Tinder Expands In-Person Events, Tests Missed Connections Feature
Tinder, owned by Match Group, is expanding its in-person events to dozens of new cities and testing a Missed Connections feature to help users connect with others they've crossed paths with. The move aims to counter declining user growth and appeal to Gen Z's desire for real-world experiences.
Key points
- Tinder's parent company, Match Group, reported a 7% decline in monthly active users in Q2, but CEO Spencer Rascoff remains bullish on the app's turnaround efforts.
- Tinder is expanding its in-person events to dozens of new cities by September, following an initial test in Los Angeles and subsequent expansion to nine additional cities in the U.S. and Europe.
- The app is testing a Missed Connections feature, which uses AI to surface profiles of users who have crossed paths in the prior week, in Canada and Australia.
- Internal data shows that nearly half of singles aged 18 to 29 want to share in-person experiences with people who could become closer connections.
Tinder, the popular dating app, is taking steps to counter declining user growth and appeal to Gen Z's desire for real-world experiences. In its second-quarter earnings call, Match Group, Tinder's parent company, reported a 7% decline in monthly active users. However, CEO Spencer Rascoff remains bullish on the app's turnaround efforts, citing narrowing declines in monthly active users and a belief that daily active user growth will soon turn positive.
To achieve this, Tinder is expanding its in-person events to dozens of new cities by September, following an initial test in Los Angeles and subsequent expansion to nine additional cities in the U.S. and Europe. The app is also testing a Missed Connections feature, which uses AI to surface profiles of users who have crossed paths in the prior week, in Canada and Australia.
According to internal data, nearly half of singles aged 18 to 29 want to share in-person experiences with people who could become closer connections. This trend is part of a broader shift towards real-world experiences, with younger Gen Z users increasingly seeking to connect with others outside of online platforms.
By expanding its in-person events and testing new features like Missed Connections, Tinder is attempting to ease the transition from online to in-person connections and appeal to Gen Z's desire for real-world experiences.
Sources
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