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Whether delivered with a collective nod of approval or a head shake in disdain, “the friend test” has been a cornerstone of dating rituals. According to market research firm OnePoll, 75% of Gen Z singles regularly discuss dating with their peers.
Now, thanks to a new Tinder feature, those peers can be more hands-on in their friends’ dating lives. Tinder Matchmaker allows friends and family to asynchronously access the dating app to recommend profiles for another user.
To promote the feature, Tinder and its AOR Mischief @ No Fixed Address appointed rapper Coi Leray as the Matchmaking Monarch of Tinder Court, helping a hopeful single find the suitor of her dreams.
The ad, which is set in a royal court, places power in the hands of the single’s confidants and matchmaking queen. They screen their friend’s potential suitors with questions such as, “How many streaming services do you have?” while also scrutinizing dating app bios.
But almost all the potential baes fail to measure up, and the judges employ the all-powerful “swipe left.” Actors fly off-screen thanks to rigs used in the shoot that made their removals as swift as on the app.
Leray’s casting as the Matchmaking Monarch was apt since the globally recognized music star resonates with Gen Z audiences. Leray’s platinum single “Players,” an anthem for Tinder’s target audience, plays as the final suitor receives the coveted ‘swipe right’ of approval, and the match is made.
Tinder and Mischief aim not only to show how influential friends can be in the dating process, but also that their input is now easier to share through the app.
With the feature, users can invite up to 15 friends within 24 hours to play matchmaker. After the session, their recommendations will be highlighted for the originating user to review. Instead of replacing personal choice, the feature seeks to enrich it with the perspectives of trusted peers.
“For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy,” Melissa Hobley, chief marketing officer of Tinder, said in a statement.