A swiping success: Tinder to expand interactive ‘Swipe Night’ series globally after matches rise 26 percent compared to typical night, report says
- Tinder’s ‘Swipe Night’ will expand globally after a successful US roll out
- The dating service said it will be available to global users in February 2020
- People match based on moral and practical choices in the interactive series
- Tinder says it hopes the series will appeal to its younger, Gen Z, audience
Tinder’s interactive choose-your-own-adventure series will expand to users globally after a successful roll out.
According to a report from CNN, the dating service’s first-ever foray into pre-recorded content, called ‘Swipe Night’, translated to a 26 percent increase in matches over a typical Sunday night with a 12 percent increase in messages.
The company reportedly plans to expand outside of the US to all of its users across the globe starting February 2020.
A new series from Tinder lets users match with others by making choices in a choose-you-own-adventure style series
The series, which ‘aired’ on the app this month, allows users to match with other dating hopefuls by clicking their way through an interactive narrative.
It’s designed to match users based on the choices they make during a short ‘first-person apocalyptic adventure.’
All of the episodes are ‘live’, so-to-speak, with each available for viewing only between the hours of 6pm and midnight during a respective users’ local time.
According to CNN, Tinder plans to invest more in original content based on the success of Swipe Night and is considering partnering with brands to turn the event into a potential profit generator.
Its first series, an ‘Apocalyptic’ survival story, consisted of short five-minute videos during which users were periodically given seven seconds to choose what happens next.
Once the ‘adventure’ is completed, users are matched together depending on which ‘moral’ and ‘practical’ choices they made.
Once matched, users can see a list of each other’s decisions that the company hopes will act as a kind of conversation-starter.
Tinder has been experimenting with different formats of match-making that include ‘Festival Mode’ and ‘Spring Break’
Swipe Night was directed by 23-year-old Karena Evans, who has worked on several music videos for the rapper, Drake, and will feature actors from movies like Inherent Vice and Chinatown Horror Story.
Tinder has been explicit about its desire to tailor Swipe Night to Gen Z audiences (those ages 18 to 25-year-old) and hopes that it will both attract a new audience.
In May, the dating app launched ‘Festival Mode,’ which lets users connect with others who are attending the same festivals in the U.S., U.K. and Australia, including Electric Daisy Carnival, Bonnaroo, All Points East and Parklife.
Festival Mode operates similarly to Spring Break Mode, launched earlier this year, by letting users attach a unique badge to their profile that indicates which music festival they’re heading to.
HOW DID ONLINE DATING BECOME SO POPULAR?
The first ever incarnation of a dating app can be traced back to 1995 when Match.com was first launched.
The website allowed single people to upload a profile, a picture and chat to people online.
The app was intended to allow people looking for long-term relationships to meet.
eHarmony was developed in 2000 and two years later Ashley Madison, a site dedicated to infidelity and cheating, was first launched.
A plethora of other dating sites with a unique target demographic were set up in the next 10-15 years including: OKCupid (2004), Plenty of Fish (2006), Grindr (2009) and Happn (2013).
In 2012, Tinder was launched and was the first ‘swipe’ based dating platform.
After its initial launch it’s usage snowballed and by March 2014 there were one billion matches a day, worldwide.
In 2014, co-founder of Tinder, Whitney Wolfe Herd launched Bumble, a dating app that empowered women by only allowing females to send the first message.
The popularity of mobile dating apps such as Tinder, Badoo and more recently Bumble is attributable to a growing amount of younger users with a busy schedule.
In the 1990s, there was a stigma attached to online dating as it was considered a last-ditch and desperate attempt to find love.
This belief has dissipated and now around one third of marriages are between couples who met online.
A survey from 2014 found that 84 per cent of dating app users were using online dating services to look for a romantic relationship.
Twenty-four per cent stated that that they used online dating apps explicitly for sexual encounters.