Yet Hinge faces the same marketing challenge as many of its peers: dating app fatigue, a phenomenon that has been dissected on social channels like TikTok and in mainstream news outlets including The New York Times. 

Jantos said dating app burnout is particularly acute among young adults for a few reasons, including the widely reported loneliness epidemic. A rise in loneliness and craving for in-person interactions is “testament to the rise of technology, but also the reality of young adults’ experiences in the pandemic,” she said.

“Their comfort level going out and meeting people is different than for previous generations,” she added. 

To address this issue, Hinge has made loneliness the focus of its social impact program, One More Hour, which this year granted $1 million in funding to social groups across the U.S. that aim to foster community among young people. 

On the app itself, Hinge has also introduced new features like Your Turn Limits, a notification that reminds users when it’s their turn to respond in a conversation with a match. 

“There has been this idea that on dating apps there is an opportunity to see a higher quantity of people, but we’re trying to encourage users to focus on quality over quantity,” said Jantos.