Hinge Is Bucking Dating App Burnout With Marketing That Caters to Gen Z
A couple sits side-by-side in a diner booth, recounting how they met. Strangely enough, they were neighbors growing up—“I had a hundred chances to say hi to him,” the woman recalls—yet they didn’t meet until matching on Hinge.
While the scene could be lifted from a romantic comedy, its a true story shared by the dating app in its latest campaign, “It’s Funny We Met on Hinge.” Such unexpected love stories—with all their “twists and turns,” per chief marketing officer and newly appointed president Jackie Jantos—are evidently resonating with audiences in the era of dating app fatigue. In its 2024 earnings call, Hinge owner Match Group credited the campaign for attracting new users, especially women.
