Dating apps have recently faced a wave of criticism. Users often find themselves “ghosted”—cut off without warning from someone they were frequently chatting with. Even in large cities like New York, the dating pool seems sparse, and to top it off, many apps now require subscriptions.
At the inaugural SXSW London, Jackie Jantos, the CMO and president of Hinge, discussed the company’s strategy to appeal to a newer generation navigating this stagnant dating landscape.
Jantos highlighted that Gen Z, having grown up with digital experiences, values transparency and authenticity in the brands they engage with. She emphasized the importance of inclusivity in creating meaningful connections with this diverse generation, who spend less face-to-face time compared to previous generations.
As the dating app industry has transformed, Hinge and others have been working diligently to capture and maintain user interest. Tinder, for example, has struggled to grow, leading to its CEO’s recent departure, and Bumble is experiencing a slowdown. However, Hinge seems to be holding strong with growing direct revenue and increased downloads in key markets.
Hinge is experimenting with various new features, such as limiting the number of concurrent chats to encourage meaningful conversations. Jantos explained that this aims to help users focus on conversations likely to lead to real-world encounters. They are also testing a coaching feature to assist users in enhancing their profiles.
Hinge plans to introduce features like Warm Introductions to improve match quality by highlighting shared interests.
Jantos mentioned enhancements driven by a new AI recommender launched earlier this year, which has already boosted matches and exchanges by 15%. They are also focusing on improving safety features through AI, continuously upgrading tools to guide users on their dating journey.
In her address at SXSW London, Jantos spoke on the growing issue of loneliness among Gen Z. As part of their effort to promote real-life connections, Hinge launched the One More Hour fund in 2023. This initiative invests $1 million into organizations that foster in-person interactions among young people. Feedback from Gen Z highlights obstacles like cost and safety in socializing, and Hinge aims to reduce these barriers.
In a bid to engage more users, Hinge is hosting events and collaborating with creators to reach their audience. They’ve launched a zine and campaign featuring Hinge success stories to inspire Gen Z to find love—preferably on Hinge.
