Today, Tinder will be “Taking Swiping to the Next Level”, according to a teasing tweet from their verified account.
The company posted the following announcement tweet yesterday:
Are you ready? pic.twitter.com/C6MJVKLwER
– Tinder (@Tinder) June 4, 2014
There are many possibilities as to what this update could be, with a monetisation strategy widely expected to be launched soon, but the most likely is an expansion beyond Tinder’s strictly hookup and dating focus.
CEO Sean Rad has long said that they believe Tinder is more than just a dating app, and at TechCrunch Disrupt in February he said they would be launching something “very soon” that would answer questions about their future direction.
“The problems that we’re solving are universal, whether you want to meet somebody for romantic purposes, or for a business relationship, or a friendship.
“Tinder’s all about filtering through that noise and just letting people who want to communicate with each other communicate.
“We’re launching something very soon that will answer some of the questions.”
Their last 3.0 update included a friend list grouping feature to the app.
This week, Tinder CMO Justin Badeen spoke onstage at Street Fight Summit West 2014, where he said that third-party ad integration was on their radar, as was the couples market.
He said: “Right now, third-party integrations are not on the immediate timeline, but they would be at some point.
“You’ve got local businesses all trying to get the attention of people who are looking to spend money in the local area. It would only make sense to tie them together.”
Regarding the couples market, which HowAboutWe have shown to be a viable, sensible and profitable expansion of a dating service’s remit, he said:
“We have the momentum and the name that once we do enter that market, we’ll be able to gain a lot of ground. I know I’d like to use it for events myself.”
Regarding today’s announcement, we will update you as soon as it has been revealed.