Tinder Created a Show to Give Its Users Something to Hook Up About

For all of their success, swipe-y dating apps like Tinder or Bumble face a problem once their users have matched: It’s hard to find things to discuss with total strangers. What exactly are you supposed to say in response to “”?

In an effort to solve this, Tinder has created a scripted choose-your-own adventure series that it hopes will supply its young users with raw material for conversations on its platform. The goal is to counteract that chronic dating-app issue: conversations that die almost as soon as they begin.

The project, called SwipeNight, consists of four episodes. One will air each week on the Tinder app. In each episode, users who participate will be ushered through an apocalyptic scenario and prompted to make a series of choices, from the seemingly unimportant (how to best D.J. a party) to the critical (whose life to save). The show features a cast of young diverse actors and, like a video game, gives the user a first-person perspective on the action.

Participants will then show up in each other’s lists of potential matches. Some of the choices they made during the show will be visible on their profiles. That is when, the company hopes, a number of those people will swipe right on each other and talk about what they experienced.

Last year Tinder set up a team to survey hundreds of young people. This research helped the company see members of Generation Z as fundamentally different from older generations: Gen Z’s immense comfort on social platforms and immense discomfort with defining relationships, or even using words like “dating” and “flirting.”

SwipeNight also looks to take advantage of their facility with the raw material of pop culture.

“They speak in gifs, they react in emojis, they talk in stories,” said Elie Seidman, the chief executive of Tinder, of 18-to-25-year-olds, who already make up more than 50 percent of the app’s user base.

Tinder allows users little space to provide information about themselves on their profiles. That can lead to a particular shortage of subjects to discuss. On Tinder, Mr. Seidman said, approaching strangers is much easier than it is offline. “But you get to the next thing, and there’s no context,” he said. “What’s the context? ‘Oh, you’re also on Tinder.’ ‘Like, yeah, obviously.’”

Tinder has traditionally been viewed as a predate experience. SwipeNight looks to collapse some elements of a first date — the mutual experience of some diversion — into its platform.

Episodes of SwipeNight will be available on Tinder on Sundays in October from 6 p.m. to midnight in a user’s time zone. For now, the show will be available only to Americans.

Source: NY Times

Why It’s Hot

Unexpected time and place for what essentially is content marketing to drive stickiness with a platform. I do wonder if it’s too “cheesy” for Gen Z daters though?

‘Tinder for Cows’ Helps Farmers Find Perfect Matches

From the makers of the UK’s SellMyLivestock website comes a new Tinder-style app for cattle farmers. Tudder provides an easy way for farmers to locate breeding matches by viewing profiles of cattle and their age, location, and owner. A swipe right to show interest directs farmers to the SellMyLivestock platform, which 1/3 of the UK’s farmers are already using.

While the marketing of the app includes playful language such as “seeks to unite sheepish farm animals with their soulmates,” the purpose is quite functional. Bringing a bull to a physical market is tedious and takes time away from other farm responsibilities. On the app, farmers can quickly search for organic or pedigree cattle, find out the cow’s health information, and get in touch with owners to make an offer.

Why It’s Hot

The app is a playful, easy way to facilitate cattle transactions — bringing real digital innovation to a timeless practice.

Source: http://time.com/5526883/tinder-cows/ 

Want a Job…Swipe Right!

selfoeWe are living in a world where swiping can find you love, pick a meal, and now even find you a job. A Swedish developer just created a new app called “SelfieJobs” that turns your next job search into tinder like glory.

The mechanics of this app are as such you download it, take a selfie, fill out a short profile, that includes your name, a description and a list of characteristics that would catch a recruiters eye, like education. You can also set how far you are willing to accept a job geographically—30 kilometers (18.6 miles) is the default setting.

This app basically takes all of the career matching of linkedin and the fun of swiping and creates a new easy way to better search for jobs.

Why its hot!

  • Shows how the world is becoming a one swipe/click wonder land
  • combines two popular outlets to form a seamless experience
  • Turns looking for a job fun!

Bud Light Partners with Tinder to Promote Whatever, USA

Bud Light is transforming another town into Whatever, USA, and this year, the brand is choosing the next set of random beer drinkers to inhabit its party town like many millennials choose their next date—on Tinder.

Users of the dating app who are 21 and older can match with Bud Light for a chance to win a weekend trip to the next Whatever, USA. “There’s a lot of synergies between the Tinder audience and the audience we’re looking for,” said Hugh Cullman, director of marketing for Bud Light.

Bud Light will select about 1,000 beer drinkers—fans can enter the contest on Tinder, Twitter, Facebook or Instagram—to attend this year’s celebration, which is slated for the last weekend of May. The exact location of Whatever, USA has not yet been determined, though Bud Light has whittled the possibilities down to five finalists.

Why It’s Hot

The partnership between Bud Light and Tinder marks the first time the dating app has used native video. The two brands worked together for six months to create spots designed specifically for Tinder’s platform. By using Tinder, which has 26 million matches a day worldwide, Bud Light can connect with millennials spontaneously, which embodies the spirit of the #UpForWhatever campaign.

Tinder Plus Launch

This week Tinder has officially launched a paid upgrade to their app that allows users to undo accidental left swipes and connect with people in other cities. Another interesting thing to note about Tinder Plus is that the cost of the upgrade varies by the user’s age.

In the U.S. if you are between the ages of 18 and 29, it will cost you $9.99 to upgrade. If you are 30 and up, you will have to pay nearly double the price, $19.99. In the U.K, even younger people will be required to pay more for the upgrade.Users 28 or older will be required to pay £14.99, while 18 – 27 year olds will pay £3.99.

Tinder’s new model also affects users who do not chose to pay for subscription.  The key difference is that those who opt out from Plus now have a limited number of swipes. As you flick through would-be matches, the big love heart on the app’s home page drains slowly — and once empty you have to wait until it tops up again before you can search for dates/hookups once more.

 

Why It’s Hot

It wasn’t the rewind feature or the ability to now connect with people outside of your geographic location that stood out to me about this upgrade. It was the increase in price for “older” users. It begs the questions, is this discrimatory?, is the app actually discouraging a segment of users? What research caused them to make this decision?

Additionally, this is clearly a way for the app to further profit of its popularity. They could have turned to ads instead but perhaps this is a more strategic move as consumers are being flooded with ads everywhere we go.

You can read more here and here.

 

 

Tinder: Snapchat for Dating

Tinder is about to become more like Snapchat with the introduction of their newest feature: Moments. Moments allows users to share photos that expire in 24 hours (sounds familiar) with old and new matches. After taking a photo inside the Matches section, the app pushes it out to all matches, and recipients can either like or ignore it.

Tinder says that sharing “Moments” will give users the opportunity to show a different side of themselves beyond their profile and add a layer of connecting with potential maters.

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Why It’s Hot

Tinder has been a hot topic since the app’s initial release back in September 2012. Moments is one of the most notable updates to the app in it’s 20 month history and is poised to change the “Tinder Game” indefinitely. It’s safe to assume that this update will lead to active Tinder users creating more connections with potential mates, however, it’s doubtful these connections will be as “meaningful” as the app believes they will be. Not only does Moments have implications for users, but what does this evolution say about social networking platforms and apps as each continues to incorporate their adaptation of one another’s best features creating a melting pot of the same app? Are apps really positioning themselves to win the race or will all the similarities have a negative effect on user adoption?

Read more here. 

New App Similar to Tinder Matches Recruiters with Candidates

Most of us are familiar with the “Hot or Not” dating app, Tinder. This app uses GPS and facts about a person to find potential matches in the designated area. Recruiters are now using the same technology on a new app called TheLadders. The app, which was released on March 14th, matches recruiters with potential candidates in their area. Candidates fill in what type of position they are looking for, desired salary and other information to enable the app to find potential job matches for them. Recruiters then have the option to swipe left to eliminate the job-seeker or right to pursue them. This app can potentially make recruiters jobs easier by enabling them to quickly review candidates on their smartphones. The app also allows for easy contact with job seekers; a simple swipe up on the profile reveals links to call, text, or email the candidate.

Currently, basic membership is free and premium membership is $25.

Read more here.

Why It’s Hot

It’s interesting to see how companies are utilizing current technology for different purposes than they were originally intended for. It encourages brands to look at current apps and social platforms to identify how they can re purpose them to suite their needs. Additionally, it will be interesting to see if this app will actually be utilized by recruiters and influence the job-searching process. We will see =)