Features

Hinge just announced the relaunch of its new self-dubbed “relationship app” as an alternative to dating apps, which have garnered a reputation over the years that the people using them aren’t all that interested in finding relationships. Hinge developers overhauled the app's look and feel as well as its functionality, and are now charging $7 per month for members to use it.

Hinge has been working on the new app for a year, though details weren’t disclosed. However, the company did launch a website revealing its escape from the “dating apocalypse” that is now online dating, named for the controversial New York Times article declaring the end of dating culture thanks to apps like Tinder.

Tinder has become an incredibly popular way to meet, but it has led to a lack of serious online daters looking for real relationships. The game-like swiping functionality of Tinder has created several copycat dating apps in the industry, each one claiming to produce better results and cut down on the fake profiles. So far however, nothing has made a significant dent in Tinder’s appeal or market share.

Everyone loves to skip the line. There’s a special satisfaction that comes from strolling past the unfortunates stuck in the queue, throwing a confident nod to the bouncer, and sashaying through the door without even flashing an ID.

Whether or not you have that kind of clout at clubs, you now have it online. Tinder is rolling out a new feature called ‘Boost’ that lets users skip the digital line for a fee.

“You’ve got people to meet and places to be. In fact, Tinder was designed with this in mind, providing you a simple, fun introduction to new people nearby so you can get out and meet them in the real world,” reads the official blog announcement. “Still, sometimes there just aren’t enough hours in the day and what you need is a boost in the right direction.”

A year ago, Vanity Fair ran an article dramatically called Tinder and the Dawn of the ‘Dating Apocalypse’. It caused a major stir in the media - everyone was debating whether the swipe made love easier to find or wiped romance from the equation completely.

The article wasn’t just a catalyst for discussion amongst daters and writers. Justin McLeod, founder and CEO of the dating app Hinge, was also struck by what it had to say.

“It was the first among many realizations that Hinge had morphed into something other than what I originally set out to build (an app for real relationships),” McLeod said in an email to the Vanity Fair writer, Nancy Jo Sales. “Your honest depiction of the dating app landscape has contributed to a massive change we’re making at Hinge later this fall.”

Dating app giant Tinder is trying to expand its influence beyond the dating scene. While the dating market has essentially built the app’s user base, Tinder execs feel that moving outside of this niche to include a larger portion of the population will reap some obvious benefits.

Fear not daters, you can still swipe left and right to date people with the original Tinder app. The new app is a totally separate experience, called Tinder Stacks, and it’s basically a social media voting tool. It’s all about group decision-making.

According to an article in The Verge, Tinder works through your iMessage app to allow you to contact multiple friends and choose a bunch of pictures from your phone to send to them. Message recipients will then be able to go through your “stack” of photos and swipe left and right, depending on whether or not they approve of or like each one. (You can also add a question to the stack, such as “which dress makes me look the most sexy?”) As the voting takes place, the sender will be able to see how many likes and skips each image receives.

Tinder & Spotify Partner

Tinder has swiped right on a relationship with Spotify. The online dating app and music streaming service are partnering to launch a handful of new features for musically-inclined singles.

“Tinder already suggests matches based on your swiping preferences, mutual friends and common interests, but we know we can always add more to the equation,” says Tinder’s company blog. “That’s why we’ve matched with Spotify to integrate music into the swiping experience.”

Two big changes are on their way for Tinder users. First, users who connect their Spotify accounts to Tinder are now able to display their top songs on their profiles. All Tinder users can play previews of other people’s top songs via Spotify, without leaving their Tinder profiles. If you have your Spotify account connected, you’ll also be able to see which artists you have in common with potential dates.

Dating app Hinge started out with some stiff competition against Tinder. Since its debut in 2012, several other new dating apps have launched and attracted a growing user base as well as media attention, including female-centric dating app Bumble. Meanwhile, after steady growth since its launch, this year Hinge has seen its numbers declining.

Hinge’s marketing and product development have always focused on attracting more serious daters. The app is geared toward young professionals in their late twenties and thirties who are looking for long-term relationships, as opposed to the hook-up reputation that has followed Tinder since its inception. The app is billed as a “grown-up” alternative to the young users of Tinder, which at first seemed to serve the market well.