Most of the work will be targeted at the main demographic of the dating app: 18-25 year olds. It features a college category for Tinder U users, for example.
The website in run by brand new full-time editorial staff, as well as a number of freelance writers that are all working to keep the website up to date.
Tinder’s Senior Director of Content, Kelsey Blodget, has been interviewed by Cheddar about the new online magazine.
Blodget told Cheddar: “Swipe Life is an editorial lifestyle website where we’re covering today’s dating culture. So really the journey of being single, the ups and downs – we really want to be a companion on that journey for our users.”
She explained that all of the categories on the website have been selected because they are applicable to modern dating. Advice and stories on ‘Style & Beauty’, ‘Food & Drink’ and ‘Money’ can be entertaining and useful for the singles on Tinder.
However, Swipe Life is not exclusively for users of the app and Tinder is trying to create a product that is available for both online and offline daters.
Stodget explained: “It’s really out there for anyone trying to make a connection. We definitely have our users in mind as we’re curating this content, but Tinder is already a lifestyle. We revolutionized what dating means today so it makes sense for us to have a perspective on this and to share that with the world.”
There will also be video content on the website. A new episode of Swipe Sessions has just been released with Queer Eye stars Jonathan Van Ness and Antoni Porowski.
A previous episode featured J-Lo helping a single woman with her Tinder profile, and Stodget confirmed that there were more instalments with other celebrities in the works.
Tinder are also in the process of filming a short series that documents a new user’s first week on the dating app.
Stodget said that a final reason for creating Swipe Life was to “help amplify the voices of our users and have them tell their stories.”
This sentiment is echoed in Bumble’s latest advertising campaign, which focuses on the experiences that 112 of its New York users have had on the app.
Watch the full interview here.