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Tinder Leverages TikTok Influencers to Reconnect with Gen Z

In response to waning interest from younger users, Tinder has turned to TikTok influencers to reshape perceptions of app-based dating. The campaign, highlighted in a Tinder study shared with Axios, aimed to address the growing preference among Gen Z and Millennials for in-person connections, which has impacted the performance of Tinder’s parent company, Match Group.

Match Group has faced eight consecutive quarters of negative payer growth despite seeing many users flocking to their platforms, and the trend toward offline dating has posed significant challenges. Tinder’s Chief Marketing Officer, Melissa Hobley, acknowledged the shift, saying, “We know that you want an IRL meet cute. That’s great. It’s really hard for it to happen. Finding love on an app is so possible. It’s really fun. It can lead to you finding someone great.”

From September to December last year, Tinder partnered with six TikTok influencers to produce videos under the hashtag #theconnectionexperience. These influencers, including Madi Webb with 2.6 million followers, shared their experiences contrasting in-person dating with using Tinder. Webb, who identifies as queer, noted that dating apps provided visibility and opportunities that were challenging to find offline. “I genuinely can count on two fingers how many times I have been in-person hit on by another woman,” she said, sharing that she met her current partner through Tinder.

The campaign showed promising results. After watching the TikTok series, 53% of respondents found dating apps more appealing, citing influencers’ experiences and the convenience of app-based dating as key factors. Additionally, 58% indicated they were likely to use Tinder. This positivity about the brand has carried over into 2025 – Match Group is said to be reporting its Q4 earnings on the 5th of Feburary, meaning that it won’t be long before we get a look at how effective this move may have been.

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