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Tinder unveils new Double Date feature for group dating
Tinder launches a group dating feature to engage Gen Z users in response to declining subscriptions.
Tinder is launching its Double Date feature, targeting Gen Z users amid subscription declines.
Tinder introduces Double Date to attract Gen Z
Tinder has launched a new Double Date feature aimed at group dating to attract more Gen Z users. This feature allows users to create joint profiles with friends to match with other pairs and communicate in group chats. Previously tested in Europe and Latin America, it aims to reduce dating stress that younger users often face. With a decline in Tinder's subscriber base, the company is betting that a more social and fun approach will rekindle interest among younger daters. Nearly 90% of users trying the feature were under 29, suggesting a strong alignment with Tinder's goals to retain this demographic.
Key Takeaways
"This is a social-first experience that’s really meant to help relieve some of the pressure that we know a lot of Gen Z experiences with dating."
Cleo Long, Tinder’s head of product marketing, explains the driving idea behind Double Date.
"Gen Z is not a hookup generation. They don’t drink as much alcohol, they don’t have as much sex."
Spencer Rascoff, Tinder's interim CEO, highlights shifts in dating preferences among younger individuals.
The introduction of the Double Date feature highlights a shift in Tinder's strategy as it grapples with shrinking subscriptions. This pivot toward group dating indicates an effort to create a more comfortable environment for Gen Z, who often feel overwhelmed by the pressures of online dating. With young users leaning towards more genuine connections through friends rather than solitary swiping, this could be a crucial moment for Tinder. However, the success of Double Date depends on how well it can compete with alternative social dating experiences that attract this younger audience.
Highlights
- Dating shouldn't feel like a lonely swipe anymore.
- Group dating could change the game for Tinder.
- Gen Z prefers connecting through friends, not swiping alone.
- Can Double Date redefine how we date?
Business concerns surrounding Tinder's declining user base
Tinder is under pressure as subscriptions continue to decline, leading to cutbacks and significant leadership changes. The introduction of new features like Double Date aims to address this crisis but comes with risks relating to retaining user interest and investor confidence.
The future of dating may hinge on Tinder's ability to innovate in group settings.
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