Tinder App Update Prioritises Gen Z’s Meaningful Connections
Two-fifths of US singles aged 13 to 39 report using dating apps and sites more often during the pandemic (YPulse, 2021). But as we explored in Relationships Rebooted: Dating, these swipe-fatigued consumers are increasingly seeking matches based around shared values, rather than looks alone. Dating app giant Tinder is responding with two concepts.
Answering to young consumers’ desire to date more mindfully and pinpoint relevant personalities, Tinder introduced a new feature, Explore, in September 2021. The user-catered page lists more than 15 interests, or Passions, as Tinder calls them – such as Foodies, Gamers, Music Lovers, Social Causes, Entrepreneurs – to help singles home in on kindred spirits. Once a user chooses a Passion, only profiles whose bios contain shared interests are shown.
Explore will also be home to Tinder's reboot of Swipe Night, an interactive "choose your own adventure" series. The feature’s first run back in 2019 (see The Brief) attracted over 20 million participants and led to a 26% increase in matches, according to the brand. This November sees the series return with a new whodunit-style storyline and different characters.
Over the course of three weeks, members turn detective to solve a crime and, depending upon the choices they make in each episode, unlock different outcomes and plot twists. They can be paired with another Swipe Night participant through Tinder’s June-launched Fast Chat function, analysing different clues to solve the mystery together. “Social entertainment experiences on Tinder… have become an incredibly popular way for members to match and interact with new connections,” said chief executive Jim Lanzone.