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.

In time for Pride Month, dating app OkCupid announced it has added compatibility questions for users to find matches who support the LGBTQ+ community.

The new questions focus on a range of topics, including what Pride means to a potential match and whether they advocate for LGBTQ+ rights, and whether it is “OK to silently support the transgender movement.” Other questions include how they would want to have children (via surrogate, adoption, fostering and other options), and whether it’s important that their dates care about LGBTQ+ rights, according to PRWeek. 

In addition to the new questions, OkCupid will also show specific definitions for the 20 sexual orientation options and 22 gender identity options the app offers for users to add to their profiles, so that daters can be clear on exactly how they identify. In addition, users can choose up to five options so they are not boxed into only one. 

A new study found that men who pose shirtless on dating apps give the impression that they engage in risky sexual behavior, and are viewed as less competent by potential dates.

According to the study, shirtless pictures are a turnoff for women, because they assume these men are having more casual sex, which poses increased risk for the women they date. Women also tended to objectify the men in these photos, and viewed them as less competent as a result.

According to PsyPost, researchers surveyed a relatively small sample - 567 undergraduate students in the U.S. between the ages of 18 and 25. Participants were shown one of eight mock Tinder profiles featuring an image of the same man, a white young male from the waist up, and asked their thoughts about attractiveness, social appeal, and competence. The profiles were manipulated to emphasize differences - a muscular body vs non-muscular, shirtless vs wearing a shirt, and the person advertising in his profile that he’s looking for a relationship vs. casual sex.   

Bumble is focusing beyond its popular dating app and adding a new social networking feature to its BFF platform.

Bumble BFF uses the same swipe-based matching found on the dating app, but will expand options for users to include networking groups where they can connect and chat with each other based on topics of interest, according to Tech Crunch. Bumble had hinted that it was testing this new feature and it was “doing well,” according to its first quarter earnings call.

While Bumble CEO Whitney Wolfe Herd didn’t offer many details about the new feature on the call, she did describe it was a way to help “people to discover and get to know each other around shared joys and common struggles.” She also noted that over 40 percent of “active BFF users” were checking out the new feature and the various networking groups, sharing that its one-month retention was more than 75 percent, according to Tech Crunch.

BLK Profile Badges

Image: blk

BLK, a dating app for black singles, is rolling out an array of new profile stickers for users to highlight who they are and spark conversations with potential matches.

The company is offering a range of badges to help users identify themselves through more than just pictures, a feature many dating apps offer, but this one particularly unique to the black experience. BLK also wanted to add to the community building on its platform, which took off along with the racial justice movement in 2020 when users were sharing resources with each other over the app and engaging in conversations about their experiences.

The new badges are artistic and whimsical and include choices such as “Black biz owner” and “Community activist” to describe work, as well as “Caribbean Descent” and “Afro Latino” to identify cultural roots, and “Naturally Dope” to highlight allegiance to the natural hair movement. Other identifiers like “Poly” and “Transgender” are available to choose from too, according to Business Insider, for a total of 30 badges. The stickers were designed by Colombian-born and now New York-based artist Leonel Gonzalez.

Meta, the parent company of Facebook, Instagram and other popular social platforms, has frozen hiring of new staff for some of its divisions, including Facebook Dating.

Meta’s stock price is down almost 43 percent this year, and the company has gotten serious about streamlining its business. It has stopped hiring for certain engineering roles, but also for recruiters and low-level data scientists, according to The Verge. Facebook Dating has had disappointing results despite high expectations when it first launched.

Reviews show that many Facebook Dating users were having problems matching when they used the service and blamed the problem on fake profiles proliferating on the app. Considering the number of dating apps which use Facebook’s authentication system to verify new profiles, it should be easier for the company to get rid of fake accounts to create a better experience for users.