Marketing

BLK, the dating app for Black singles, has partnered with Michelle Obama’s “When We All Vote” non-profit to encourage young Black singles to vote this coming November.

According to Essence magazine, BLK will launch the #ElectionSZN campaign along with When We All Vote, aimed at boosting voter participation and engagement through multiple offerings, including special features, profile badges, and surveys aimed at getting people engaged for the upcoming election.

This move is significant according to Essence, because the Black community historically has faced many barriers to voting and systemic disenfranchisement. And this year, for the first time, a Black woman will be the Presidential nominee for the Democratic ticket.

Image: Crispa

Chispa, Match Group’s dating app for Latino singles, has launched a summer college tour for select cities, in partnership with Sorry Papi. The tour is aimed at building community and awareness of the app among young college students, the target demographic for the app.

Each event features music, dancing, and opportunities for people to connect on the Chispa platform, according to the company's press release. In fact, those logging onto the dating app during the tour will have a chance to win a trip for two to Puerto Rico or Baja with Sorry Papi.

"We couldn't be more thrilled to team up with Chispa," said Jaqueline Terrazas, Tour and Project Manager at Sorry Papi. "Together, we are bringing together communities in a way that celebrates our heritage and creates lasting memories."

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.