The creative for Tinder's latest campaign is top notch. I genuinely love the direction they took the campaign in - it's diverse, engaging, inclusive, and just fun to look at! However, I'm interested in seeing if this campaign has actually changed public sentiment and the user experience - even I still just see it as the "app for hook ups." If the branding is great and the product is shit, then nothing will really change.... however Tinder has made major changes to its interface/user experience (in some ways like Hinge). Will be interesting to see how well people adapt to them.
Totally agree – I think they will need to invest in further changes to the actual product or their brand experiences before they start actually shifting sentiment away from the hook-up app. But curious to learn more about the product and interface changes that they've already incorporated and any effects on their audience.
One thing that really interests me about Tinder: In the same way we enjoy the gratification of Instagram likes and follows, Tinder users love just getting matches! They might never message their match but it feels good to at least get the "new match" notification (I know people who have Tinder strictly for the confidence boost of receiving a match). Tinder does not capitalize on match making, but instead the gratification of someone swiping right. It makes sense too, this is as far as Tinder can go. They can't ensure that anyone actually goes on a date.
Also–if you're interested, I have a friend attempting to start an anonymous dating/matchmaking service!
Ooh good point!! The apps sell the idea of romantic love and relationships, but the real draw for users is the instant gratification that comes from swiping. I definitely want to learn more about this anon dating service.
The creative for Tinder's latest campaign is top notch. I genuinely love the direction they took the campaign in - it's diverse, engaging, inclusive, and just fun to look at! However, I'm interested in seeing if this campaign has actually changed public sentiment and the user experience - even I still just see it as the "app for hook ups." If the branding is great and the product is shit, then nothing will really change.... however Tinder has made major changes to its interface/user experience (in some ways like Hinge). Will be interesting to see how well people adapt to them.
Totally agree – I think they will need to invest in further changes to the actual product or their brand experiences before they start actually shifting sentiment away from the hook-up app. But curious to learn more about the product and interface changes that they've already incorporated and any effects on their audience.
You’re perfect and I love you!
Love it, Caroline! Interesting as always.
One thing that really interests me about Tinder: In the same way we enjoy the gratification of Instagram likes and follows, Tinder users love just getting matches! They might never message their match but it feels good to at least get the "new match" notification (I know people who have Tinder strictly for the confidence boost of receiving a match). Tinder does not capitalize on match making, but instead the gratification of someone swiping right. It makes sense too, this is as far as Tinder can go. They can't ensure that anyone actually goes on a date.
Also–if you're interested, I have a friend attempting to start an anonymous dating/matchmaking service!
Ooh good point!! The apps sell the idea of romantic love and relationships, but the real draw for users is the instant gratification that comes from swiping. I definitely want to learn more about this anon dating service.