Our CMO Melissa Hobley took the stage at #thedrumlive2024 to talk about the future of marketing, and how it’s taking form at Tinder through inclusive, innovative storytelling. Read the recap of Melissa’s conversation with The Drum’s Kendra Barnett: https://lnkd.in/di6Zya96
Thank you for placing greater emphasis on diversity and real-life safety. - This is so important! However, I believe that the root issue impacting Tinder’s current stock performance lies in the need for a shift in the app’s overall concept. Having conducted multiple studies on dating apps, I suggest focusing not only on retaining users for longer periods but also on encouraging regular usage. It seems that fewer people are using the app consistently because of frustration. Understanding user needs and reasons for disengagement is crucial. Perhaps the current offerings are not sufficiently tailored to individual users. Additionally, considering the cycle of female users and its impact on app engagement is essential. For the LGBTQ+ community, implementing features like “I want children” versus “I want pregnancy” could address key pre-swiping exclusion factors. I hope to see increased integration of artificial intelligence in the coming months to streamline the dating process and create better matches. Besides that it’s fantastic to see Tinder’s dedication to diversity and safety. Keep up the great work!
Founder & CEO Clara For Daters (Not a dating app)| Dater Advocate | Social Impact Entrepreneur | YPO
1moI applaud Tinder's initiatives for inclusion and diversity. However, Tinder is still flying blind by not addressing the daters' journey after the match. While apps Tinder are excellent for digital introductions, the real challenge lies in transitioning these matches to meaningful in-person connections. At Clara For Daters (Not a dating app), we gather post-match data to understand social atrophy and develop targeted interventions, promoting genuine human connections. We seek to collaborate with traditional dating apps to help users in their journey towards meaningful relationships.