Hinge Leans Into Gen Z Dating Trends Amid Industry Fatigue

Hinge is positioning itself as a standout player in the dating app space by focusing on Gen Z and so-called “intentional daters,” even as overall dating app engagement declines. In an interview with ADWEEK about Hinge’s current marketing strategies, the platform’s Chief Marketing Officer and newly appointed President Jackie Jantos discussed Hinge’s future goals.

The platform’s latest marketing campaign, It’s Funny We Met on Hinge, highlights real-life love stories, resonating with users who are increasingly fatigued by traditional online dating experiences – and the strategy appears to be paying off. In 2024, Hinge’s revenue surged by 39%, significantly outpacing its parent company Match Group’s 3% growth. It also became the second most downloaded dating app in the U.S. and the most downloaded in 10 countries, including France and the U.K. This success contrasts with industry trends, as competitors like Tinder reported stagnant revenues and Bumble saw a 4.4% decline.

Unlike Tinder and Bumble, which allocate larger budgets to advertising, Hinge invests heavily in creator-led marketing. Rather than producing content for its own social media accounts, the company collaborates with influencers to maintain authenticity—a key value for Gen Z users.

Hinge is also expanding its social impact efforts, addressing issues like loneliness, which has been particularly prevalent among Gen Z. Through its One More Hour initiative, the company has funded community-building projects and introduced features like Match Note, designed to help users communicate personal details before chatting.

Looking ahead, Hinge plans to expand into Latin America, launching in Mexico in Q3 and Brazil in Q4 of 2025. As it continues to grow, its strategy remains centered on fostering real-world connections, in contrast to competitors that rely on keeping users engaged on their platforms.