Hinge is following the lead of Grindr with the launch of a new digital media platform called IRL, which gives advice and insights to modern daters.
IRL, which stands for “in real life”, is a new online magazine from the New York dating business that launched yesterday.
The website publishes advice, reports and insights into the modern world of dating, with Hinge’s contributors answering queries sent in by singles.
Articles currently on the site include “My Friend and I Matched With the Same Guy. Who “Gets” Him?”, “I’m Newly Single – What Photos Do I Use To Maximize My Profile?” and “How Do I Ask Him To Delete His Apps?”
The site is run by Editor-in-Chief Molly Fedick, a journalist who has written for Glamour, NBC, the Chicago Tribune, Elite Daily, and Huffington Post.
Speaking about the site, Hinge founder & CEO Justin McLeod told Mashable: “Our Member Experience team constantly receives emails from members asking for a wide-range of dating app advice. [It was clear] singles wanted a safe space to ask dating app related questions and receive reliable, data-backed advice.”
IRL also features a set of Hinge Reports based on insights gleaned from the relationship app, such as tips on choosing the best profile pictures.
The site carries the same name as a $69 book released by Hinge in February that aimed to be a “refreshingly hopeful take on modern love”, collecting over 40 Hinge success stories, potential date venues and statistics about online dating.
Earlier this month, Hinge announced it was relaxing its subscription fee, now letting users create a full profile on the dating app for free.
The move came six months after Hinge relaunched with a rebuilt app and a $7 subscription fee.
Read more about the decision here, and check out IRL here.