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Tinder Ads Take on Dating App Skeptics and Haters

Slipping a stigma

In early 2023, Tinder’s “It Starts With a Swipe”, developed by Mischief, aims to cancel misconceptions about the platform, which in its 12-year history has become known as an app of connection.

In several iterations of the campaign, Tinder has emphasized that it can also facilitate meaningful and long-lasting connections. The announcements ranged from the celebration of the micro dating stones to reimagining of romantic comedies for the digital age [below].

The brand has also doubled down on its goal through product innovations, which this year have included an AI-powered tool to help select profile photos and the “Share My Date” security feature, which allows to users to share their plans with friends and family.

Match Group has credit the campaign with the growth of Tinder users and the change in their perception of the brand. However, in Q3, Tinder’s monthly active users are down 9% year over year, while direct income fell 1% to $503 million.

Tinder remains the most downloaded dating app in the world, according to data from Statista.

An “exaggerated” narrative.

While Danzi said that “Start with a Swipe” has gradually changed Tinder’s hookup reputation, the brand still faces a marketing challenge shared by its rivals: “People wonder if Tinder and dating apps can really lead to “forever”.

In recent years, there has been a growing conversation about “dating app fatigue,” alongside reports that the apps are turning off users, especially young people. A 2023 Axios / Generation Lab survey revealed that 79% of college and graduate students in the United States do not use dating apps even rarely once a month.

But according to Danzi, this narrative about dating app burnout is “exaggerated.”

“The reality is, Tinder is still the most popular dating app in the world and the biggest relationship gateway. [Apps] I know how many people come out,” he said.

People often blame the general challenges of dating on apps, he argued: “There is something to be done to remind people that dating requires some effort. As the world has become more digital, there is an expectation that using an app will bring you immediate success.”

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