Tinder Innovates with "Matchmaker" Feature: Transforming the Social Aspect of Online Dating
Online dating has seen a significant shift recently by introducing a new feature on Tinder. The popular dating app allows users to invite their friends to matchmaking, creating a more social experience. This feature, known as Tinder Matchmaker, brings the age-old practice of friends playing cupid to the digital realm. The quality is inspired by the real-life tradition of friends swapping phones and swiping on behalf of each other.
“Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you," - Melissa Hobley, Chief Marketing Officer at Tinder.
A New Twist on Online Dating
The main aim of Tinder Matchmaker is to allow Tinder users to discover who their friends or even family members think would be a good match for them. This is backed by a survey commissioned by Tinder, which revealed that over 75% of singles discuss their dating life with their friends multiple times monthly.
However, the friends invited into this matchmaking process must have complete control. They can view and suggest potential matches, but ultimately, the Tinder users decide whether to match or send someone a Like. This respects the user's autonomy while adding a social dynamic to the online dating experience.
How Does Tinder Matchmaker Work?
Tinder users can start a session directly from a profile card or the app settings to use this feature. They then receive a unique link to share with up to 15 friends for 24 hours. Those invited can either log into Tinder or continue as a guest to recommend profiles for the Tinder user in question. The user can then review these suggestions after the session ends.
Marketing the New Feature
Tinder has also collaborated with "Players" singer Coi Leray to promote the new feature. Coi Leray will feature in a new video showcasing how the "friend test" feature works, bringing the concept to life for potential users.
The Changing Landscape of Online Dating
The introduction of Tinder Matchmaker comes at a time when traditional swiping-based dating apps are declining in popularity, especially among younger users. Many Gen Z users turn to friend-finding apps and conventional social media platforms like Instagram to make romantic connections. Other dating app startups are exploring new ways to create more dynamic and authentic experiences, such as integrating video features inspired by Gen Z's comfort with platforms like TikTok.
Despite these challenges, Tinder continues to innovate, aiming to remain relevant and appealing to its user base. Tinder Matchmaker is currently launching in several countries, including the United States, Australia, Brazil, Canada, France, Germany, India, Indonesia, Japan, Mexico, South Korea, Spain, Thailand, the United Kingdom, and Vietnam, with plans to roll out globally in the coming months.