Jackie Jantos, CMO of Hinge, discusses the challenges facing dating apps at SXSW London. With dating apps like Hinge, Tinder, and Bumble struggling with growth, Jantos highlights Gen Z's expectations for authenticity and inclusion in digital experiences. Hinge shows positive revenue growth compared to Tinder, indicating its strategy resonates with users. The app is exploring features like limiting chat numbers to promote meaningful connections. Overall, the landscape is changing, necessitating adaptations for user engagement and retention.
This is a generation that has grown up with a deep understanding of how digital experiences are created and what they are trying to get out of them.
If you're not building with inclusion at the center of everything, you're just not going to build a meaningful product or marketing activation to engage them.
Hinge is faring a bit better than its sister company, Tinder, with an increase in direct revenue and strong downloads in English-speaking and Western European markets.
Hinge has added a quota on how many chats one person can have at one time, to prevent users from simply 'collating' chats without meaningful engagement.
Collection
[
|
...
]