Dating applications have recently developed a bad reputation. People ghost others, which means that they simply stop responding to someone who once shared frequent mail. It seems that there are subtle choices, despite the fact that they live in big cities such as New York. And we mentioned many of these applications that cost now money;
At SXSW London’s opening, TechCrunch captured Jackie Jantos, the CMO and Hinge president, to talk about how the company trades a new generation in what has become an intact dating scene.
“This is a generation that has grown up with a deep understanding of how digital experiences are created and what they are trying to get out of them,” Jantos said in an interview with TechCrunch. He mentions the features that most of their brands want, such as transparency and authenticity. It is a different generation that spends less time personally than its predecessors.
“If you do not build with inclusion in the center of all, we just are not going to build a meaningful product or activation of marketing to get them involved,” he said.
The landscape of dating application has evolved in recent years, seeing companies such as Hentese who work overtime to try to attract and support users’ attention.
Tinder, for example, struggled by growth In recent years, with his chief executive resigning a few weeks ago. Eel He also sees deceleration of users growth.
Mendese and Tinder belong both to the racing team. The Q1 2025 exhibition released by the racing team shows that Hinge leaves a little better than her sister. THE showed report This hinge saw an increase in direct revenue, compared to Tinder, and that the implementation of the application were “strong” in all markets of English and Western European markets.
Jantos said Hinge applies and plays with many new features right now. For example, it has added a quota about the number of conversations a person may have so that a user is not just “collection of talks”.
“We want to encourage people to close conversations if you are not interested in someone,” Jantos said, adding that we hope this encourages people to focus on a smaller number of talks that can move successfully towards a date. He said Hinge is testing the feature of the coaching, which seems to give advice from users to build their profiles.
The Q1 2025 racing team said Hinge was also looking for warm imports soon to “point out common interests in improving the quality of the races”.
Jantos was a colleague in the details, but said there was a new introduction that we hope would encourage users to “spend a little more time discovering every profile”.
“Our recommendations have been really strong with the new AI Commentander recently released,” he added. (Group of races Q1 2025 Reference News He said the new feature, which began in March, has already led to an increase of 15% of the games and contact exchange.) Jantos said Hinge also hoped to boost his security features with AI and that overall tools in the application would be “continuously improved due to AI”.
“But new tools will also come on the way to train you along the [dating] Journey, “he said.
Jantos flew to the opening of SXSW London to talk about the loneliness epidemic that affects Gen Zers. There is no shortage of stories and references about how young people are less connected to the outside world, stuck in their phones and virtual realities. Jantos told TechCrunch that this is one reason Hinge started the fund another hour in 2023.
The Fund seeks to invest $ 1 million in organizations in encourages more staff Connections between Gen Zers. She has heard feedback from young people in her team that there are obstacles for the company these days, including how expensive and finding positions they feel safe.
“We want to reduce the barrier so that people just want to go out because we know if they are building this skill. It is more likely when they are on our product, it will be more likely to be comfortable to meet someone for a date,” he said.
And, as expected, Mentese, throws events, fills ads with creators, such as writers, to “meet the audience where they are”. Created a pair And a campaign on Hinge’s success stories, we hope to inspire Gen Zers to find love. And even better, in the hinge application.
