The New York Times Covers the Rebranding of Dating Apps


The New York Times has published a column documenting how some of the leading dating apps are rebranding to ensure user retention.

The article focuses on the tactic of publishing stories about romance, either to show users that it’s possible to find love on an app, or to reassure them that it’s normal to have a few failures before finding a long-term partner.

In early October, Tinder launched its own online magazine called Swipe Life. The new platform publishes relevant content for modern-day daters and is aimed at 18 – 25 year olds, Tinder’s main target demographic.

Tinder CEO Elie Seidman explained that Swipe Life looks to provide a positive outlook on casual dating as the app has begun to embrace its reputation for facilitating short-term relationships.

Kelsey Blodget, Tinder’s Senior Director of Content, told The New York Times: “[Swipe Life] is definitely ancillary to the app. The app is our core business. But this is something that we hope can accompany our users on their dating journey”.

The Washington Post also recently published an article highlighting Tinder’s shift in branding. The app’s latest advertising campaign looks to celebrate the positive aspects of being single.

The ‘Find Them On Bumble’ advertising push documented the individual lives of 112 users of Bumble’s three social platforms.

The goal of the campaign was to reinforce that the app can be used to create all sorts of connections – romantic, platonic and professional.

However, some controversy arose when some of the participants admitted they only joined Bumble after they had been chosen to take part in the movement.

The New York Times piece also pointed out how secondary ventures can negatively reflect on app owners.

Grindr’s INTO magazine was one of the first outlets to report on Scott Chen’s comments that appeared to oppose same-sex marriage. It was also forced to apologise itself, after producing an article that was overly critical of Ariana Grande’s ‘thank u, next’ music video.

Read more here.

Dominic Whitlock

Dominic is the Editor for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.

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