Tinders new feature lets friends play Matchmaker: What they need to know

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Tinders new app feature allows users to invite their friends to find potential matches, a potential attempt to reach Gen Z, who research shows prefer using social media over dating apps to find relationships.

Key facts

According to a press release, Tinder released Tinder Matchmaker on Monday, which allows users’ friends and family to view and recommend matches regardless of whether they have a Tinder account.

Although invited friends can recommend profiles to a user to match, they cannot actually like someone on behalf of their friends as a user to make the final contact.

The feature was added after a survey conducted by Tinder found that 75 percent of single people between the ages of 18 and 25 talk to their friends several times a month.

Gary Swidler, chief operating officer and chief financial officer of Tinder’s parent company Match Group, said Tinder has struggled to acquire new users. Financial Times App signups haven’t returned to pre-pandemic levels, and attracting new users remains a challenge as the app looks to target its Gen Z audience.

According to market research firm Savanta, about 21 percent of Gen Z no longer use dating apps, and 90 percent are disappointed with at least one of the dating apps they’re a member of.

Key background

Although dating apps like Bumble and Hinge are growing, Tinder is experiencing a slight decline in users. According to market insights firm SensorTower, monthly active users for Hinges grew 344% in January 2022 compared to January 2019, and Bumbles grew 96%, while Tinder fell 1%. Tinders paid users have been in steady decline this year: its parent company Match said that paying users on the dating app suite fell 2 percent in the first quarter and 5 percent in the second quarter. This may be due in part to the increase in people using social media to find a partner instead of dating apps. A recent survey by youth research firm YPulse found that nearly 40% of people between the ages of 13 and 39 found their life partner through social media, while 29% met on dating apps. In its 2023 predictions, Instagram found that more than half of Gen Z are more comfortable being vulnerable online and texting than in person, predicting that more people will use the app for dating and communication. said Joey Afodo, host of the Dating Unsettle podcast Time The reason social media apps like Instagram are preferred over dating apps is that they paint a rich picture of the world in which this person lives and operates.

tangent

Tinder isn’t the first dating app to let friends choose matches. Earlier this year, Bumble launched its Recommend to a Friend feature, which allows users to share the profile of someone they think might be a Bumble friend. Bumble even shows a recommended user a notification when viewing a friend’s profile that one of their friends thinks the two are great together. Hinge launched the standalone app Hinge Matchmaker in 2017, which allowed users to suggest potential matches to their Facebook friends who were users of the app. However, the program is no longer available.

How to use the new feature

In order for a friend to start recommending profiles, a Tinder user must allow them to participate with a specific URL, which can be done by going to Manage Matchmaker under Settings or by clicking the matchmaking option on a potential love interest’s profile. be created Links are good for one click only and expire after 24 hours. Users can share up to 15 links per day and after sharing the link, the user has to wait 24 hours to see who their friends recommend. Once logged in, a friend can swipe left for no or right for yes on a limited number of profiles, although swiping right only allows them to recommend a profile, not someone like Tinder users.

Read more

Tinder struggles to attract younger users as Gen Z singles look to new apps (Financial Times)

Match Group sees signs of Tinder growth (Reuters)

Tinder-parent match sees third-quarter revenue beat estimates on strong user growth (Reuters)

Gen Z is choosing Instagram flirting over dating apps. Here’s how to find success (time).

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Image Source : www.forbes.com

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