of its dating app, it will publish whether or not you’re in a relationship, engaged or married.

Hinge did its own study among its users, and found that 1.6 percent of them were either married or engaged, while an additional two percent were already in relationships. While Hinge wins hands-down over the high percentage of cheaters on Tinder, it still wants to do better. So in Hinge version 3.5, users who reveal they are “married,” “engaged” or “in a relationship” on Facebook will have that information pulled and shared on their Hinge profile, in an effort to shame cheaters everywhere. And if you remove your relationship status from Facebook to avoid this problem? Then you may have to explain it to your spouse or partner.

Hinge utilizes Facebook to match people who are in the same circles – Facebook friends of friends who are also using the service – so you’ve never really meeting a total stranger. At least, you will have a Facebook friend in common, which helps daters reduce the anxiety about online dating.

The new version adds another great benefit, which is more transparency in dating. Instead of finding yourself devastated to find out several dates later that your match is otherwise involved, it’s out in the open.

This might be a problem for female daters, according to the GlobalWebIndex study, since the majority of cheaters on Tinder happen to be women – the target market and primary user base for Hinge. Hinge appeals to women because of safety issues, especially those who are nervous to try a dating app, because users are matched within their own social networking circles. But if married women take to the app (and perhaps they won’t – and don’t – because they would be called out by their mutual Facebook friends), they have to go to greater lengths to hide their movements.

Regardless, it is a positive step for online dating in general to create more transparency for those who are truly looking to date other single people.

Creativity is hard. I get it.

I stare at blank pages every day and have to turn them into useful, compelling content. It's always intimidating, but the fact that it's a daily routine makes it increasingly less stressful all the time.

Then there's your online dating profile. It also requires creativity and compelling use of language, but it's not a skill you're practicing every day. You do it once, with occasional revamps when something isn't working, and that's it.

So, yeah, there's pressure. And sometimes the easiest way to avoid feeling that pressure is to stick with what you already know, and apply formulas you think have already been proven. The problem with using that approach to your online dating profile is that, pretty soon, every profile you scroll through will look like all the others. They become one big blur of trendy, but ultimately dull, buzzwords.

You've probably already noticed certain words and phrases keep popping up in your matches. Everyone is “spontaneous” and “laidback” and “up for an adventure.” We love to travel. We couldn't do without our friends and family. All those things might be true, but this is also true: they're drop dead boring. They're essentially the modern equivalent of saying you like long walks on the beach.

You think you're describing your personality, when what you're actually doing is saying “I have no idea how to describe myself” (or maybe even “I don't know myself”). The buzzwords are making you less nuanced and unique than you actually are, because their ubiquity means they've lost their meaning.

Here's what you need instead. Researchers from Barts and the London School of Medicine and the University of North Texas found that the most successful dating messages directly address someone's personality, so you need to make sure your profile is full of that personality. It's your job to pack it with conversation starters so potential dates can send you interesting, thoughtful messages. If you don't, your inbox will be a sea of “Hey” and “Hi there.”

Remember that your profile is meant to represent a living, breathing, complex human being. Provide context and get specific. If you say you're up for an adventure, mention a wild exploit you're hoping to cross off your bucket list some day. If you're into travel, mention your favorite destination and explain why. If you want to go for drinks, say you're a sucker for gritty dive bars with metal music.

At the end of the day, no one is dating your profile. They're dating you – so share the stories that make the person behind the screen come alive.

There's no doubt Tinder is the biggest dating app in the game, but even it is not immune to criticism.

More often than not, that criticism takes the form of concerns that the Tinder profile is too minimal, meaning users swipe with their eyes instead of their hearts.

As criticisms go, it's not the most unfounded. Far from it. Serious daters tend to gravitate to services with more thorough profiles, like Match or eHarmony, or even OkCupid, while Tinder gets relegated to the “hookup app” category.

With a couple of new updates, the tide may turn for Tinder. The first is Instagram integration, which allows users to scroll through the Instagram profiles of potential matches within the Tinder app. A high percentage of Tinder users already include their Instagram handles in their profile, so it's a logical move for the app.

With Instagram integration inside Tinder, users can click into each other's Instagram profiles to see the most recent 34 pictures posted. To see more extensive details like comments and likes, they can click directly into a profile. Users who have private Instagram accounts are presented with an option to grant Tinder access without setting the whole profile to public.

At first glance, it's still all about image – Instagram is the king of visual social media, after all. But dig a little deeper and Instagram also offers plenty of details about a person's life, including interests, activities, and personality insights. An Instagram account can provide useful context for a sparse Tinder profile that makes the person behind it more three dimensional.

A second update adds common connection info, allowing you to see if you share mutual friends with a match. "When you're able to assess the degrees of separation between you and an individual,” Tinder cofounder and President Sean Rad told Mashable, “it adds a lot of value in the form of context, trust and everything."

The final update adds an Interests section to the profile, available to both free and paid subscribers. Users can opt to pull their interests directly from Facebook, creating a more well-rounded, accurate Tinder profile.

“This is the first of many steps to take the recommendations engine to the next level and help you assess the person you’re matching with and start those conversations,” Rad told TechCrunch. “If we can provide our users with more relevant information for each connection, we can take them halfway there in terms of getting a conversation going.”

Are you tired of reading endless online dating profiles or answering questions about what kind of food you like to eat? How about messaging potential dates back and forth, hoping that maybe eventually you’ll get to meet in person?

Or perhaps you’re tired of swiping left and right on Tinder, messaging your matches back and forth, only to have them disappear before you’ve even met - such a waste of time!

Okay, maybe using Tinder is not the time drag that other online dating sites can be – like Match.com, eHarmony, or even OkCupid - where you peruse long profiles and can message endlessly without ever getting to the date. HowAboutWe thinks they can appeal to the embattled Tinder user by getting to the actual date much faster. This week, they announced a new “on-demand” feature called TONIGHT for the re-launch of their dating app.

With TONIGHT, users can choose to look for a date – to be specific, for tonight – pick a time, and HowAboutWe will search through potential matches for people who’ve also opted in for a date tonight. In about five minutes, according to the company, the service will send a push notification asking users to look at potential dates and double-tap on the ones that they’d like to go out with. Once everyone has made their selections, How About We matches them in couples (based on profile factors), and sends both users into a text conversation. Then they can accept the date.

While this might seem a little more complicated than choosing someone on Tinder, How About We is more focused on the date itself. When you sign up for HowAboutWe, the app asks you to share what you would like to do on a first date, as well as the usual info (age, location, orientation, etc). You can play it safe and choose “Get a coffee,” or opt for a more creative choice (i.e. “Get your Instagram on at a local antiques shop.”) Your profile isn’t the first thing everyone sees about you, it’s your date idea. HowAboutWe is experience-driven, although profile photos still figure prominently into the scenario.

HowAboutWe has always focused on the real-life meet-up more than the online back-and-forth, so this is a natural next step. The service’s re-launch also includes a “Pool,” or a swipe-based feed for matches similar to Tinder, and “Connections,” a highly targeted daily set of potential matches.

Depending on the length of subscription you choose, membership ranges from $10 to $20 per month. Messaging back and forth between mutual matches are free, but if you’re looking to score outside a match, you need to pay the upgrade. 

Recently, Gap came under fire from Tinder executives by posting fake profiles advertising their wares on the dating app, hoping people would swipe right to participate in a new campaign. The problem was that Gap didn’t get Tinder’s permission, so Tinder ordered Gap to take them down.

But Tinder isn't cracking down on fake profiles or spam-like ads for all companies looking to promote (though it did hire an agency who is cracking down on their spamming issue). Tinder only allows companies who are actually paying to post their fake “profiles” - and these companies are reaching their target audience of young consumers in a really big way.

Native advertising on Tinder works like this: the company creates a "profile" targeted to its audience, and uploads to Tinder. From there, users will come across the profile and swipe left or right, depending on if they like what they see. Companies that have done this recently include Starbucks and Dominos Pizza.

But now, it's not only companies looking to advertise - musicians are taking advantage of Tinder’s user base, using the service to promote new videos and album releases. Because musicians are constantly looking for new ways to reach their audiences and gather new fans, they have become more creative in their online promotions. Tinder is the latest tool, and recently did a campaign with singer Jason DeRulo.

Forbes reported that Jason Derulo became the first musician to use the Tinder promotional strategy to launch a new single. When users swiped right, they were given in link to a YouTube page where they could watch the brand new video for his new song, which was also getting a huge push via radio. The campaign was a success: over 1.1 million people swiped right (meaning they liked him) – in three days. The song became a top 40 hit, with 14% clicking through to purchase his song on iTunes.

Of course, it helped that the song was speaking to his target market – daters who are looking for a late-night hook-up, a la Tinder. In the video, DeRulo is shown fantasizing about a woman he had sex with, jumping out of bed in the middle of the night to go to her apartment, where she is of course fantasizing about him, too.

The success of the campaign will surely capture the attention of other musicians and companies who want to appeal to their target audience: young singles. These companies are also finding that effective advertising means meeting these people on their own turf – social media, rather than traditional stuffy ad campaigns. People are much more mobile, and looking at their phones more than looking up at a billboard.

One thing’s for sure, Tinder doesn’t have to worry about meeting revenue goals through subscriptions to its premium (and pricey) service. Companies will likely be more than willing to offer money for campaigns that have this type of success rate.

For more on this popular dating app you can read our review of Tinder.

Last month, Tinder rolled out its new and highly anticipated premium service Tinder Plus, which had been teased in the press with few details for months. But rather than praising its new features, Tinder has been criticized for discrimination. The company charges $9.99 per month for users in their twenties, but once you hit the magical age of 30, the price jumps to $19.99.

Compare this to the price daters pay for a service like eHarmony ($18.95 per month with a 12-month commitment as of this posting), which touts its match-making capabilities, and Tinder seems like a rip-off. After all, the monthly fee for eHarmony includes a lot of filters to help find a more "quality" match - an extensive questionnaire, a detailed profile, and a “communications process” - all aimed at helping you find a lasting relationship. While people do find good matches on Tinder, it's a lot more hit-or-miss.

Still, people seem to prefer the game-like swiping of Tinder. And according to experts, they will probably pay for it – even if they are 30 or older.

A recent article in The Washington Post claimed that there is a war among dating services like Tinder and eHarmony, who are categorizing daters and their behaviors according to their ages. Tinder assumes that younger daters are their target market (after all, the service began with heavy promoton on college campuses before it was unleashed on the greater population). eHarmony however, is going after the more “seasoned” dater, who has had enough with all the hook-ups and wants a real relationship.

The online dating industry is said to be worth about $2.2 billion, with one in ten adults averaging more than an hour a day on a dating site or app. This rise in popularity isn’t a coincidence – it’s gone hand-in-hand with the amount of time we spend on our phones – a near-constant accessory. Tinder appeared at the right time and made online dating seem like a game, and more importantly, removed its stigma.

The popularity of Tinder however has had a cost among daters. There is an assumption that the app is only for hooking up, and that people using dating apps aren’t serious daters. At least, this perception has been what traditional dating sites like eHarmony have been pushing. It founder Neil Clarke Warren told The Washington Post: “They put all their money on one variable: looks. That fills me with quite a few little chills… I have presided over the funerals of more marriages than any psychologist, and it is miserable.”

eHarmony isn't the only one speaking about Tinder's flaws. “There are limits to the percentage of single people who will become active Tinder users and repeating ‘casual daters,'” Morgan Stanley analysts told their clients in February. “And in our view, Tinder is reaching those limits.”

So what does this mean? Is Tinder trying to embrace their young daters as the future of dating, or does eHarmony recognize they will never have a service that’s so addictive and easy to use?

Both services offer very different ways of meeting people, and attract different types of users. But it will be interesting to see who will pay for them going forward.