A new report from The Washington Post highlights that Tinder is “in a rut” and in need of a refresh. It explains why the app may be struggling, and what it’s doing to amend its current course.
The article highlights that investors in Tinder are concerned the app is “losing its mojo”, demonstrated by its falling downloads and user growth. It doesn’t help that young people are flocking to other apps that are known for promoting more serious relationships, it says.
Tinder is looking to change its reputation as a ‘hook up app’, emphasising the long term relationships that come out of the platform. “People don’t focus on those kinds of stories” and “we want to go out there and try to shift that narrative”, said Gary Swidler, CFO of Match Group.
Another key point of improvement is attracting more young women to the app. “Making them feel safer and more comfortable is part of it, right? Reducing the amount of bad behaviour on the platform is part of it … [and] helping them find the matches that they’re looking for as opposed to just being inundated”, addressed Swidler at an investor event.
The article also highlights that other apps have innovated, leaving Tinder a little bit behind. Hinge’s polls and multimedia prompts have created more opportunities to display personality, while Bumble lets women take control by sending the first message.
But positive steps are being taken, with the ‘relationship goals’ feature and the publication of healthy guides on online dating. It has also promised to help women improve the quality of matches. But will this be enough to attract Gen Z daters and help Tinder get out of its rut?