Marketing

Tinder has launched its new feature Photo Selector, an AI-based tool that helps users choose the best photos to use in their profiles to generate the best match results.

According to Tech Crunch, the new feature uses facial detection technology. When a user uploads a selfie on the app, the AI detects the unique facial geometry to identify the person’s face and pulls up matching photos from their camera roll. The feature then curates a collection of ten photos that will perform best on the person’s profile.

Photo Selector is intended to help users through what can be a time-consuming process of sifting through camera roll photos. According to a recent survey by Tinder, 68% of participants expressed that an AI photo selection feature would be helpful, and 52% reported having trouble selecting profile images. 

Hinge and Grindr are two standout dating apps as they continue to grow in a tough market; powerhouses Tinder and Bumble are seeing more users leave their platforms.

In general, dating apps have had a rough couple of years, with the coveted Gen Z market looking to other options besides dating apps to meet singles, including in-person events, running clubs, and social media platforms like LinkedIn.

“Online dating trends have continued to decelerate industry-wide, showing minimal relief from the recent struggles,” wrote Morgan Stanley analysts Nathan Feather and Brian Nowak in their research, according to Quartz.

Tinder is rolling out a new ad campaign inspired by 90s rom-coms, featuring young singles playing out their meet cute moments on the app in real life.

According to AdWeek, the ads continue with “it starts with a swipe,” the tagline from its previous global campaign.

One video starts out with two people meeting in the library, with a young woman stumbling over her words as she falls off a ladder in the stacks and a young man catches her. “Thanks for making my day with your hace,” she says, shaking her head and correcting herself: “Face. Typo.” It then becomes clear that they are voicing their text messages.

Image: Bumble

Dating app Bumble has launched a marketing campaign in India to highlight its new feature Opening Moves, featuring two young Bollywood celebrities.

According to The Times of India, the campaign stars Khushi Kapoor and Vedang Raina in a series of films, where Kushi asks Vedang questions like “what is your guilty pleasure?” and “what is your iconic date idea?” Opening Moves allows women to post a question to potential suitors, so Bumble’s ad is demonstrating the feature in a fun way.

The beloved Bollywood actors share personal anecdotes and talk about the changes Bumble has made, as well as the cultural shift of dating in India, where women are feeling more empowered and more and more people are meeting online.

Archer rolled out a new marketing campaign during Pride Month, focusing on the issue of unsolicited photos on dating apps and what the company is doing to address it.

The new campaign tagline is “Solicited D*cks” – and the company has a little fun promoting the benefits of consent, as well as Archer’s safety features. It will include cheeky phrases like “Do we use a dick filter? Yes, yes we do.” and “Working tirelessly to weed out the dicks you don’t want from the ones you do.”

According to Little Black Book, Archer launched the ad in partnership with ad agency Tombras. It will run on billboards across New York neighborhoods, including Chelsea, Hell’s Kitchen, and Williamsburg, as well as digital and social channels.

Image: Tinder

Dating app Tinder has added new stickers in celebration of Pride, specifically for younger LGBTQ+ users.

The new stickers include “My First Pride,” and “I Came Out Online” to “Save Queer Spaces” and “Proud Ally.” According to Mashable, the profile stickers give new dating app users a low-pressure way to be part of the community and display their identity for Pride Month.

The My First Pride and Came Out Online stickers help first-timers to better navigate Pride Month. The idea is to easily find others attending events for the first time so they can make plans and celebrate together.

The Save Queer Spaces sticker helps connect users with others who want to preserve bars, clubs, and community centers serving the LGBTQ+ community, as these are places where they can feel safe being who they are. The Proud Ally sticker helps users show support for the LGBTQ+ community.