Tinder

This month, Tinder began rolling out its new premium service Tinder Plus in select European markets, and the feedback hasn’t been good.

The popular dating app surged to the top of the online dating market when it launched in 2012, attracting users who had never thought of signing up for an online dating site. Its easy-to-use format and free game-like service offered more entertainment than dating stress, and users flocked to check it out.

But in an effort to make money from this hugely successful endeavor, it was only a matter of time before Tinder’s owners developed a paid model for the app – opting for a premium service over adding distracting in-app advertisements. (Although the company has strategically lent its brand to marketing campaigns, like Gillette’s facial hair survey and Domino’s Pizza Valentine’s Day campaign.)

But Tinder Plus has not been greeted favorably, at least in its initial roll out – and the free service is suffering as a result. Although Tinder Plus is not set to launch in the U.S. until March, and prices are still to be determined, the company needs to find a new strategy - considering the backlash it has gotten in markets where the roll out has already taken place, such as the U.K. Tinder users who are not opting to pay for Tinder Plus and want to stick to the old free version of the app have been leaving bad reviews in the iTunes store (enough to drive the free service’s rating down to one and a half stars).

The problem has to do with new restrictions to the free service. Once a user has swiped a certain number of times, they are blocked for 24 hours from seeing any new profiles, unless they want to pay for the new Tinder Plus service. Since most users log in to Tinder multiple times a day to swipe through matches, this puts a serious hindrance on Tinder’s competitive advantage. Other dating apps that have restrictions on the number of profiles a user can see per day – like Hinge - have been easing up on their requirements, and seeing a surge of new downloads as a result.

With all the promising new free apps coming on the market, such as Bumble (started by an ex-Tinder employee), Tinder will need to think outside the box to keep its market share. After all, any online dating app or site’s currency is their user base. If Tinder loses theirs, then they stand to lose a lot more than the revenue from the premium service. Perhaps they should stick to advertising deals, or instead of taking away features from loyal users, offer more enticing new features.

By now, most people have heard of Tinder, whether or not they have used the dating app or understand what it does. Tinder has become a brand synonymous with modern online dating. But since its launch in 2012, the company has been struggling with taking advantage of its explosive popularity and translating it into revenue. After all, the dating app itself is free – a major draw in the online dating world for people who just want to try it out, and one of the factors contributing to its success. But offering a free service doesn’t help the company build its business.

In the last few months Tinder launched a premium service called Tinder Plus, charging users for special features like searching for matches in another city, a pretty typical revenue path for online dating apps looking first for an audience and then for ways to generate revenue. But since Tinder has garnered brand recognition, the company has decided to use this to its advantage by partnering with other well-known brands. With product placement for TV shows and advertising campaigns featuring young single daters swiping left and right, Tinder is charging companies to be seen with its brand – specifically companies trying to appeal to a younger demographic.

For instance, last year Tinder was featured on The Mindy Project to help its main character find a new boyfriend, and Domino’s pizza created a Valentine’s Day advertising campaign offering deals to Tinder users. But the dating app’s latest tie-in is getting some buzz. Tinder teamed up with Gillette to analyze 100,000 male Tinder users – with facial hair and without – to see if women swiped left or right more often for the clean-shaven guys. The results? It seems Gillette won, with a vast majority – 74% of total right swipes going to the well-groomed guys - as well as 37% more matches.

Gillette put together a 30-second spot outlining the study and its results, showing groups of single women on their Tinder apps, swiping left (rejecting) guys with facial hair and then swiping right (accepting the match) for the same guys once they were clean-shaven. The women were also shown commenting on which guys looked better without facial hair.

Gillette is promoting the test results on a website called shavetest.com, as well as through YouTube. Of course, the main idea is that guys would rush out to purchase Gillette products so they can score more dates. But really, it seems the winner is Tinder, with more well-known brands trying to capitalize on its popularity and reach consumers where they are – on their phones.

Online dating is evolving along with daters’ preferences. We have grown used to the idea of using technology for our personal lives, with more people online dating than ever (thanks to the rise of dating apps like Tinder).

The dating landscape has changed, even in the last few years. There is new technology of course, but there is also the growing number of singles (which consist of more than half of U.S. adults over age 18), and the fact that young adults are waiting longer to marry. So college isn’t the place you’re likely to meet your life partner – instead, it’s more likely going to be online.

With so much changing and so many singles out there, why is it still so hard to find the right person, or even to get a date from a few back-and-forth texts?

The answer might be simpler than you think. There have been several studies in recent years about our ability to make decisions, especially when we are given a lot of choices. Much like wandering into a candy store when you just want a bite of something sweet, your mind can be immediately overloaded with all the different types, brands, and flavors – so that you almost become paralyzed by the choices and unable to make a decision.

A study was conducted a few years back, where a group of people were given a choice between a few different brands of laundry detergents and asked to pick which one they’d buy. With only three or four choices, they tended to read the labels of ingredients and decide which was best based on content. They were also generally pleased with their choices.

The next group was given dozens of choices of laundry detergent. Researchers discovered when there were more than a few choices, people didn’t take any longer in making a decision - they were too overwhelmed and didn’t read the labels at all. The majority chose which detergent they would buy based solely on what the container looked like, and didn’t look at the ingredients. In fact – they were basing their decisions purely on superficial “looks,” because it was easier than trying to get to know all of their choices.

It’s no wonder we feel a bit ADD when it comes to dating, and that apps like Tinder have taken off. When we are given too much choice, it’s easier to just look at the photo and make an impulsive decision – yes or no - rather than think about what we really want. We don’t get to know people before deciding we aren’t interested in a date or even a drink. It’s too easy to think “there’s probably someone even better” while we are swiping, so we don't think twice about standing someone up or refusing to text them back.

Maybe it’s time to focus on one date at a time. Maybe we should start saying yes more often - instead of no.

The 2014 Editor's Choice Top Pick - Innovative Award goes to the fastest growing dating app, Tinder. Reaching an estimated valuation of just over 1 billion dollars in 3 short years Tinder has become the dating app to imitate by other companies (is there any bigger form of flattery?).

As of September 2014 Tinder members generate over 1 billion swipes and 12 million matches (both swipe yes for each other’s profile) every day. In eight months this dating app has grown in leaps and bounds. Last December Tinder was only receiving 3 million swipes every day.

To become a member of Tinder the only thing required is a Facebook account. Tinder uses the information found on Facebook for your profile information (includes your age, interests, etc…). You can also specify which photos from Facebook you want to display on Tinder. Once your Tinder account is setup you can then start swiping and hopefully make a few matches. Once both you and someone else has expressed mutual interest in each other can you then go ahead and communicate via chatting or sending messages.

Tinder wasn’t the first dating app on the market it but it has by far been the most successful. The combination of how simple it is to use to create a membership and search for matches has made it a winner for many 20 and 30 something singles.

Read our review of Tinder for more information about this online dating service or visit Tinder directly.

This Year's Runner Up for this award is: Hinge

A new crop of dating apps are positioning themselves for the needs of the ever-changing online dating market by declaring themselves “Anti-Tinder” apps. And it seems people are ready to welcome something new.

Despite the popularity of Tinder, there’s been a big backlash against this type of “hot-or-not” dating app. The world of online dating has become bigger and easier to join, and as a result, daters jump from one profile to the next, on a seemingly endless search for someone "better." In other words, daters are fast adapting an ADD mentality towards dating. The attention span of most daters is about as long as it takes to swipe left.

If you like the results that you’ve achieved through Tinder, you can stop reading this now. However, most of the people I’ve talked to like the accessibility of Tinder, but they don’t like the endless stream of matches that go nowhere beyond a couple of texts.

Enter the latest “Anti-Tinder” dating app Talk or Not. Talk or Not hides the photos of its users so matches aren’t made by looks alone. According to its release, it allows users more control by “revealing user photos piece by piece only when a conversation is mutually exchanged.” In other words, you get to see if someone is hot or not only after you have a conversation.

Talk or Not was developed by graphic designer Britney Bachmann and content specialist Garrett Shawstad, who were both online dating and wanted a different experience than what Tinder provided. “It’s an odd thing to put yourself out there for the world to see,” said Shawstad, summing up the need for more privacy and selectiveness when it comes to online dating.

But Talk or Not isn’t the first app to compete with the likes of Tinder by putting conversation before photos. Dating app Willow, launched back in August of last year, is the creation of 23-year-old Michael Brunch, who also wanted to create an app with a “talk first, reveal photos later” philosophy. “We believe the best way to get to know someone, and find out whether you like them, is by talking to them,” the app’s website states. “A good relationship begins with a good conversation.”

Twine Canvas, launched in early 2014 also hides the photos of its users to be revealed once a connection is made. Rather than focus on conversation however, it is more visually-based, encouraging users to post photos of what they are interested in and let connections flow from there. Even dating app Anomo lets users hide their photos behind avatars, only revealing what they actually look like when they feel comfortable enough with a match.

Is more privacy a good thing when it comes to online dating, or just another marketing gimmick? It’s hard to tell at this point – but one thing is for sure: you can’t tell if there is attraction with potential matches until you meet in real life. So maybe instead of all the games, you cut to the chase sooner rather than later to determine if you’re a good fit.

The rise in popularity of Bye Felipe isn’t accidental – it’s due to more and more women speaking out about unwanted or even abusive messages they receive through dating apps and online dating sites.

Online dating has become mainstream, thanks to the rise in popularity of dating apps like Tinder, which have made it easier to meet people now more than ever. However, along with all of these new opportunities (and new people joining the game) come some unwanted messages and trolls looking for a platform to vent their anger rather than connect with someone.

Most of us (especially women) have been subjected to some unwanted or even abusive behavior online. We receive messages propositioning for sex without even meeting face-to-face first, or abusive messages claiming that we are untrustworthy, shallow, ugly, etc. from men we’ve only exchanged a couple of text messages with. This can be shocking, hurtful, and even scary – turning many victims off of online dating altogether.

It’s only natural for online daters to wonder what exactly they are signing up for when they experience this kind of abusive behavior.

Unfortunately, because some people are skeptical of the effectiveness of online dating, a few abusive emails are enough to write off the whole practice. But this is the wrong approach. It’s better instead to look at online dating as a whole, rather than just its worst aspects (and worst customers).

Instead of looking at all the online connections that are positive (or even ordinary), we tend to focus on the messages that have been upsetting, suggestive, and otherwise unwanted. We dwell on the negative, confirming our fears about meeting people online. But the truth is, millions of matches are made every day with no abuse, and no fanfare either. The vast majority of matches are between ordinary people looking for real-life relationships. If we get caught up in the actions of a small percentage of trolls, we miss opportunities.

We should not ignore the problem. Clearly, online dating sites have to clean up the process to be able to filter out this kind of bad behavior. A lot more work needs to be done.

But if you want a chance to meet people outside of your current networks of friends, family and co-workers, online dating is your best opportunity. But be smart in your approach. Research different websites and apps. Obviously apps like Tinder are very popular, but that means they also attract a lot of dating trolls. If you are looking for something more serious, you might want to invest in a site like eHarmony where there is more of a screening process among users.

Don’t give up on online dating because of a few bad apples. Give it another chance. Try a new site. Ask your friends to help. These small steps should help you improve your overall experience. For more information on the services mentioned you can read our Tinder review and our eHarmony review.