Swiping away a stigma
Beginning in 2023, Tinder’s “It Starts With a Swipe,” developed by Mischief, has aimed to overturn misconceptions about the platform, which over its 12-year history became known as a hookup app.
In several iterations of the campaign, Tinder has emphasized that it can also facilitate meaningful, long-lasting connections. Ads have ranged from celebrating dating micro-milestones to reimagining romantic comedies for the digital age [below].
The brand has also doubled down on its goal through product innovations, which this year have included an AI-powered tool to help select profile pictures and the “Share My Date” safety feature, which allows users to share their plans with friends and family.
Match Group has credited the campaign with growing Tinder’s users and changing its brand perception. However, in Q3, Tinder’s monthly active users dropped 9% year on year, while direct revenue fell 1% to $503 million.
Tinder remains the most downloaded dating app in the world, per data from Statista.
An ‘overstated’ narrative
While Danzi said “It Starts With a Swipe” has been gradually changing Tinder’s hookup reputation, the brand still faces a marketing challenge shared by its rivals: “People question if Tinder and dating apps can really lead to ‘forever.’”
In recent years, there has been a growing conversation about “dating app fatigue,” alongside reports that the apps are turning off users, especially younger people. A 2023 Axios / Generation Lab survey revealed that 79% of college and graduate students in the U.S. don’t use any dating apps even as infrequently as once a month.
But according to Danzi, this narrative about dating app burnout is “overstated.”
“The reality is, Tinder is still the world’s most popular dating app and the largest gateway to relationships. [Apps] are how many people are dating,” she said.
People often blame the general challenges of dating on the apps, she argued: “There’s a piece to be done in reminding people that dating takes a bit of effort. As the world has gotten more digital, there’s an expectation that using an app gets you immediate success.”