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Brief Published: 15 Oct 2019

Tinder Swipes Right on Audience Interaction

Following its foray into podcasts (like Single, Swipe, Repeat in collaboration with US women's magazine Cosmopolitan), US dating app Tinder is expanding its original content catalogue with Swipe Night, a weekly interactive video event hosted within the app.

Only accessible on Sunday nights in the US between 6pm and midnight, the scripted show is a seasonally appropriate horror survival story that lets viewers steer protagonists' moral or practical decisions by swiping left or right during pivotal moments in the narrative.

Tinder also feeds the information gathered from users' choices into their experience of the dating interface. At the end of each episode, recorded decisions are added to viewers' dating profiles, which affect future matches and provide conversation starters for new date mates.

"We know Gen Z [who make up more than half of Tinder's userbase] speaks in content," said Ravi Mehta, Tinder's chief product officer. "Dating is all about connection and conversation, and Swipe Night felt like a way to take that to the next level."

Seventy-three per cent of US publishers regard personalisation as a key pathway into the industry's future (Reuters, 2019). Swipe Night makes interactive video an intuitive point of data collection for a personalised brand experience.

For more on reactive storytelling and how content personalisation and user experience can interact, check out Super Automation, part of our Human Tech Macro Trend. For the latest on Gen Z media consumption, see our 2019 Teen Media Trends Update.